02 · Creative · Mash Global

Craft as a
line item.

Campaign ideas, identity systems, art direction. We do not farm this out. Every senior creative is on payroll and on the floor — which is why the work stays consistent from pitch to delivery.

38 Full-time creatives on staff
7 Cannes & Dubai Lynx finals, 2024–25
92% Of shipped work led by original team
0 Freelance subs for senior creative roles
Why we are built for this

Three reasons clients keep us on retainer.

01 · Always on the floor

Senior creatives on payroll

The ECDs who pitch your brief are the ones who review the final edit. No bait-and-switch, no offshore craft.

02 · System thinking

Identities that flex

Identity systems that work on a stadium, a story and a spreadsheet. We design the rules so junior teams can stay on-brand at speed.

03 · Regional instinct

Bilingual by default

Every campaign concepted in Arabic and English simultaneously. Type, rhythm and humour — not just translation.

How engagements run

A five-step cadence,
tightened every quarter.

The rhythm is the same whether we are on a six-week sprint or a three-year retainer. Pre-empt, do not react.

Step 01
Brief
A shared first-principles read of the strategy and ask.
1 wk
Step 02
Explore
Three divergent territories, each with its own logic.
2 wks
Step 03
Converge
One idea, rigorously pressure-tested and art-directed.
1 wk
Step 04
Produce
In-house art direction, copy, motion and finish.
3–6 wks
Step 05
Evolve
Post-launch iteration on the system, not just assets.
Ongoing
What you actually get

Scope we have priced and shipped.

01

Campaign platforms

Ideas built to run for three years, not three weeks.

02

Visual identity systems

Logo, type, color, motion, tone — a kit that scales.

03

Art direction

Across film, print, OOH, social and spatial.

04

Copywriting

Arabic, English, or a rhythm that lives between both.

05

Packaging & print

Retail-ready with real printer conversations.

06

Sonic branding

Logo sonics, ads, and ambient systems.

Creator network · 2025

The Fuse Collective.

An identity system and campaign platform for Ooredoo’s creator arm — launched with 24 creators, adopted by the whole network inside a quarter.

Read the case study
12MViews, first 30 days
24→210Creators onboarded
+36%Ooredoo brand-love, 18–34
1System, six markets
The bench

Who is on the brief.

RF
Rami Fouad
Executive Creative Director
Leads all creative
SA
Sara Atiyeh
Design Director
Identity & systems
ON
Omar Naseer
Art Director
Film & OOH
AB
Aya Baz
Head of Copy
Arabic & English
Frequently asked

Questions clients ask us at kickoff.

Do you pitch speculative work?
Rarely, and never at scale. We run a paid two-week territory sprint instead — better for us, better for you, better for the work.
Can you work with our existing brand guidelines?
Yes. We often stretch or rebuild guidelines in parallel to a campaign, so the system does not calcify.
Who owns the work?
You do, upon delivery. We keep portfolio rights. Nothing is syndicated to another client.
Is the creative team the same from pitch to production?
Yes. It is the whole reason we are structured this way.
Start here

A brief in mind?
Let us scope creative.

Tell us what you are working on. We will reply within 48 hours with a scope, a team and a timeline.

Start a project