At Digital Labs, I was briefed to name, define and design a robust communication strategy and create a brand identity that will reposition the CX Innovation programme as a scalable way of innovating at Majid Al Futttaim and create engagement across all BUs and employees to proactively drive change.

The name was inspired by the mission to fuel Majid Al Futtaim's growth and drive consumer preference by providing a space for customer and brand innovation. This space will bring together brands, stakeholders, customers, capabilities, and opportunities to build impact in physical, digital, and cultural dimensions. The number came from the year of Mr Majid Al Futtaim's birth, the year innovation was born. This project was designed in collaboration with the amazing folks at Holographik.