Featured Projects

Facebook

Office Fit-Out

Project Overview: The Facebook Office Fit-Out project required a compelling proposal that demonstrated our understanding of the global brand, its workplace vision and the technical requirements of delivering a high-quality corporate environment.

Bid Strategy: Our approach focused on combining creative storytelling with technical expertise, positioning ISG as a trusted delivery partner capable of translating design aspirations into reality.

Proposal Differentiation: We developed a bold, visually driven proposal inspired by Facebook's brand identity, using the iconic blue architectural feature to communicate connectivity, innovation and possibilities while creating a distinctive and memorable submission.

Apple

Office Fit-Out

Project Overview: The Apple Office Fit-Out proposal focused on demonstrating ISG’s global delivery capabilities, extensive experience with Apple projects worldwide and established understanding of the client's brand, workplace standards and expectations.

Bid Strategy: Our strategy leveraged ISG’s global expertise and long-standing relationship with Apple, drawing on lessons learned from previous projects to anticipate potential challenges, proactively address client concerns and develop solutions before issues arose.

Proposal Differentiation: We developed a minimalist, Apple-inspired proposal that reflected the brand’s design philosophy while emphasising our proven delivery experience, familiarity with the client's requirements and ability to provide a seamless, reliable project experience.

EATON Middle East

Manufacturing & R&D Facility

Project Overview: One of ISG Middle East’s most significant projects in terms of scale, value and client profile, involving the delivery of an 89,000 sqm advanced manufacturing and R&D facility incorporating automated production areas, engineering offices, warehousing and a Customer Experience Centre.

Bid Strategy: Our strategy focused on demonstrating ISG’s capability to deliver large-scale, technically complex facilities, with particular emphasis on construction methodology, specialist coordination, programme certainty and operational efficiency.

Proposal Differentiation: We developed a bold, technology-inspired proposal reflecting Eaton’s core values of power, innovation and reliability. The visual narrative reinforced our technical expertise and positioned ISG as a capable, forward-thinking partner for a landmark industrial development.

A tablet with a keyboard displaying a landscape scene of sand dunes and a night sky with stars, titled 'E33 Eaton FZE Head Office & Production Facility'.

Citibank

Office Fit-Out

Project Overview: A major corporate office refurbishment for Citibank, involving demolition and complete fit-out of two floors (L03 and L07) within DIFC Precinct Building 2. The project demanded high standards of quality, security and technical coordination within a prestigious financial environment.

Bid Strategy: Our strategy focused on demonstrating ISG’s expertise in delivering complex corporate refurbishments, with particular emphasis on programme certainty, stakeholder coordination, risk mitigation and the successful management of works within an established commercial building.

Proposal Differentiation: We developed a sophisticated, brand-inspired proposal incorporating Citibank’s iconic umbrella identity to symbolise protection, trust and reliability. The submission combined strong visual storytelling with technical credibility, positioning ISG as a dependable delivery partner capable of meeting the client's exacting standards.

Top-down view of a round white table with a tablet displaying a digital graphic, a cup of black coffee, glasses, and a white stylus.

Majid Al Futtaim

City Centre Mirdif City Kitchen Works

Project Overview: A major refurbishment and redevelopment project within City Centre Mirdif, involving complex structural, MEP and architectural works in an operational shopping mall. This marked our third project with Majid Al Futtaim, building on an established relationship and proven retail delivery experience.

Bid Strategy: Our strategy leveraged our existing relationship with MAF, focusing on programme certainty, minimising tenant disruption and early procurement. We developed a detailed four-zone construction sequence, engaged key subcontractors during the tender stage and proactively addressed engineering and long-lead procurement risks.

Proposal Differentiation: We adopted a distinctive desert-inspired visual identity reflecting MAF's regional presence, complemented by a client-focused "You Spoke, We Listened" narrative. The proposal demonstrated our understanding of the client's priorities through practical, project-specific solutions rather than generic commitments.

Person holding a tablet displaying colorful abstract graphic titled 'City Centre Mirdif' with a cloud and rainbow arch, indoors near a window.

Mubadala

Multi-Floor Office Fit-Out | Two Towers

Project Overview: A major workplace transformation programme for Mubadala, involving the phased refurbishment and fit-out of multiple floors across Mubadala Tower and Al Mamoura Tower. The project required complex coordination, concurrent delivery and careful planning to maintain operational continuity.

Bid Strategy: Our strategy leveraged ISG’s global capabilities, extensive Abu Dhabi fit-out experience and previous delivery for Mubadala-related entities. We developed a detailed construction programme, interactive 3D logistics animation and an alternative delivery scenario demonstrating potential programme savings of 12–16 weeks.

Proposal Differentiation: We created a distinctive, culturally inspired proposal reflecting Mubadala’s UAE heritage, global ambitions and investment diversity. Through a dedicated Brand Synergy narrative, we aligned ISG’s international project portfolio with Mubadala’s investment sectors, positioning ourselves as a long-term strategic partner rather than simply a contractor.

A desert landscape with sand dunes and a blue box labeled 'ISG PRO POSAL' placed on the sand.

Beyond the Highlights.

Beyond the featured projects, my professional journey spans a diverse portfolio of workplaces, hospitality destinations, retail environments, healthcare facilities and landmark developments across the UAE. Each represents a different challenge, client ambition and opportunity to contribute through bid strategy, creative proposals and work-winning initiatives.

Microsoft Dubai Internet City | Huawei HQ | Ericsson Innovation Hub | FTI Consulting | Miral HQ | Tabreed HQ | Linklaters DIFC | ADGM | ICD Brookfield Micro Suites | ICD Brookfield Community Hub
Mall of the Emirates | Mina Al Salam, Madinat Jumeirah | Beit Al Bahar Villas, Jumeirah | Golden Tulip Media Hotel | Akira Back Restaurant, W Dubai | SoBe Rooftop Lounge, W Dubai
Mall of the Emirates West End Refurbishment | Nakheel Mall | Roxy Cinemas, Dubai Hills Mall | Roxy Cinemas, Boxpark | 1Rebel Gym | Playtown, City Walk | Yas F1 Paddock Club
Expo 2020 Thematic & Country Pavilions | Expo 2020 Media Centre | Expo 2020 Parcel A Offices | Expo 2020 Food Halls | Expo 2020 Local Gems | Expo 2020 Best of the Best Restaurants
University of Birmingham Dubai | University of Wollongong Dubai | Youth Hub, Abu Dhabi

Marketing & Brand Strategy

Creativity That Converts.

My marketing experience spans strategic planning, brand development, creative direction and the execution of integrated digital and print campaigns. From leading marketing teams and managing budgets to driving lead generation, sales conversion and brand visibility, I have consistently focused on turning creative ideas into measurable business results.

These initiatives contributed to AED 78 million in sales and earned multiple industry awards, including Best Marketing recognition at the Gulf Real Estate Awards and Arabian Property Awards.