stc · 2023
Onyx
stc's executive experience tier, built on the one luxury that can't be recycled — a leader’s time.
Read the case →Most brands are built to function. I build them to seduce.
I design cravable experiences and proud organizations.
Building the design houses, communities, and leaders behind luxury, executive, and high-touch experience. Founder of Deurs and the Riyadh Service Jam, co-founder of HUED. Host of OOMPH.
The verdict
Satisfaction, optimisation, measurement — all make sense. But no one ever craved reasonable.
Desire was always the strategy.
OOMPH is its philosophy — felt before it's understood.Visceral. Libidinal. Deeply intimate.
In my world —
Season Two · on Return · on RETURN · Now Live
The Show
OOMPHBy Mahmoud
Upcoming · Thursday, October 1[E01]
The new season · on ReturnDrive, Purpose and
Heroism
with Ingo RauthSee the full season →E02Seductive and Heroic Organizationswith Richard SedleyThu, Oct 8
New episodes — Thursdays · on ReturnAll Episodes
Season One · Complete · 4 episodes
O for OMG_
On Surprise & Magic
The record so farBuilt brands.
Shaped moments.
If there's one thing I've always done, it's design irresistible futures — in the brands I founded, and for clients across telecom, government, healthcare, and global tech. It became the quiet engine inside the houses, community, and show you'll meet below.
The Full BioThe company I keep
stcMiroMinistry of FinanceMinistry of Economy and PlanningMinistry of HealthMinistry of Human Resources and Social DevelopmentMinistry of Transport and Logistic ServicesMinistry of Municipalities and HousingMonsha’atAl Rajhi TakafulAccorEY SerenVerydayKorn FerryService Design NetworkINSEADMITStanford UniversityLaurea University of Applied SciencesKarlsruhe Institute of Technology
I make the walk in as heroic as the strut out.
The Work
Three moments that changed what was possible — for the team, the brand, and the field.
stc · 2022
Iconic
From icons to iconic — the future vision that turned stc’s own digital workplace from something its people tolerate into something they’d boast about.
Read the case →The Editorial
Essays, fragments, and field notes. For the readers who want to dig deeper than the headline.
01On Outsourced Heroism
02On Tellability, and Why No One Remembers a Job Done Right
03On the Only Surprise You Can Afford
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New editorials when the thinking is ready. No schedule. No noise.