Real estate
الجار قبل الدار
Hara Communities
The neighbour first
People don't only buy a home. They buy the people on the other side of the wall.
0°Thinking
The thinking used to come with the building.
For decades, senior creative thinking was sold inside a building: floors of people, layers of approval, and overheads someone had to pay for. Large brands could afford it. Most businesses couldn't.
We kept the thinking and let go of the building. The research, the options and the testing are done by a dedicated team of AI agents. The judgement stays with an experienced creative director who works on your brand himself, from the first conversation to the last line.
- More angles before a decision
- We keep moving around your brand until the angle is right, not until a quota is filled.
- A team that is yours
- Your agents are set up for your brand alone. They don't divide their attention across other accounts.
- The senior mind on your work
- On the work, every day of it.
- Room for growing brands
- Strong thinking is no longer reserved for large budgets.
The name
Many angles, one house.
Zawaya means angles: many, never one. Haus comes from the Bauhaus, where art met discipline.
45°Our Angles
Parallax. The truth of a thing shows when you move.
Astronomers found the distance to the stars by looking at them from two points and measuring the shift. In Arabic it is called اختلاف المنظر: the difference a viewpoint makes. We read every brand the same way. We don't fix the number of angles; the brief decides how far we move, and we keep going until the angle that changes everything is left standing.
Where we always start looking
- The audience
- What people feel, do and avoid.
- The category
- What every competitor says, and what no one does.
- The culture
- The proverbs, rituals and codes this society carries.
- The product truth
- What is actually true about what you make.
- The business
- Where growth really comes from.
- The moment
- Seasons, occasions and turning points.
- The language
- What Arabic can say that English cannot, and the reverse.
- The image
- What can be shown, not just said.
You see every angle, not just our answer.
We don't ask you to take our thinking on trust. We show it to you. Every project produces an Angle Board: every angle we explored with the real count, the ones we set aside and why, and the one we recommend. If a direction we set aside speaks to you, it is on the table.
90°The Lab
A creative director, and a team that works only on your brand.
Khaled Saab
Founder & Creative Director
More than 25 years with agencies and brands across the region. He frames every problem, chooses every angle and signs every piece of work.
Around him, seventeen specialist AI agents. At the heart of the lab is a creative department of nine who conceive, write, draw, design, direct and compose. Around it, strategy to aim the work, digital and media to carry it, and a studio team to protect it. When you become a client, the team is set up for your brand alone.
The creative department 9
- NourAI agent
Creative concepts
The big idea: the one thought that holds a whole campaign together.
- ShahadAI agent
Arabic copywriting
Headlines and long copy written in Arabic first, with its rhythm and its wit.
- NadimAI agent
English copywriting
English written for the idea, not translated from it.
- JadAI agent
Art direction
The visual world of the idea: image, light, feeling.
- LulwaAI agent
Design & identity
Logos, type and systems that hold together everywhere.
- ReemAI agent
Image-making & illustration
Key visuals, illustration and photographic direction.
- MayaAI agent
Scripts & storytelling
Films, series and brand narratives, from the first line to the final cut.
- NawafAI agent
Film & motion
Storyboards, shot lists, animatics and motion.
- RabihAI agent
Sound & music
The sound of a brand: music direction, voice and sonic identity.
Strategy & research 3
- LaraAI agent
Brand strategy & positioning
Finds the tension a brand can credibly own.
- FaisalAI agent
Research & cultural intelligence
Behaviour, cultural shifts, and what no one has noticed yet.
- HamadAI agent
Market & competitors
What the whole category is saying, and where the empty space is.
Digital & media 3
- RakanAI agent
Digital & interactive
Websites, platforms and experiences, and how people move through them.
- DanaAI agent
Social & content
How an idea moves on each platform, and at what rhythm.
- KarimAI agent
Media planning & performance
Where the idea runs, when, and how we measure it.
Studio management & quality 2
- RamiAI agent
Accounts & projects
Every promise, deadline and detail, kept in place.
- HalaAI agent
Quality & review
Both languages checked, the brand kept consistent, before anything leaves.
Human talent, when the work calls for it
Some projects need human craft or deep specialist knowledge: a photographer, a director, a strategist who knows a sector from the inside. We bring them in and credit their work. As the lab grows, some of them will join it.
The agents map every angle. Instinct chooses one.
135°Arabic first
We don't translate. We think twice.
Here, Arabic is never the last coat of paint. It has its own humour, its own tenderness, its own weight. That is why the lab has two copywriters, one for each language, both in the room from the first line. Sometimes the Arabic follows the idea. Sometimes it changes it. Sometimes it is the idea.
اطمّن
180°Experiment
No one asked for these.
At 180° you see a brand from the other side. That is where our self-initiated work lives: briefs we wrote ourselves, for invented brands in real categories. Every study is labelled as self-initiated and shows its Angle Board.
Healthcare
كمّل. نسمعك.
Insat Clinics
Eleven seconds
The first thing a patient needs from a clinic is to finish a sentence.
Specialty coffee
الأصل كان هنا
Mudarraj Roasters
The origin was always here
Jazan has grown coffee for more than three centuries. Every other origin is the guest.
Family business
الكلمة باقية
Al-Mizan Group
The name on the door
A family's word is the one asset that grows with every generation that keeps it.
Also in the lab: Insurance, Nothing happened · Fragrance, The early arrival · Telecommunications, The living line · and thirteen more categories.
225°Portfolio
Where the eye was trained.
The lab is new. The eye behind it is not. Selected work from more than 25 years with agencies and brands across the region, each project credited to the agency and the people who made it.
270°What we do
People rarely come to us for a logo.
They come with a sentence. These are the usual ones, and what they tend to become.
- "We don't know what we stand for yet."
- Brand strategy & positioning
- "We know what to say. Nobody's listening."
- Campaigns & creative direction
- "We look like everyone else."
- Identity & design systems
- "We have a story and can't tell it."
- Storytelling, film & content
- "We have to make a big decision, soon."
- Creative advisory
Four ways to start
The Angle
10 working days
We move around your brand as far as the brief takes us, build your Angle Board and recommend one direction.
Brand Foundation
4 to 6 weeks
Positioning, the brand idea, naming if needed, tone of voice in both languages and identity direction.
Campaign Lab
3 to 5 weeks
One campaign idea, key visual direction, bilingual copy and a rollout plan across channels.
Creative Partner
Monthly
Ongoing creative direction, content ideas and creative review at a fixed monthly fee.
Every engagement has a fixed scope and price, agreed before we begin. If you continue after The Angle, its fee is credited to your next project.
315°Straight answers
What clients ask us first.
- Is the work original?
- Yes. Every idea is developed for your brand and reviewed line by line before you see it.
- Who owns it?
- You do, once the project is paid.
- Is my information safe?
- It is covered by an NDA and used only for your project.
- What if the direction isn't right?
- That is what the Angle Board is for. The alternatives are on the table, and we revise before we build.