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Helping Brands Discover their Heart

A truer direction for businesses

At MCG, we are passionate about your passion. This sounds like a random tagline but it is the truth. We believe the secret to a successful brand is a very simple one: A passion for what it is you do and why you do it (your Core Creative). Successful brands use that passion as a reference point when making decisions regarding their brand, especially when translating their story into a visual medium; as well as extending that passion to their employees - making them true brand ambassadors.

Shoot for the Moon

When people think about design, they tend to focus only on visual aspects. The beautiful imagery and emotion-activating outputs. This is why design is and will always be considered vital to a company’s growth. Especially in today’s digital world.


We focus on helping our clients develop to develop stronger ideas and strategies via teaching them how to align themselves with a more design-centric method of operations via the adoption of Design Thinking. Improving marketing outputs but also the overall brand direction via alignment to a more design-centric way of operating.

Even though Design Thinking was developed within the design and creative industry, this does not mean that they do not apply to every type of business. In truth, as long as a business need to generate ideas and solve business problems, then becoming more design-centric is to the companies benefit.


“Indeed, I believe that creative thinking in business and like is utmost important or necessity, why, because, it is  a way of looking at problems or situations from a fresh perspective that suggests unorthodox solutions (which may look unsettling at first). Creative thinking can be stimulated both by an unstructured process such as brainstorming and by a structured process such as lateral thinking.   


M Ashraf , Saqr Al-Khayala Group 

Creation not competition

A good Design output / creative strategy isn’t something that just happens via just having a good designer in-house. There is a tried and tested methodology of creative use that allows them to discover the undiscovered, truly thinking ‘outside of the box.


It doesn’t matter if you fill a company with the best designers and creatives in the world or if your company simply employs one designer. Without the foundational understanding of how to position design as a profit-driving tool, the creative will often fail to deliver its full potential.


Via Design Thinking, companies can create a more effective business culture that can swiftly identify and answer any business queries, while simultaneously working towards a well-defined business growth plan.


Successful brands use their passion as a reference point when making business decisions. This is especially true when translating a brand story into a visual medium. Following brand, passion is the cusp of what we mean by ‘create, not compete. A company that focuses solely on competing against its rivals will never be at the innovative forefront of its business. Whilst, on the other hand, a company that rather than ‘follow the crowd,’ chooses to focus on their passion for business (what we call its Core Creative) and being the best at what they do and how they do it, will always lead.

Using Design Thinking to Discover Brand Heart

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By using Design Thinking as a framework within all areas of operations (Sales, Framework, HR, Marketing, brand direction). The design process speaks directly to the human experience. When applied correctly, the design process is collaborative, focused, considered and excited with surgeon like precession yet somehow, it also remains agile and innovative with the ability to handle any unseen problem thrown at it. These are all aspects of growth that any company can benefit from. By having a defined brand story and direction under which all can rally around, the business can better focus on the brand directives.

Our Services

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How we took market research outputs to the next level with our collaboration with Universal Musics In-house research department

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Harris Interactive was excited to see us put our skills and abilities to work on some of their marketing output and for good reason.

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Guru had the pleasure of working with start-up CBD brand Hempsmile. Creating a brand identity and ethos to help

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Oliver Kempski,

Senior Director, Global insights at Universal Music Group

I have worked with MCG for many years and they are fantastic at re-thinking how insight is best delivered for maximum impact. Rather than just delivering outputs they challenge researchers from the very start of projects to think differently, distil the key findings and ensures you pull stories from data before delivering in a truly compelling way. Experimentation is key in challenging existing practices and more of this is needed for the research industry to progress from delivering data to truly delivering insight.

Sabrina Qureshi,

Head of Online Communities at Harris Interactive

I worked with MCG to really help promote and progress the design thinking at Harris Interactive, with particular focus on the communities solution. Slim and his team helped to produce some great collateral, but also helped to guide the team through this first time process and teach us to refine and iterate. It was a steep learning curve with lot's of tips to help us with future projects

Tim Pritchard,

Managing Director, Customer Experience, Kantar. Board Director, Kantar Insights UK

Slim is a great guy. We worked together on countless pitch decks and videos. Always creative and compelling, his contributions helped to secure several multi-million $ deals. He adopts a highly collaborative stance with colleagues which gets people working towards the same end, be that pitch materials, proposals or translating data into visual outputs for optimal client impact (not just pretty deliverables). Get Slim involved early in the process and he will always add huge value.

Mick Baxter,

Operations manager,


I had the pleasure of working with MCG when my company needed to create a promotional video for our website, demonstrating our product. From our initial meeting, they completely immersed themselves in our brand and product, ensuring that he fully understood our positioning before beginning the process. We had a couple of meetings setting out our desires and working on the treatment, but after this Anslim flew through the work, getting it spot on first time. He organised all the external requirements such as voice over, meaning the whole process was very simple for me. The final product was so good!

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Get in Touch

Don’t hesitate to ask us something.

Please use the form or email us directly for more information about our products.

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