Dubai Holding's shift from a real estate company to investment powerhouse

Dubai Holding is one of the GCC's most significant investment conglomerates. But a portfolio that size carries a perception problem: when you manage everything from residential communities to hospitality, it's easy to be seen as a real estate company rather than an investment-grade institution.

I was brought in as the lead UX designer to help reposition Dubai Holding's digital presence — shifting the brand's perception from real estate company to serious investment vehicle, the kind of company that sits alongside the likes of BlackRock in the minds of institutional investors and sovereign wealth funds.