I absolutely love talking to people who run businesses. The glint in the eyes and steely determination to succeed is impossible to miss. There was that familiar look when I met Ammar Alali, CEO of Strataphy, for the first time and we swiftly fell into that incredibly exciting realisation that working together we could help each other.

So, what is Strataphy? Based in Al Khobar on Saudi Arabia’s eastern coast, the company operates at the intersection of energy transition and technology, tackling one of our technological future’s key challenges: cooling data centres and industrial facilities efficiently. Their solution uses geothermal, closed-loop systems that dramatically reduce energy consumption.

Talking with Ammar I was struck by his enthusiasm for excellence and in particular for his company to be one that changed Saudi Arabia’s approach to energy efficiency for good. To be taken seriously at that level, Strataphy needed to look the part. Ammar was clear that he needed something to change, but initially unsure what that should look like.

This is the story of how strategic brand transformation helped a CEO prepare his company for the next level, in a matter of weeks. Here’s what happened next.