1. Can you tell us about the inspiration behind founding Project32 and its vision for the corporate design and media landscape in Saudi Arabia?
Project32 was sparked by a blend of passion for design and a keen awareness of a gap in the Saudi market. Launched in 2017, our dream was to create a studio that could capture the heart of Saudi culture and the ambition of its businesses in every design. We’re on a mission to propel local brands onto the global stage, transforming them into household names that resonate worldwide. It’s about more than just visuals—it’s about weaving stories, experiences, and dreams into a brand’s DNA that can transcend borders and touch hearts.
At Project32, we ensure that every brand we partner with can share its story with the world in the most captivating way possible.
2. Your portfolio includes collaborations with prestigious entities like the Ministry of Health and Formula 1. Can you share insights into how these collaborations came about and the challenges you faced?
Our journey to collaborate with icons like the Ministry of Health and Formula 1 has been thrilling. It’s the fruit of purposeful networking and a reputation for boundary-pushing design. Each collaboration brought unique challenges—navigating complex structures or racing against time to meet Formula 1’s dynamic needs. Our team’s relentless pursuit of excellence and our drive to deeply understand our clients’ visions have turned these challenges into milestones of achievement we proudly share.
3. As a trailblazing figure among women entrepreneurs in Saudi Arabia, what advice would you give to aspiring entrepreneurs, particularly women, looking to break into the industry?
To the women with a spark of entrepreneurship in their eyes: trust in your strength, treasure your unique viewpoint, and surround yourself with people who believe in your journey. Reach for mentors, never stop absorbing knowledge, and when faced with obstacles, look for the lessons they offer. Your journey will be as unique as you are—embrace it fully.
4. Balancing entrepreneurship and family life can be challenging. How do you manage this balance, and what strategies have helped you succeed both professionally and personally?
Balance is less about perfect harmony and more about navigating the ebbs and flows with grace. I immerse myself wholeheartedly in both worlds—family and business—ensuring I am
100% present in the moment. By mastering delegation, valuing time, and relying on a circle of support, I find strength and success in both roles.
5. How do you ensure your designs resonate with the Saudi audience while setting new industry standards?
Our secret sauce? It’s a deep dive into the rich tapestry of Saudi culture, an unwavering commitment to authenticity, and a pulse on the latest global design innovations. We don’t just design; we craft experiences that echo the values and dreams of our audience, setting the bar ever higher in the design world.
6. Beyond your professional endeavors, how do your personal interests influence your creative process and approach to entrepreneurship?
My passions—be it the adrenaline of sports, the enrichment of travel, or the marvels of technology—infuse my work with vibrancy and vision. They provide a fresh perspective and inspire innovative approaches to design and business challenges, fueling my drive to push the boundaries of what’s possible in entrepreneurship.
7. Establishing Saudi brands that compete globally is ambitious. What steps do you believe are crucial in achieving this, and what role do you see yourself playing?
Global recognition starts with a strong local root. It’s about crafting identities that speak a universal language while honoring their origins. Excellence and innovation are our compass. As for my role, think of me as a guide who empowers brands to navigate this thrilling expedition, ensuring they shine brilliantly on the international stage.
8. Can you share any upcoming projects you’re excited about, and how do you envision them impacting the luxury and corporate design spheres?
There are projects on the horizon that make my heart race—a fusion of luxury, innovation, and cultural flair. They’re set to redefine what’s expected in our industry, and I can’t wait to unveil them. Stay tuned for a new chapter in design that celebrates our roots and reaches for the stars.
9. With your experience, what are the key trends shaping the future of advertising and branding, especially in Saudi Arabia and the luxury market?
The key trends in advertising and branding are a personal touch, digital agility, and cultural richness. These are the guiding points for the future of branding, reshaping the dialogue between brands and their audiences and demanding a deft blend of tech-savvyness and an empathetic understanding of consumer desires.
10. Lastly, what legacy do you hope to leave through your work, and what do you hope others will remember most about your contributions to the industry?
I hope to leave behind a legacy of inspiration, courage, and transformation. May Project 32 be remembered as a catalyst that sparked an era of Saudi design excellence, and may our story encourage the next wave of dreamers to build with heart and bold ambition.