The Good Company is a brand and experience consultancy in Dubai, led by founder Doug Merry. It provides brand strategy and development, experience-centre and pavilion strategy, and client-side advisory for organisations running complex brand and experience projects across the Middle East. It is a commercial consultancy, not a charity.

Agencies are hired to produce the work; The Good Company sits on the client’s side of the table. It shapes the brief, then holds it steady through the agencies, suppliers, and procurement teams who deliver — so the brand survives the budgets, timelines, and the room where it actually gets built. It is advisory and oversight, not production.

A brand experience centre is a permanent physical space — a pavilion, visitor centre, or showcase — that tells an organisation’s story through immersive, brand-led environments. The Good Company provides the strategy, narrative, and visitor-journey thinking that shapes these spaces before design agencies and AV integrators build them.

Client-side advisory means working on the client’s side of the table, not the agency’s. The Good Company acts as a senior operator for organisations running brand or experience projects — bridging client ambition with the agencies, suppliers, and procurement teams who deliver, so the brief survives contact with delivery.

The Good Company is based in Dubai, United Arab Emirates, and works with organisations across the Middle East, including the UAE and Saudi Arabia. Founder Doug Merry has delivered brand and experience projects throughout the region, and the consultancy takes on work elsewhere when the brief fits.

The Good Company works with organisations across the Middle East. Selected clients include DP World, Riyadh Air, FIFA World Cup, Saudi Aramco, Identity Global, the Al Ghurair Foundation, and Expo 2020 Dubai — spanning brand strategy, experience centres, and large-scale brand experiences.

Doug Merry is the founder of The Good Company. Glasgow-born and Dubai-based, he has fifteen-plus years between brand strategy, brand development, experience design, and large-scale project delivery in the Middle East, with client-side experience including DP World, Riyadh Air, Identity Global, and the Al Ghurair Foundation.

The simplest way to start is a 30-minute call with Doug Merry — a focused conversation about the project, with no pitch. From there, The Good Company scopes an engagement that fits, whether that’s brand strategy, experience-centre direction, or client-side advisory on a live project.