Transformation design studio · Founder-led
Re:deem helps leaders and teams change how they work together, whether the shift is in culture, leadership, structure or technology. Because change rarely fails on paper. It fails in the meeting after the meeting, and on the hard question nobody rehearsed.
Every engagement is led by Fadi Salah, an anthropologist with fifteen years in enterprise transformation. See the Qatar Airways story: 40,000 people, 150+ nationalities, and a platform nobody had to use.
Where to start
Find the line that sounds like your week. That’s the way in. The question, the scope and what you keep are agreed before anything begins.
The reorg is done on paper. Nobody’s sure who decides what now.re:orient
The team meets every week. The real decisions still happen in side channels.re:boot
Our sponsor faces the all-hands next month. Nobody has asked her the hard question yet.re:hearse
The plan changed. The story didn’t survive it.re:frame
Toolsdays · A series
Eight two-minute experiences that mirror what’s already happening underneath the work. None of them grade. Send one before a kickoff, or take one before a hard 1:1.
Every tool ends with a way to send your result straight to Fadi.
Field notes · Qatar Airways
The airline’s first move to the cloud: Office 365, with Yammer as its first enterprise social network. Fadi served in-house and led change and adoption for the launch.
The same moves now run through re:hearse, re:orient and re:play.
From Fadi’s in-house and consulting work before founding Re:deem. The regional average comes from Microsoft’s account team.
The Re: System
Organizational change management, broken into repeatable interventions. Each has a clear length, a clear room, and something your team keeps after it ends.
Change scoping
Scope the change before you buy the change.
Change ownership
Change is everyone’s job, until it isn’t.
Team coordination
Your team is meeting. But are they operating?
Leadership rehearsal
Your sponsors will face hard questions. Will they have answers?
Communication through change
When the plan changes, does your story collapse?
Sustaining the change
The first performance isn’t the last rehearsal.
Each one can stand alone or combine with others. The shape gets set on a first call, around your timeline and what’s already in motion.
Founder-led by design
Fadi Salah studies the distance between what organizations say they do and what people actually do to make the work move. Anthropology trained him to notice informal power, ritual and workarounds. Qatar Airways, where he led adoption in-house for a 40,000-person cloud rollout, is where that lens became a method.
“Fadi has contributed with an outstanding efficiency to a large change management project across our EU cargo region.”
Essay · From the water
Awe Is Not a Perk. It’s Load-Bearing.
Eighteen-month programs run on bodies as much as minds. On awe, novelty and joy as the counterweight, and why no project plan will schedule them for you.
Read on LinkedIn
The name
Every part of the name is doing a job.
As in the subject line of a reply: regarding. The work always starts from something already in motion, which is why every service carries it. It also means again. Judgment is built by doing the thing again, not by being told.
From the Old English dēman, to judge. Split off by the colon, Re:deem reads as “on the matter of judgment,” which is the layer this studio works on.
Not everything needs to be thrown out. The tools change and the shape of the work changes, but the conditions that already work can be carried into what comes next, and what isn’t working can be remade. That’s how you make good on what you’ve already invested in.
A workshop where a craft is learned by doing, alongside people who have done it longer. It’s how judgment gets built, and how the ensemble works.
The ensemble
When the work calls for a particular craft, Fadi brings in collaborators he trusts.
Behavioral science · Coaching · Visual communication
Athenia is trained in how close-knit groups behave under pressure, and has spent more than a decade designing for teams at Salesforce and Fortinet. She notices what people are feeling in the middle of change, and makes what needs to change visible.
Program delivery · Visual storytelling · Events
Mazen spent a decade as a senior project manager in Doha, running platforms, campaigns and events for government, NGOs and multinationals, including more than 100 explainer videos for government programs in Qatar. He turns complex programs into content people understand and events people show up for.
Systems architecture · Automation · Operations
K Joe is a senior operations program manager who has run design and technical programs at Meta Reality Labs, eBay, Twitter and Apple. She architects how work moves between design, product and engineering, automates what slows it down, and builds the dashboards that let leaders see it.
Start a conversation
The reorg, rollout or team dynamic that isn’t landing. A paragraph is plenty. Fadi reads every note and replies within two business days.
Send your result from the tool’s last screen. It arrives with the context attached.