A workingphilosophy_
Fifteen years of making brands irresistible and leaders brave enough to want more.
Because the moments of life could be as cinematic as the most passionate kiss at the end of a car chase scene.
And service experience can be as alluring as a movie star strutting down a runway. This is not metaphor. It is the operating principle behind fifteen years of work — the belief that ordinary encounters deserve extraordinary design, and that desire is not a luxury, it is the architecture of everything that endures.
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.
The Chronicle_
A dial of years — read by hand, taken by bearing. The early years sit dim; the chronicle is told from 2010.
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.
In Motion_
The work is never finished. These are the live threads — what's being built, written, and explored right now.
If your brand needs to become irresistible_
Strategy, speaking, consulting, and the occasional radical reframe. For the brands and leaders who understand that desire is not a feature — it is the architecture.