Dubai-based digital product agency Belong has rebranded, unveiling a new identity and strategic shift aimed at building what it calls “Living Platforms” — adaptive digital ecosystems designed to deliver long-term business value.
Formerly known as Belong Interactive, the agency said the rebrand reflects a move away from creating standalone digital experiences towards developing platforms that continuously evolve using data, technology and strategic alignment with clients.
Announcing the rebrand, Belong founder and CEO Pierre Azzam said digital technology had moved beyond being a point of engagement to becoming core business infrastructure.
“Digital is no longer a touchpoint — it’s the infrastructure of modern business,” Azzam said. “Our purpose is to make digital a force for growth, relevance, and lasting value. And it isn’t only about results. Results were always the point. It’s about ensuring digital assets are dynamic living systems that keep creating results, long after they go live. That’s the true dimension of ‘Living Platforms.’”
The agency said “Living Platforms” differ from traditional digital products by combining artificial intelligence, machine learning, data insights and ongoing optimisation to enable platforms to adapt to user behaviour and market changes over time.
According to Belong, the approach is guided by four principles: empathy-led design, data-informed decision-making, scalable technology, and long-term partnership with clients.
“A Living Platform is never finished,” Azzam said. “It’s built to evolve — informed by data, guided by strategy, and refined over time. And as we now embrace technologies like Agentic RAG AI to power Generative CMS platforms, its capacity to scale its intelligence and responsiveness will only accelerate — enabling even more proactive, predictive, and hyper-personalized digital experiences, taking performance to new levels.”
The rebrand comes amid rapid digital transformation across the Middle East. Citing industry data, Belong said nearly half of companies in the region continue to struggle with achieving clear returns on investment from digital initiatives, even as spending accelerates. The MENA digital transformation market is projected to grow significantly over the next decade, alongside a shift towards integrated digital platforms.
Belong said its new brand identity reflects this strategic evolution, featuring a redesigned wordmark, updated typography and a blue colour palette intended to signal clarity and adaptability. The agency’s new tagline, “make digital matter,” underscores its focus on digital platforms that remain relevant beyond launch.
Founded in 2012, Belong has worked with regional and global brands including Nestlé, Philip Morris, Majid Al Futtaim, Meraas, Nakheel, