Question 1

What does The Good Company do?

Accepted Answer

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.

Question 2

How is The Good Company different from a branding or design agency?

Accepted Answer

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.

Question 3

What is a brand experience centre?

Accepted Answer

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.

Question 4

Who does The Good Company work with?

Accepted Answer

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.

Question 5

Who is Doug Merry?

Accepted Answer

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.

Question 6

How do I work with The Good Company?

Accepted Answer

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.

Work that holds its shape.

An immersive pavilion for DP World

A cabin reveal for Riyadh Air

A quiet-luxury identity for Neoma

An immersive sales world for Zuha

DP World Waterfall Show

Ithra: Kingdom of Cultures

Abdulla Al Ghurair Foundation

QWC Volunteer App

World Cup Countdown Clock

Seen work that resonates?