About Us
About the Studio
We build what
businesses need
to grow — by design.
Code & Canvas is a boutique business development studio co-founded by an Enterprise Architect and a Brand Identity Designer — both operating as active BD practitioners. We help organizations across MENA grow by aligning brand, technology, and data to commercial objectives through fixed-scope, milestone-delivered engagements.
7+
Years of
combined experience
combined experience
20+
Brands
delivered
delivered
6
Sectors
served
served
14
Productized
services
services
2
Countries
KSA · Egypt
KSA · Egypt
Studio · At a Glance
One discipline. Two tracks. Zero open-ended retainers.
Every engagement — brand, technology, or combined — is anchored in Business Development logic. We don't deliver outputs. We deliver alignment between your goals, capabilities, and assets.
Technology Track — EA, Healthcare IT, Cloud, Data
Creative Track — Brand Identity, Design Systems, Digital Launch
Combined Engagements — Clinic Digital Launch, Healthcare BI
Serving — KSA · Egypt · MENA private & public sector
Why Code & Canvas
Not a generic studio.
Not a generic studio.
Not a consultancy either.
Six things that make our engagements structurally different — not just "we care more."
01
Productized, not open-ended
Every engagement has defined scope, fixed milestones, and a traceable business outcome. No retainers. No surprise scope creep. You know exactly what you're buying before signing.
02
BD logic in every track
Whether we're building a brand or an architecture, the starting point is always the same: your business goals. We use the Business Motivation Model before any design or tech decision is made.
03
Dual expertise — one studio
An Enterprise Architect and a Brand Identity Designer as co-founders means technology and brand decisions happen in the same room, aligned from day one.
04
Deep healthcare domain knowledge
CPHIMS, HIMSS EMRAM, CBAHI, NORA — active credentials, not listed frameworks. Every HC engagement is delivered with clinical workflow context built in from the first call.
05
MENA-native delivery
Bilingual AR/EN as standard. Vision 2030 and NORA alignment built into architecture. Saudi-specific regulatory context embedded in every technology recommendation.
06
Milestone-based payment
Payment is tied to deliverables, not time. Files release only on full settlement. This structure protects both sides and keeps every milestone meaningful.
The Two Tracks
One co-founder per track.
One co-founder per track.
Both oriented to BD.
Two specialists, not a generalist studio. Every engagement is led by the right person from day one.
Technology Track · Co-Founder
Ahmed M. Bedeer
Enterprise Architect & Digital Transformation Specialist · Al Khobar, KSA
TOGAF
CPHIMS
HIMSS EMRAM
NORA
CBAHI
ArchiMate 3.1
7+ years across healthcare, government, and private sector in KSA. Expertise in TOGAF/NORA architecture, HIS vendor selection, cloud migration, and data analytics aligned to Vision 2030. Active HIMSS EMRAM assessor — clinical workflow context embedded in every technology recommendation.
Services led
S03 · EA Quick-Start Assessment
S04 · Digital Transformation Advisory
S05 · Cloud Migration Strategy
S06 · Analytics Dashboard
S09 · Application Portfolio Discovery
HC-03 · HIS Selection Advisory · HC-05 · Healthcare EA + EMRAM
Creative Track · Co-Founder
Mustafa Aboalazm
Senior Brand Identity Designer & Business Development Consultant · Al Obour, Egypt
Brand Strategy
7+ Years
20+ Brands
Adobe Suite
Figma
7+ years, 20+ brands, 6 sectors. Former Media Director at Nile Pharma Food (5 years) — built brand identity from zero, launched the digital platform, and led a full corporate rebrand resulting in +40% online visibility and +25% brand engagement. Active BD practitioner across NGO, government, education, and private sector in Egypt and KSA.
Services led
S01 · Brand Identity System (8-stage V2)
S02 · Brand Audit + Refresh
S07 · Digital Launch Package
S08 · Business Development Advisory
HC-01 · Clinic Digital Launch · HC-04 · Clinic Brand Identity
Our Methodology
8 stages.
View All Services →
8 stages.
Every engagement.
From discovery to launch, every Code & Canvas engagement follows the same structured process — anchored in the Business Motivation Model and TOGAF ADM. Nothing is built without a business reason.
Payment is milestone-based — not time-based. Brand engagements: 50% Kickoff · 25% Strategy Sign-off · 25% Final. Advisory: 50% Kickoff · 50% Final. Files release on full settlement.
01
Discovery & Goals
BMM goals mapping — vision, strategies, tactics. Nothing built without a business reason.
02
Kickoff + Brief
Formal scope confirmation, stakeholder alignment, and engagement brief sign-off.
03
Capability Research
Value stream mapping and capability heatmap — what's broken, missing, or misaligned.
04
Strategy & Architecture
TOGAF ADM-grounded target state design. Business-to-Technology Alignment Matrix produced.
05–06
Concept → Design & Build
Concepts aligned to strategy, then full production — identity systems, architecture docs, or dashboards.
07–08
Validation → Launch & Embed
Structured review cycle, client sign-off gate, deployment, handover documentation, and post-launch support.
Our Position
Business development
Business development
delivered through technology
and design — not despite them.
Most studios separate brand from technology. Most consultancies separate strategy from delivery. We built Code & Canvas to collapse those gaps — into a single studio, two specialist tracks, and a shared commercial discipline that makes both more effective.
Ready to build something that actually moves the needle?
Book a 30-minute discovery call. We define the scope, confirm the fit, and give you a clear picture of what an engagement looks like — or tell you directly if we're not the right match.