Inside XYZ Designers: Rebranding, Team Culture and the Future of Architecture

Khaled: Change is part of our DNA. We’ve never believed that a brand from 10–12 years ago should stick with us forever. We grow, we evolve — our brand should too. Now the team is bigger and more organized, and we have the capacity to share our values and vision more clearly — not just through our projects, but through the way we present ourselves as a company. It felt like the right moment to open a new chapter and show who we are today.Hamdi: We’ve grown a lot over the past ten years, and the brand needed to reflect that. When we updated the logo, we kept elements of the old one so it was still recognizable. For me, it wasn’t just about the logo though — it was also about reshaping processes and the team structure. It really feels like opening a new chapter.

Khaled: Not really. The core of what we do is the same, but we simplified our design pillars. Now there are four: simplicity, innovation, insight, and effectiveness. Simplicity is still at the heart of how we design. Innovation is key — it’s part of our DNA. Insight comes from being data-driven, turning information into design decisions. And effectiveness, which used to be called usability, means our designs don’t just look good — they actually work and serve their purpose.Hamdi: Exactly. The rebranding reflects evolution, not a change of identity. It’s about presenting ourselves in a new light while keeping the essence.

Khaled: We’ve matured a lot. Before, we relied on external consultants, but now we have in-house experts. For example, we created a structural engineering unit to support architects and manage sub-consultants. This allows us to refine our designs earlier in the process and be more efficient.We’re also learning to delegate more effectively. Horizontal expansion helps spread knowledge across the team.Hamdi: Speaking of team culture, we try to keep the studio vibe — everyone sharing ideas, and we have minimal hierarchy. But of course, it’s more challenging with a team of more than 100 people.Khaled: We’re not corporate. We’re a creative studio, a startup spirit. We push ourselves, we evolve constantly and we want to maintain that collaborative energy. Yes, sometimes it’s hard, but it creates a sense of shared purpose. Everyone feels they’re part of a community, not just employees.

Khaled: Since day one, it was “XYZ Designers,” not “Khaled & Hamdi.” That reflects our vision: eventually, the company could be owned by its people. It’s still a long-term goal, but it’s baked into the culture.

Hamdi: For us, designing the future starts with understanding everything around a project — the plot, the client, the culture, the economy, the sun and wind, the topography — every little detail. All of this becomes data that guides our design.We’ve also refined how we work internally. Last year was the “year of quality,” when we focused on making sure every step of the process meets our standards. Now, we’re embracing AI as a creative partner — a kind of co-pilot that learns our principles and helps our architects craft buildings that carry our DNA. It’s about moving forward thoughtfully, blending creativity and efficiency, and shaping spaces that are ready for tomorrow. 

Hamdi: Architecture is both engineering and art. Function, structure, and design have to work together — like parts of a machine. The real challenge is keeping the artistic vision alive while making sure the building actually works in real life.Khaled: Art is something you feel; it’s hard to explain with words. Science gives it structure. Even great masterpieces, like Van Gogh’s Starry Night, have reasoning behind them. The background, the composition, the choices in light and color — they all follow an underlying logic, even if it feels emotional. That’s what we aim for in architecture: an emotional impact supported by careful analysis. Simplicity is often the outcome — it’s not the art itself, but the way all the elements come together harmoniously. 

Khaled: Our culture is built around shared effort. We work hard, we push ourselves, and we do it together. That’s what gives the studio its energy. At our monthly celebrations, you can really feel it — everyone coming together, sharing achievements, challenges, and even the stress that comes with it. It’s not just friendly; it’s a collective commitment. That combination of pressure and collaboration is what shapes our ecosystem. It’s what keeps everyone engaged, motivated, and connected to the studio’s mission.Hamdi: Exactly. Everyone plays a part. Whether you’re a senior architect or just joined the team, your input matters. That sense of shared responsibility and of contributing to something bigger than yourself is what makes our studio truly special. It’s not just a workplace — it’s a community where creativity, support, and growth happen together.