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STRATEGY
BYDESIGN

We have built unforgettable brands with design, innovation and storytelling for over two decades.

 
 
 

A Dubai-based strategic lobbyist, brand and communication group helping governments and brands innovate, transform and matter.

We created Dubai's first national tourism brand, helped build the Smart Dubai initiative, co-authored the Happiness Agenda, branded UAE's Mission to Mars, trained 1000 leaders in design thinking, and help lead digital transformation for the Abu Dhabi Government.

Xische (pronounced zi-shay) is headquartered in Dubai Design District, with offices in Abu Dhabi and Riyadh.

We are a member of Xische Ventures

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Our new identity and brand strategy captures the untold story of Dubai Municipality shaping the city since 1954.

 
EXPLORE CASE STUDY
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Our work for the UAE space program has now reached zero-gravity aboard the International Space Station.

 
EXPLORE CASE STUDY
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A brand system for Islamic heritage sites across Makkah and Madina dating back to 632 CE.

 
EXPLORE CASE STUDY
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Our new identity to champion, inspire and lead the digital future of Abu Dhabi with a universal symbol.

 
EXPLORE CASE STUDY
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Featured
Evoteq
Design, Strategy
Evoteq
Design, Strategy

A transformative strategy and brand for EVOTEQ.

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Design, Strategy
Sony PlayStation - MEA
Design, Transformation
Sony PlayStation - MEA
Design, Transformation

We helped launch and grow PlayStation MENA by localizing the brand and driving regional engagement across social and on-ground campaigns.

Read more →
Design, Transformation
Awqaf Abu Dhabi
Design, Strategy, Content
Awqaf Abu Dhabi
Design, Strategy, Content

A new brand for a new vision for Awqaf Abu Dhabi.

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Design, Strategy, Content
Abu Dhabi Customs
Design, Strategy
Abu Dhabi Customs
Design, Strategy

Building the award-winning brand identity for the gateway to Abu Dhabi.

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Design, Strategy
Wasl
Design, Strategy, Content
Wasl
Design, Strategy, Content

Wasl. Building a new brand system and narrative for Dubai’s largest land guardians.

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Design, Strategy, Content
Dubai Municipality
Design, Strategy, Content
Dubai Municipality
Design, Strategy, Content

A transformative strategy and brand for Dubai Municipality.

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Design, Strategy, Content
Saudi Heritage Commission
Content, Design, Transformation
Saudi Heritage Commission
Content, Design, Transformation

Xische was commissioned by the Saudi Heritage Commission to build a brand story and system for Islamic heritage sites across Makkah and Madina dating back to 632 CE.

Read more →
Content, Design, Transformation
Furry Friends
Design, Strategy
Furry Friends
Design, Strategy

A rebrand that stays true to the warmth behind every wag, purr, and paw print.

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Design, Strategy
Abu Dhabi Data
Design
Abu Dhabi Data
Design

Xische was approached to build on our original brand system for Abu Dhabi Digital Authority, and create a recognizable consolidated program focused on national data — Abu Dhabi Data

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Design
Dubai Municipality: Human Metaverse
Content
Dubai Municipality: Human Metaverse
Content

The Office of the Director General of Dubai Municipality tasked Xische to help build an immersive exploration of the human-centric potential for cities in the metaverse, to be revealed at the World Government Summit 2022.

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Content
RTA: Expo 2020
Strategy, Academy
RTA: Expo 2020
Strategy, Academy
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Strategy, Academy
Tamm: Abu Dhabi Government
Design, Transformation
Tamm: Abu Dhabi Government
Design, Transformation

Xische led a global consortium of digital transformation and user experience experts to deliver a complete revolution in business service experience for the Government of Abu Dhabi.

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Design, Transformation
View All WORK
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AWARDS & RECOGNITION

UAE BRAND OF THE YEAR AWARD 2024

Our new identity for Abu Dhabi Customs has been announced as government brand leader at the 2024 GovMedia Awards, Singapore.

CASE STUDY
 
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RECENTLY PUBLISHED

All Articles
A watershed moment in blockchain legislation is coming
Opinion, Blockchain
A watershed moment in blockchain legislation is coming
Opinion, Blockchain

The US presidential election will deliver remarkable new views on blockchain technology

Read more →
Opinion, Blockchain
The Art of Brand Storytelling
Talks, Opinion
The Art of Brand Storytelling
Talks, Opinion

Mary Ames, took center stage at the Women-In-Tech Startup Program, sharing insights on the art of brand storytelling, turning passion into purpose, and the tools for creative impact for tech-savvy women entrepreneurs.

Read more →
Talks, Opinion
Smart Cities' AI Moment
Opinion, Published, Smart Cities
Smart Cities' AI Moment
Opinion, Published, Smart Cities

Technology Integrator — Surging AI capabilities are reigniting smart city programs. City leaders have an opportunity to seize the moment — or risk getting left behind for good.

Read more →
Opinion, Published, Smart Cities
All Articles
Smart Cities' AI Moment
Smart Cities' AI Moment

Technology Integrator — Surging AI capabilities are reigniting smart city programs. City leaders have an opportunity to seize the moment — or risk getting left behind for good.

Read more →
Restart Growth with Design Thinking
Restart Growth with Design Thinking

Gulf News — As the world enters the next chapter of the Covid-19 pandemic, local and global economies have the opportunity to push re-start on design-driven innovation.

Read more →
It's Time To Overhaul Our Digital Culture
It's Time To Overhaul Our Digital Culture

The National — The global response to Covid-19 has been a watershed moment for Big Tech. The actions we take today will have lasting impact beyond the pandemic.

Read more →
Storytelling Will Outlive Any Pandemic
Storytelling Will Outlive Any Pandemic

Gulf News — Now more than ever, stories are the glue that keeps people together. Danish Farhan argues that business leaders need to return to the power of storytelling to survive the crisis.

Read more →
Managing A Transition to Remote Work
Managing A Transition to Remote Work

Gulf News — Xische has been experimenting with remote work for several years. Managing Director Wisam Amid shares insights learned from coordinating teams across 4 continents.

Read more →
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FEATURED CLIENTS

 
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Rethinking Cities of Tomorrow

Dubai Municipality commissioned us to examine historical and modern contexts of human-centric urbanism at World Govt Summit.

Download

State of Play: Blockchain

This report sponsored by Smart Dubai and DIFC Fintech Hive investigates the origin, current global models, and predicts shifts in the 4IR.

Download
 
View all reports
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With a team of 120+ people Xische Digital embeds high-performing squads to digitally transform governments and global institutions with leadership, design and product engineering.

GO TO XISCHE DIGITAL
 

  • Organizational and service assessment, roadmap and digital transformation strategy building.

  • Research, persona interviews, user and service journey-mapping, UX strategy and UX/UI design.

  • Product visioning, business outcome alignment, cross-functional leadership and ops management.

  • Architecture design, tech stack definition, DevOps, agile delivery and quality assurance.

  • Cloud migration, data architecture, analytics and AI-powered use-case definition and solution build.

 
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