SYPartners is a design driven consultancy that works alongside Fortune 100 CEOs, leaders of nations, and their executive teams to imagine new futures they want to create—then build the strategies, culture, tools, and human behavior to make that vision a reality.
Together with IDEO, SYPartners is a founding member of the kyu collective - A group of unique creative firms working with global organizations to build markets, movements and brands that can address the most significant challenges facing business and society.
During my time as a Senior Strategist with SYPartners, I led a series of Business Development efforts for the San Francisco office. Most notably, a compelling vision for SYPartners’ first venture in the Middle East region.
What does the future of travel look like? How do we capture and distill the enduring values of the Bedouin Emirati culture to forge a lasting brand? Can an airport become a beacon for a nations dream of a beautiful future?
Working directly with the government stakeholders we designed a collaborative end to end journey that distilled the essence of Emirati values, shaped the main design principles for the work ahead, and ultimately influenced how the brand came alive through visual expressions, new programming, partnerships, and employee behavior.
The MTB Terminal is due to launch in 2020. More information available upon request.
My contributions: proposal narrative and point of view / stakeholder interviews / design research / vendor management / UX design / partnerships and programming design