Drawing investors to cities no longer depends on low taxes. The new trend is to sell a city on its people and lifestyle.

A nonprofit cultural institute approached ReD with a immersive research project to understand the value systems of everyday Egyptians.

ReD was enlisted to help explore how Arabs perceive Danes and Den­mark in more depth.

ReD was tasked with understanding what shared values Egyptians had across religious, gender, age, and economic groups. As our project ended, the Arab Spring erupted.

In our experience, as with art and science, creative business thinking flows best when it pivots on a “big idea”—a “structural design,” or a “paradigm.”