The Cut
Retail interior · spatial identity
Dubai · Worldwide · Est. 2023
We shape
the unseen.
A creative house shaping modern brands through strategy and design. We translate brands into impact.
01 / Our point of view
Human touch.
Unmistakable
presence.
In a world full of artless noise, we bring meaning back to creativity.
We look beyond the surface to find what makes a brand alive—and turn that instinct into an identity that cannot be copied.
Discover our approach ↘02 / Selected work
Identity, design & culture
Clé De Vie / Brand world
Ideas become
brands.
02.1 / Recent work
Selected worlds.
Identity, packaging, play and spatial direction made for brands that want to be remembered. Five distinct worlds, carefully edited from the latest work.
View project ↗
YOKU
Japanese restaurant · identity & packaging
Nut Crumbs
Packaging · campaign imagery
03 / A different kind of worldThe art of play.
Two Nilco stories. Distinct ideas, one belief: design becomes memorable when people can interact with it.
Special Editions
Nilco · custom brand games
SEVEN
Nilco · special-edition games
SYSTEM LOCKED / FOUR DISCIPLINES · ONE BRAND WORLD
03 / What we do
Before you call it
a service, it already
exists as a result.
Marketing strategy
We build the roadmap that connects brand to audience and performance.
↗Branding
We define how brands think, speak and exist.
↗Design & visuals
We create visual systems that shape how brands are seen and remembered.
↗Digital & social media
We shape how brands live, communicate and evolve online.
↗Advertising & performance
We turn strategy into visibility, reach and measurable growth.
↗Media production
We capture and produce the visual execution of brand moments.
↗Experiences & activations
We bring brands into physical spaces where they are experienced, not just seen.
↗Web & digital platforms
We build the digital foundations where brands exist and operate.
↗04 / Co-founder
Mohamed
Sallam.
Creative designer and co-founder of Clé De Vie, driven by visual storytelling, modern branding and contemporary digital culture.
With a background in interior design, Mohamed combines aesthetics, detail and artistic direction to create meaningful, culturally relevant brand experiences.
05 / Our process
Instinct,
made intentional.
- 01Listen deeply
We uncover the ambition, tension and human truth at the heart of the brand.
- 02Define boldly
We turn insight into a clear strategic position and a distinctive creative direction.
- 03Build beautifully
We create every expression as one connected, memorable brand world.
06 / Our clients
Selected referencesBrand worlds made together
Calientes
Theyab Awani Sports
The Cut
Refine Dental & Aesthetics
Borders
Nilco
Pocari Sweat
ConektrF&BFashion & luxuryAutomotive cultureHospitalityBeauty & wellnessClinics & aestheticLifestyle brandsModern startups
Our experience spans established businesses and ambitious modern startups across the sectors that shape contemporary culture.