Explore Our work

ALULA Global Brand Campaign | Forever Revitalising

Challenge
Launching AlUla's global destination campaign across multiple markets, languages and channels while maintaining a consistent brand story.

Approach
Developed an integrated content strategy, coordinated cross-functional teams and ensured every touchpoint—from paid media to website content—supported a single narrative.

Result
Successfully delivered a multi-market campaign across six languages, exceeding performance targets and creating a more connected customer journey.

"Lamia played a key role in elevating the quality, consistency and effectiveness of our marketing output. She successfully led complex multi-market campaigns across six languages, improved cross-functional collaboration, and consistently translated strategy into measurable results. Her ability to balance strategic thinking with flawless execution made her a trusted partner across the organisation."

Marketing Director, AlUla

Desert landscape with large carved rock formation, smaller rock formations in the distance, sandy ground with small bushes, and a person sitting on the sand wearing a hat and white shirt, looking at the rock formations, with an overcast sky.

more work we are proud of

Close-up of a gold-embossed emblem with a globe and the words "Espónar World Cup" on a black background, resembling a trophy or award.

Esports world cup riyadh 2023

Challenge

Launch a brand-new global Esports World Cup event and competition from Riyadh while navigating creator skepticism, international scrutiny and a highly visible global audience. The challenge was to create a narrative that could be adopted consistently across creators, media and digital channels.

Approach

Developed the launch narrative and content framework across pre-event, live-event and post-event phases, ensuring consistency across creator content, social media, paid campaigns and major global activations.

Result

Delivered a globally consistent launch across digital, creator and out-of-home channels, including Times Square, Piccadilly Circus and Burj Khalifa.

A presentation board displaying a colorful, segmented chart about District 2020, including sections on partnerships, services, events, and attractions, with images of a car, a container, a staircase, shopping mall, greenery, and a restaurant.

District 2020 brand launch

Challenge

Launch and market the legacy of Expo 2020 while the event itself remained the centre of attention. The challenge wasn't simply creating a new destination brand, it was helping investors, commercial partners and stakeholders understand what came next and why it mattered.

Approach

Built a consistent narrative around District 2020's vision as a sustainable, innovation-led urban destination. Across brand campaigns, content, events, media engagement and digital touch points, we ensured every interaction reinforced the same core message.

Result

Successfully generated interest from commercial partners looking to establish a long-term presence beyond Expo 2020. The legacy narrative resonated strongly with media, government entities and business stakeholders, helping lay the foundations for what would later become Expo City Dubai.

Instagram profile page for enowa_neom, a company focused on energy, water, and hydrogen solutions. The bio mentions a partnership with nature for sustainable energy and water, with links to LinkedIn. The page has various highlights including Circularity, Our People, Energy, Water, and Hydrogen. Below are photos of diverse people in business and scientific settings, a scenic road through a desert landscape, and some group meetings.

ENOWA brand launch 2022/2023

Challenge

Launch a new sustainability-focused brand in a market facing skepticism around environmental claims and greenwashing.

Approach

Developed a content strategy focused on credibility, transparency and thought leadership, helping establish a clear voice across social and digital channels.

Result

Built the foundations of ENOWA's digital presence and positioned the brand as a credible contributor to conversations around energy, water and sustainability.

  • “Lamia helped position our consultancy to speak credibly to both international and Arabic-first audiences, without losing our voice in either. Our brand message was consistent and everything felt connected. Strategic, culturally sharp, and a pleasure to work with.”

    Co-founder, Innobrate Consulting

  • "I had the privilege of working with Lamia, and what I admired most about her was her accountability and proactiveness. She consistently takes ownership, anticipates what is needed, and follows through with a level of professionalism that makes her a trusted partner to work with. She had a unique talent for transforming technical and strategic concepts into compelling narratives that resonated with a wide range of audiences, from senior executives to external partners. Beyond her communication expertise, she is a highly collaborative professional who approaches every project with creativity, empathy, and a genuine commitment to delivering value. I would highly recommend Lamia to any organization looking to strengthen its storytelling, communications, and brand presence"

    Chief of staff, VCM

  • "Lamia is one of the easiest people I’ve worked with. She has been a key partner in delivering content across our website, mobile app, email and push notification channels, while also bringing valuable user experience and information architecture perspectives to the table. She has a knack for taking complex requirements and helping shape them into clear, effective content and experiences that work for both the business and the end user. What I value most is her ability to stay calm and find solutions when plans change at the last minute. In every interaction, from working with business stakeholders to leading her team and partnering across functions, she consistently brings good judgement, creativity and a genuine willingness to help. Combined with her strong work ethic and collaborative approach, she is someone I trust completely and enjoy working with on every project."

    Head of Digital Experience, AlUla