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 the 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.