The Multiplier_
Turned a market with no service-design practice into Saudi Arabia's first innovation consultancy — and grew 20+ designers who now lead studios of their own.
When I started, service design barely existed in the region. HUED became Saudi Arabia's first innovation and design consultancy — but the lasting output wasn't the work, it was the people: 20+ designers I mentored who now run their own teams and studios across industries. The practice outlived the company.