Because the moments of life could be as cinematic as the most passionate kiss at the end of a car chase scene — and service as alluring as a movie star strutting down a runway.
This is not metaphor. It is the operating principle behind fifteen years of work — that desire is not a luxury, but the architecture of everything that endures. I design cravable experiences and proud organizations.
Five Ways of Being_
Not job titles — postures. Each one is how Mahmoud arrives in a room. Together they form the working philosophy.
The Atlas_
Five chapters across the world. The work travels — read the world by the chapter it belongs to.
The Masters_
Laurea · Finland
Twenty-five landings at Helsinki Vantaa. A master’s in service design — then brought back to the Gulf.
The Growth_
MIT · Stanford · MIRO
Two top-tier schools, then a client base. From here, design work for LinkedIn, Starbucks, PepsiCo.
The Partners_
Seren UK · Veryday Sweden
Two studios I built partnerships with. Both later acquired — by EY, and by McKinsey.
The Success Stories_
Egypt · Saudi · Qatar
Saudi’s first innovation studio. The world’s largest service jam. The World Summit Award. The chapter where the work landed.
The Team_
Across continents
Talents gathered from across the world. Some for a season. Some made this their home.
Celebrated_
Three studios. One global chapter. Ten thousand brains lit up. The proof of the method sits in the people — not the slides.
If I would have to give a tagline to Mahmoud, it would be — service design with class.
Mahmoud has a special ability to take it all the way — nail it, scale it. Built a fantastic team and brand, with high ambition and integrity.
Or you can follow the Mahmoud model — start alone, then have 160 people a few years later.
If your brand needs to become irresistible_
Strategy, speaking, consulting, and the occasional radical reframe. For the brands and leaders ready to stop being useful and start being irresistible.