This month, we conducted market research for a guilt-free desserts brand in Dubai, and worked on the redesign of a Pakistani government bank’s digital experience. We also hosted inspiring design talks, nurtured collaboration across cities, and did a lot more. Let’s dive in! 🚀

🗓️ This Month at Ideate

• Exploring What Guilt-Free Really Means: We’ve begun market research for a soon-to-launch guilt-free desserts brand setting up shop in City Walk, Dubai. Through in-depth analysis and research, we’re uncovering what health-conscious consumers really look for in their “treat” moments.

• Designing for Legacy, Not Just Change: We’re collaborating with Paysys to reimagine the visual design and user experience of the National Bank of Pakistan (NBP). As Pakistan’s largest state-owned bank, NBP serves a wide demographic—many of whom are senior citizens or government employees with limited digital exposure. It’s been an insightful challenge: How do you bring in modern design sensibilities while keeping the familiar intact? We’re learning that trust is often built not by changing everything—but by changing with care.

• Learning from Designers of Impact: This month, our studio was buzzing with design appreciation talks. We hosted Aimah Moiz, the founder of Wrap Up, who shared her journey of building an eco-conscious brand that turns recycled materials into jewelry and everyday objects. We also hosted Mehreen Shahid, founder of Safe Delivery Safe Mother, to talk about her work on building sustainable and low-cost housing in flood-affected communities. Ideate also held Maidaan-e-Rung, a vibrant internal learning session on building thoughtful color palettes and design systems—rooted in emotion, accessibility, and storytelling.

• Coworking & Team Bonding: Our teams across Islamabad, Lahore, and Karachi met up for co-working days and shared meals this month—giving our Sandbox fellows a chance to connect in person with the rest of the Ideate crew. From laughter over lunch to quiet hours of getting things done together, these moments added warmth to our workflows.

🔎 Project Spotlight 

Reimagining Digital Presence for a Legacy Venture Builder

As part of its bold rebrand, Disrupt.com (formerly Gaditek) partnered with Ideate to design and develop a website that could capture its evolution into a next-generation venture builder. The challenge wasn’t just visual—it was strategic. The new platform needed to articulate Disrupt’s venture philosophy, showcase its portfolio, and build trust with founders, partners, and collaborators.

We led the web experience track end-to-end—from mapping user journeys and creating flexible content structures, to designing a clean, responsive UI system with subtle animations and mobile-first layouts. Every detail was intentional, calm, and built to scale as the brand grows.

The result? A confident, modern platform that mirrors Disrupt’s renewed ambition and global outlook—launched smoothly with our continued technical support.

Read the full case on our website. Planning a rebrand or looking to build a high-impact digital experience? Let’s talk—reach out to [email protected].

🍪 Bite-sized Insights

• Effective experience design drives market expansion by prioritizing user engagement. With Disrupt, we learned that a cohesive website, emphasizing clarity and emotional resonance, builds trust across digital touchpoints. Legacy brands can replicate this by investing in tailored digital experiences that align with their core identity, using strategic visual design to create scalable, meaningful connections in new markets.

• As brands evolve and digital platforms become more integral to their identity, trust remains a cornerstone. According to a Forrester report, 63% of consumers say that a company’s ability to maintain transparency in its digital presence directly influences their trust and engagement. For ventures aligning digital design with their core values isn’t just about aesthetics—it’s about building lasting relationships through clarity and consistency.

🍿 This Month’s Top Picks

📖 Reading: "Don't Make Me Think" by Steve Krug

📺 Watching: "Abstract: The Art of Design" (Season 1)

📻 Listening to: The Design Of Business | The Business of Design Podcast

📣 Community Shoutouts

Ethical Research, Reimagined with Hello Fatima

We’re spotlighting Hello Fatima—a first-of-its-kind ethical research platform built to safeguard dignity, consent, and trust in research with vulnerable populations. Developed by Here I Am Studio in partnership with CARE International, Fatima helps teams uphold best-practice ethical standards—no matter their timeline, budget, or context.

In a world where research is becoming more complex and risk-laden, Fatima is a timely reminder that ethics shouldn’t be an afterthought—they should be built in from the start. Learn more: https://www.hellofatima.com/

📮 Let’s Work Together

At Ideate, collaboration isn’t just a value—it’s at the heart of everything we do. Whether you’re looking to collaborate or want to explore how human-centered design can help your work, we’re all ears. Let’s brainstorm together:

Ali Murtaza, Partner & Chief Design Officer– [email protected]

Or write to us on Instagram or LinkedIn! We're excited to see how we can work together.