What Xische does

Xische & Co. is a Dubai-headquartered strategic consulting, brand, and communication firm founded in 2001, operating across the UAE and Saudi Arabia from offices in Dubai Design District, Abu Dhabi, and Riyadh. The firm serves primarily government entities in the GCC (alongside a small enterprise book) with a service portfolio structured around five pillars: Strategy, Content, Design, Labs, and Transformation, supplemented by an Academy for leadership training and a Reports/Backstory research and newsletter arm. Its notable work includes branding for the UAE Space Programme, the Smart Dubai initiative, the Happiness Agenda, TAMM digital government platform for Abu Dhabi, Dubai Municipality rebrand, Saudi Heritage Commission identity, and Abu Dhabi Customs rebrand, among others.

The firm's technology layer is delivered through Xische Digital, a 120+ person entity operating as the group's embedded technology delivery arm, providing UX/UI design, product management, technology engineering, and cloud, data, and analytics services to governments and institutions. Proprietary methodologies include Hybrid Thinking, the Happiness Framework (informed by Seligman and Csikszentmihalyi), a Human-Centric Urbanism Framework, and a Journey-Led Government Experience approach. The firm operates on a professional services revenue model through project-based engagements, embedded squads, and consortium partnerships; pricing is not publicly disclosed. Distribution is direct, relying on long-standing government relationships, thought leadership (Backstory newsletter at 180+ editions, published reports, conference keynotes), and awards recognition such as the 2024 UAE Brand of the Year at GovMedia Awards. Leadership is held by CEO Danish Farhan and Managing Director Wisam Amid.

Name

Xische

Legal name

Xische & Co.

Website

https://xische.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Xische is a Dubai-headquartered strategic brand, design, and digital transformation consultancy founded in 2001, serving primarily UAE and GCC government entities across offices in Dubai, Abu Dhabi, and Riyadh with a 120+ person technology delivery arm.

Ownership category

akta.pro rank

Product category

Management Consulting — Brand Strategy and Digital Government Services

NAICS

Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Graphic Design Services (54143)

SIC

Services-Management Consulting Services (8742), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Customer Experience (CX) & Digital Experience (BPAHAEAC)

akta.pro secondary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Brand strategy consulting
• Government digital transformation
• Strategic communications
• Design thinking services
• Brand identity design

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Strategic Consulting Services: Management consulting, brand strategy, and communication strategy engagements for government entities and corporations.
2. Digital Transformation Services: Through Xische Digital, embedded squads providing digital transformation including UX/UI design, product management, technology engineering, and cloud/data/analytics services.
3. Content and Reports: Thought leadership content, reports on blockchain, AI, smart cities published and shared with government partners.
4. Academy/Workshops: Training programs including design thinking leadership training (trained 1000+ leaders) and workshops.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Xische & Co. is a Dubai-based strategic brand and communication consultancy providing brand strategy, identity design, content production, innovation programs, and digital transformation services to government entities and large enterprises across the UAE and GCC. Through its Xische Digital arm, the firm embeds 120+ person technology squads to deliver UX/UI design, product management, engineering, and cloud/data/analytics capabilities, supported by proprietary methodologies such as Hybrid Thinking™.

Product overview

Xische & Co. is a Dubai-based strategic consultancy offering brand strategy, design, content, and digital transformation services. The company operates as a unified consultancy with five core service pillars—Strategy, Content, Design, Labs, and Transformation—alongside specialized offerings including research publications, workshops, and a technology newsletter. Key named programs include the Happiness Agenda and Happiness Meter for Smart Dubai, the Emirates Mars Mission branding initiative, and the TAMM digital government platform for Abu Dhabi. Xische Digital extends the firm's capabilities into digital product engineering with a team of 120+ people. The portfolio spans government transformation projects, corporate branding, and thought leadership content production.

Differentiator

Problem solved

Functional benefit

Brands

• Xische Digital: Digital transformation practice embedding high-performing squads to digitally transform governments and global institutions with leadership, design and product engineering.
• Xische Reports
• Backstory

Products and services

• Strategy Services Strategic consulting for brand positioning, market advisory, organizational strategy, and transformation roadmaps delivered to government entities and enterprise clients in the UAE and GCC.
• Design Services Brand identity, visual design, UX/UI design, and creative production across digital and print mediums for governments and brands.
• Content Services Long-form content, reports, articles, newsletters, brand narratives, and storytelling for thought leadership and brand communications.
• Labs Services Innovation programs, prototyping, experimental initiatives, and emerging technology exploration for clients exploring future-facing concepts.
• Xische Digital — Digital Transformation Services Digital transformation division providing digital strategy, UX/UI design, product management, technology engineering, and cloud/data/analytics services through embedded squads to governments and global institutions.
• Academy / Workshops Training programs including design thinking workshops and leadership development, designed to build client capability in innovation methodologies.
• Reports and Publications Research reports including State of Play: Blockchain, Smart Cities, AI in the Middle East, and Rethinking Cities of Tomorrow, often produced with government and ecosystem partners.
• Backstory Newsletter Fortnightly newsletter covering global technology trends and their impact on the Gulf region, with 180+ editions published.

