Interview with Ahmed bin Baz from Saudi Arabia

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Ahmed bin Baz

Ahmed bin Baz, Founder and Chief Creative Officer of STF, began his career in the arts as a calligrapher and graphic designer. His keen sense for aesthetics and visual communication shaped his career and leadership approach. His diverse art collection continually inspires his innovative leadership style.

1Please give us a brief bio of yourself and your creative background.

My creative journey began with a passion for the arts, starting as a calligrapher and graphic designer. I developed an eye for aesthetics and visual communication early, shaping my career and leadership style. My art collection reflects my diverse taste and inspires my innovative leadership.

I'm intrigued by the blend of creativity and theory, currently exploring intelligent design theory to enhance our work's impact. As Founder and Chief Creative Officer of STF, I merge my artistic and design skills with strategic thinking, leading our team to innovative solutions. My leadership focuses on artistic excellence, intellectual curiosity, and pushing creative boundaries.

2What made you become/why did you choose to become a creative?
My fervor has always centered on employing art as a medium to communicate profound messages and evoke emotions. This belief has been a defining influence on my career, underscoring the critical importance of creative professionals in shaping perceptions and influencing cultural narratives.
3Tell us more about your business/company, job profile, and what you do.

Shaping the Future is a creative consultancy firm that operates four distinct and integrated disciplines; advisory, agency, spaces and digital. We are a multicultural, young and experienced team of professionals building well created strategies and compelling content that shift and make an impact.

Our mission is to harmonize the essence of the brand with the culture through tight strategies that include innovative integrated stations between providing consulting, creating identity, developing designs and planning spaces with creative concepts and content of initiatives.

4What does “creativity” mean to you?
It’s the yarn that sews imagination into reality. It’s the resolute answer to every hesitation. It’s the catalyst that proclaims “yes, dreams do come true".
5To you, what makes a “creative” idea and/or design?
Authenticity, functionality, and emotional resonance.
6Tell us about your creative and/or design process.

We resonate, transcend, and innovate!

Resonate clients' pain points. Transcend gaps and challenges. Innovate solutions and resolutions.

7What's your favorite part of the creative process and why?
The conceptualization phase! Mainly because of its vibrancy, where we get to explore endless possibilities and dive into new horizons rooted in the synergy of diverse talents, skills, and perspectives.
8Describe your creative style and its main characteristics.

Simple sophistication

- It takes one original thought to spark sophistication.

Functional Artistry

- It's the tweaked aesthetics that resonate and captivate.

Authentic Contemporary

- It's where timeless essence and modern flair are infused.

9Do you think your country and its cultural heritage has an impact on your creativity process?
Absolutely! Flourishing in Saudi Arabia entails experiencing authenticity and rich heritage in all aspects of life, including culture, aesthetics, and geography. Our memorable project, ROSHN, provided an opportunity to delve into traditional ornaments and their cultural and geographical significance, uncovering Saudi Arabia's valuable visual elements crafted by the people for representation and communication.
10Congratulations! As the winner of the 2023 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
As a glocal company, we are thrilled about winning the MUSE Creative Awards! This achievement will help us gain global recognition and inspire international brands with our authentic touch.
11Can you explain a bit about the winning work you entered into the 2023 MUSE Creative Awards, and why you chose to enter this project?
We selected this project to exemplify the beauty of simplicity in creativity. By featuring a treasure box that symbolizes an idyllic city, we embrace the joyous moments and combine luxury, livability, and versatility to present ordinary visuals in an extraordinary way.
12What was the biggest challenge with this project?
Merging various industries under one umbrella, avoiding over-sophistication, in a compelling theme that resonates to the client’s aspiring vision, conceptually and visually.
13How has winning an Award developed your practice/career?
We are honored to have received this distinction and eagerly anticipate the opportunities it brings us!
14What are your top three (3) favorite things about our industry?

Oxytocin: The bond of trust and empathy we develop with our clients to exceed their expectations.

Adrenaline: The thrill we experience while envisioning and articulating.

Dopamine: The sense of reward when perceiving our clients’ satisfaction and success.

15What makes your country specifically, unique in the creative industry?
Under visionary leadership, Saudi Arabia has created an environment where Saudis can innovate and excel, leading to notable prosperity and rapid development, while also cherishing their rich heritage and culture.
16Where do you see the evolution of creative industry going over the next 5-10 years?
AI will play a crucial role in the development paradox, where we grow while relying on it, and the next stage involves using AI as a creative tool alongside human input for the evolution of originality.
17If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
To truly meet client demands and welfare, brands should approach projects with a sense of ownership, empathy, and instinct, resonating with hearts and minds through honest representation of their values, tone of voice, and essence.
18What resources would you recommend to someone who wants to improve their skills in the creative industry?

Harnessing the power of the internet for self-development is crucial, and we emphasize the importance of using online search to explore various sources.

There are numerous resources available, such as online courses on platforms like Coursera and Udemy, creative software tutorials like Adobe Creative Cloud, insightful books like "The Elements of Graphic Design" by Alex W. White and "Steal Like an Artist" by Austin Kleon, and engaging online communities like Behance, Dribbble, and Reddit's Creative Subreddits. Let's make the most of these tools at our fingertips for personal growth.

19Tell us something you have never told anyone else.
In my role of encouraging progress and prosperity, I value the traditional roots that support originality and believe they play a crucial role in human evolution. When faced with decisions, my inner "old man" persona prioritizes authenticity over modernity.
20Who has inspired you in your life and why?
My inspiration fuel is renewed every day by every person who has made spectacular work and induced progress, by every delicate vision that has been seamlessly transformed into reality, and by every piece of information that has made me improve and excel.
21What is your key to success? Any parting words of wisdom?

Agility and originality!

Being open to a diverse school of thoughts while maintaining originality is a valuable asset in such an accelerated era.

22Do you have anything else you would like to add to the interview?
It's a moment of immense pride for us as we see our efforts being recognized on this platform. This award not only validates our commitment to excellence but also motivates us to continue striving for even greater achievements in the future.

Winning Entry

Konoz 'Box of Jewels' | 2023


(KONOZ) treasure box is a $1.7 billion project in Riyadh that embodies the visual and architectural essence of gemstones. This …
(Read more at MUSE Creative Awards)

Ahmed bin Baz


Ahmed bin Baz, Founder and Chief Creative Officer of STF, began his career in the arts as a calligrapher and graphic designer. His keen sense for aesthetics and visual communication shaped his career and leadership approach. His diverse art collection continually inspires his innovative leadership style.

Read more about this interview with Yiwen Zhang from the United States, the Gold Winner of the 2023 MUSE Creative Awards.