Design thinking has become a cornerstone of modern business strategy, enabling organizations to tackle complex challenges through user-centric innovation. This approach moves beyond traditional linear planning, fostering agility and adaptability by prioritizing empathy, experimentation, and iterative problem-solving. Successful brands in the region leverage design thinking to define their identity, enhance customer experiences, and drive long-term growth.

MORE THAN AESTHETICS: DESIGN AS STRATEGY

“Visual design is more than aesthetics; it’s a strategic exercise that shapes perception, builds trust, and influences consumer behavior,” says Angad Singh, Account Director at Idea Spice Design. In highly competitive markets like Dubai, branding serves as both the first handshake and the lasting memory. Singh emphasizes the importance of elements such as Brand DNA, Brand Positioning, and Tone of Voice, which define how a brand is perceived, turning casual observers into loyal customers.

BRANDING AS EXPERIENCE, NOT JUST IDENTITY

In industries like luxury real estate, hospitality, and retail, particularly prominent in the Middle East, branding transcends to immersive experiences. Every brand touchpoint, from business cards to websites, packaging, or environmental graphics, must narrate a cohesive story. “Great brands don’t just differentiate; they evoke emotions that drive purchasing decisions,” Singh says. “Brands that embed visual strategy into their DNA don’t just compete; they lead. Because in branding, perception is reality, and great branding bridges the two.”

DESIGN AS A UNIVERSAL LANGUAGE

For Andrea Savage, Founder and CEO of Life by Design, design is a universal language that shapes emotions, transforms experiences, and defines brand identity. When storytelling, branding, and content creation merge with design-driven experiences, they revolutionize how consumers connect with a brand on a deeper, more meaningful level.

Sony AbdelMohsen, Partner and Regional General Manager at Innovation Crew MENA, reinforces the idea that design must be intentional and strategic. “People don’t have time to figure you out. Your design either tells them who you are and why you matter, or they move on,” he says. “Strong brands don’t rely on decoration; they use design as a strategic tool to build trust, create recognition, and drive action.”

This principle underscores the importance of clarity in branding. When a customer encounters a brand, they should immediately grasp its value. “If they don’t, your strategy isn’t working, and that’s money down the drain,” AbdelMohsen adds.

REGIONAL SUCCESS STORIES: DESIGN THINKING IN ACTION

The Middle East offers compelling examples of how design thinking propels business success. Jumeirah Group, a Dubai-based luxury hotel chain, unveiled a new brand identity, which reflects a commitment to offering fresh perspectives on luxury, resonating with discerning travelers.

Similarly, the revitalization of Downtown Cairo showcases how design thinking can rejuvenate urban spaces. Through significant investments in restoring historic buildings and promoting cultural activities, the area is transforming into a vibrant cultural nexus, attracting diverse socio-economic groups and fostering a sense of community.

THE FUTURE OF BUSINESS LIES IN DESIGN THINKING

As Middle Eastern businesses navigate an increasingly competitive landscape, integrating design thinking into their strategies is essential. From branding and storytelling to consumer engagement, companies prioritizing design over aesthetics—embracing it as a strategic tool—will build stronger connections, foster loyalty, and drive sustainable growth.

In a region where innovation and tradition intersect, design thinking offers a pathway to create meaningful, culturally resonant, and economically viable solutions.

Delve deeper into human-centered and purpose-driven design, how AI is revolutionizing product design, designing the future of tourism, and more at the Innovation By Design Summit, partnered with Msheireb Properties, in Doha on May 21. Attendance at the Innovation by Design Summit is by invitation only. Delegates can register here to receive their exclusive invite.