Al Nasser

From products to performance. From sales teams to design leaders

CONTEXT

Al Nasser Lighting set out to reposition itself within the Saudi market - from a product-led business to a design-led organisation capable of engaging architects, designers and developers at a higher level

THE PROBLEM / THE INTERVENTION

The business operated with a traditional commercial model, focussed on products rather than design thinking or experimental understanding.

+ Limited engagement with the design community

+ Lack of confidence design-led conversations

+ Missed opportunities to influence projects at an early stage.

Perception

Lighting was reframed as a spatial and experimental discipline, enabling teams t understand and think beyond products

Expression

New roles and capabilities were developed, allowing individuals to communicate ideas, advise on projects and engage meaningfully with architects and designers

Performance

A hybrid model was implemented - combining showroom, consultancy, and education - supported by continuous, applied training embedded within real project scenarios

OUTCOME

Transformation into a design-led organisation

Stronger engagement with architects and developers

Increased confidence and capability across teams

A new commercial model integrating space, knowledge and advisory

INSIGHT

When people understand and can communicate design, businesses move from supplying products to shaping projects

Board of directors were insightful and 10 years ahead of the local market. A market now ready, willing and seeking this service