Quantifiable outcome

• TAMM digital signature reduced service process time from 4 days to 6 minutes
• +4 more outcomes

Named customers15 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Xische DigitalcoreStrategic or Co-development PartnerXische Digital is a related entity (member of Xische Ventures) with 120+ people embedding high-performing squads to digitally transform governments and global institutions with leadership, design and product engineering. Operates as the technology delivery arm of the group.
• Smart DubaicoreStrategic or Co-development PartnerLong-standing strategic partner for multiple initiatives including Happiness Agenda, Happiness Meter, Dubai Blockchain Strategy, and general brand strategy. Xische co-authored the Happiness Agenda and developed the world's first city-wide live sentiment capture engine.
• DIFC Fintech HivesupportingStrategic or Co-development PartnerSponsored partnership for 'State of Play: Blockchain' report investigating origin, ecosystem and shifts in blockchain technology. Report launched at their first Breakfast Buzz Series.
• Prime Minister's Office UAEcoreStrategic or Co-development PartnerDeveloped AI Guide and Blockchain Guide for the Office of Minister of State for Artificial Intelligence. Also developed Government Experience (GX) paradigm with 100+ authored articles under EGSE Program at World Government Summit.
• World Government SummitsupportingGTM or Marketing PartnerRegular partner for presentations and keynote productions. Featured at WGS with Dubai Municipality human-centric urbanism framework and other government transformation thought leadership.
• ArabNetsupportingGTM or Marketing PartnerLong-standing partnership for speaking engagements at ArabNet Digital Summit and ArabNet Riyadh. Presented keynotes on building capitals of the future and smart city initiatives.
• Digital DEWAcoreStrategic or Co-development PartnerCreated brand identity for Digital DEWA and conceived brand experience at Emirates Towers showcasing digital future of utility services. World's first digital utility.
• Dubai HoldingcoreStrategic or Co-development PartnerOngoing engagement since 2012 across Tecom Investments cluster, Dubai Creative Clusters Authority, Dubai Design District, and other subsidiaries with strategy consulting, branding, and digital transformation.
• The Executive Council of DubaicoreImplementation/ SI/ Consulting PartnerEmbedded partnership within Council's General Secretariat providing strategic support, research, recommendations, and implementation roadmap for key city-wide initiatives including Qarar decision-making framework.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• IDEO: Global design and innovation consultancy combining strategy, design, and technology. Highly comparable to Xische in hybrid strategy-design-tech delivery model and human-centered design approach, though serving global enterprise versus Xische's GCC government focus.
• Wolff Olins: Global brand consultancy with strong government and public-sector practice, including nation-branding work. Directly comparable to Xische's brand strategy and identity work for UAE government entities and Saudi Heritage Commission.
• Landor & Fitch: Specialist brand strategy and design consultancy with public sector and government clients. Comparable to Xische in delivering strategic brand transformations and identity systems for major institutions.
• FutureBrand: Global brand consultancy under Interpublic, with experience repositioning governments, cities, and public institutions. Closely comparable to Xische's UAE and Saudi government brand and digital identity work.
• Frog Design: Design and innovation consultancy combining strategy, design, and technology engineering. Comparable to Xische's hybrid consulting model and Xische Digital's embedded engineering squads.
• Pentagram: Independent design consultancy known for identity systems and brand strategy. Comparable to Xische in brand identity work and the design-led approach to government and institutional clients.

Broad incumbents

• Accenture Song: Global digital experience and design arm of Accenture competing for the same GCC government digital transformation mandates as Xische. Overlaps with Xische Digital's technology engineering and customer experience delivery.
• Deloitte Digital: Global consulting digital practice delivering large-scale government and enterprise transformation. Competes with Xische on major GCC ministry and smart-city programs at a much larger scale.
• McKinsey & Company: Global management consultancy with active Middle East government practice covering strategy, digital, and organizational transformation. Operates in the same strategic consulting space as Xische but at a vastly larger scale.

Regional players

• Mawasem: Middle East-based creative and digital agency serving government and enterprise clients across the Arab world. Direct regional competitor to Xische in government branding and digital communications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/xische
• LinkedInlinkedin.com/company/xische
• Facebookfacebook.com/xische

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xische