For one of the world's most ambitious developments, I led a team to conceive a digital strategy for NEOM's 'The Line,' creating a unified vision that integrated sustainability with luxury experiences and aligned all key stakeholders on a single, actionable roadmap.
Deep immersion & research
The process began with a thorough immersion into NEOM’s existing strategies and business landscape. The team and I then conducted in-depth qualitative research, interviewing key stakeholders and the target audience of ultra-high-net-worth tourists and investors.
This research yielded a comprehensive report on user needs and expectations, forming the foundation for a series of initial journey maps that traced the ideal resident and visitor experience.
Collaborative vision-setting
With research insights in hand, I designed and facilitated a two-day innovation workshop in Riyadh. This brought together NEOM leadership, infrastructure teams, marketing, and partner agencies for the first time.
Through a series of structured exercises, the workshop achieved:
- Alignment of all parties on a unified vision for NEOM’s digital future.
- Validation and refinement of multiple customer journey maps based on collective expertise.
- Identifiecation and prioritisation of key frontstage and backstage digital opportunities that would deliver a truly seamless user experience.
Bringing thevision to life
To ensure the strategic vision was understood and embraced by all stakeholders, the key experiential concepts were brought to life through an inspirational vision video. Working with a motion production team, I oversaw the storyboarding and art direction of a compelling narrative using brand assets, data visualisations, and an AI-generated voiceover.
This video served as a powerful tool to engage and excite stakeholders for the next phase of development.
Results
The engagement delivered a clear, actionable, and unified digital direction for the Gulf of Aqaba development.
Comprehensive digital & innovation strategy
Provided NEOM with a strategic roadmap outlining the core pillars of their next-generation digital ecosystem.
Executive & cross-functional alignment
The collaborative workshops successfully unified leadership, internal teams, and external agencies around a single, ambitious digital vision.
High-value experience opportunities
Identified and mapped critical digital touchpoints that will form the backbone of NEOM’s luxury, tech-enabled resident and tourist experiences.
Powerful stakeholder engagement tool
The vision video was successfully used to communicate the strategy, secure buy-in, and inspire all partners involved in the project’s execution.