Our projects

The Insurance Authority commissioned Toada to design a five-year platform (2025–2029) positioning Riyadh as a global hub for the insurance industry. The scope covered the five-year strategy and roadmap, concept and brand creation, programme development, the commercial model and full operational oversight. Year One was delivered in November 2025, with 9,000+ visitors and participants, 150+ international and local entities, and 100+ speakers across 40+ sessions and workshops.

Cultural diplomacy, representation and MoU facilitation at the Shanghai International MCN Conference in June 2025, delivered in partnership with BOP Consulting (UK) and Chinese partners. Toada represented Saudi Arabia's creative economy at Asia's leading MCN and digital-commerce platform, co-designed the KSA–China Culture, Tourism & Commerce Forum session, and delivered thought leadership on Vision 2030's cultural transformation and investment potential. The engagement reached 100+ leaders and 150+ brands and concluded with a trilateral MoU.

Research and facilitation for the Greater London Authority across a ten-year engagement (2012–2022), enabling world cities to share data, best practices and innovative solutions in cultural policy. The work included a dedicated report series analysing cultural policy across member cities, annual gatherings of city leaders on cultural issues, partnerships with member cities for ongoing cultural data collection and reporting, and advice on embedding culture within urban economic-development planning.

Strategy and planning for a forward-looking cultural destination for Tencent (2022–2023), delivered in partnership with BOP Consulting (UK). Toada developed the conceptual plan for a destination of innovation and cultural entertainment, the cultural strategy, vision and positioning, and a placemaking masterplan with a mixed-use programming framework, together with the operating model, implementation plan, and IP and global-partner recommendations.

Research contribution to the second edition of UNESCO's Global Creativity Report (2021–2022), examining policies that safeguard the creative and cultural sectors, delivered in partnership with BOP Consulting (UK). Toada set the workplan for data collection and analysis, delivered the data analysis and visualisations for each dataset, authored the accompanying dataset narratives, and contributed to the report's sections and its revised final datasets.

As one of NEOM's key cultural strategy development partners (2021–2024), and in partnership with BOP Consulting (UK), Toada carried out strategic planning for cultural assets, programmes and initiatives across the entire cultural value chain. Deliverables included archetype definition and governance, operating and business models for 56 cultural assets, with a partnerships approach and financial planning, and an ecosystem-wide workforce planning model, including freelancer workforce sizing, aligned with international best practice.

Programme design and PMO for the Ministry of Culture, September–October 2022, across Riyadh, Jeddah and Dammam, delivered with ADD Enterprise. Toada shaped the festival identity as a multisensory cultural journey blending history, craftsmanship and communal rituals, built a comprehensive programming blueprint of heritage showcases, knowledge-sharing sessions, interactive zones and live performances, and led performance management and delivery oversight.

Toada developed a comprehensive professional guide for the Music Association, providing a structured reference for musicians’ professional practices, career pathways, and rights. The project combined gap analysis, international benchmarking, and framework development to define 3 pillars, 5 themes, and 12 career pathways, followed by the development and design of approximately 120 pages aligned with the Association’s brand identity.

Programme design and PMO for the Ministry of Culture across the 2022–2024 editions, delivered with ADD Enterprise: a nationwide, multi-location cultural experience blending historical authenticity with contemporary narrative. Toada developed a cohesive programme blueprint spanning 14 locations, uniting historical narratives, traditional performances and interactive exhibitions, shaped the unifying theme and visual identity, and led performance management and delivery oversight across all sites.

Strategy groundwork and framework for the Royal Commission for AlUla's overarching Culture Sector Strategy (2023), aligned with AlUla's overall tourism strategy and KPIs and delivered in partnership with BOP Consulting (UK). Outputs included the strategy's vision, mission, strategic objectives and KPIs; an Impact Management Framework to assess culture's impact on AlUla's tourism offer; and a current-state assessment of 180+ natural, cultural and heritage strategies, assets and programmes.

Supporting Red Sea Global, in partnership with BOP Consulting (UK), to establish AMAALA as a distinctive, commercially viable cultural destination aligned with Vision 2030, integrating art experiences, cultural assets and programming across two major sites for a luxury international audience. Deliverables included a curatorial masterplan with site-specific art installations and institutional development, a cultural strategy for a public-facing arts district, and governance, operating and financial models.

Programme design and PMO for the Mohammed bin Salman Foundation (Misk) in Beijing, February 2019, delivered with ADD Enterprise. Toada designed the exhibition's thematic identity, framing Saudi traditional arts and crafts as symbols of heritage and modern creative potential, developed an immersive showcase of Saudi craftsmanship, live music and culinary heritage, and planned visitor flow and engagement within confined diplomatic spaces.

Programme design and PMO for the General Culture Authority in March 2018, in New York and London, held alongside HRH the Crown Prince's official visits to the US and UK. Toada created the event identity and storytelling frameworks translating Saudi heritage into a contemporary showcase, designed a multi-format programme of live performances, interactive sessions and heritage exhibitions, and managed protocol-driven reception of delegations.

Supporting Bloomberg Philanthropies, in partnership with BOP Consulting (UK), to understand the impact of its investment as a foundation and to support new models of delivery, by evaluating Rounds 2 (2019–2021) and 3 (2023–2025) of the Public Art Challenge. Deliverables included a National Evaluation report summarising the programme's aggregate impact, an impact framework covering three key areas applied across all participating cities, and a contribution to the evidence base for place-based cultural investment.

Delivered UNESCO's first global report on cultural policies (2024–2025), drawing on 1,200+ national reports from 196 countries and 100+ creative cities to show how tangible and intangible heritage drive sustainable development and to make the case for a standalone cultural goal post-2030. The work consolidated UNESCO's cultural conventions and the Creative Cities Network into a single evidence base, built analytical models linking culture to the SDGs, and included a dedicated section on intangible cultural heritage.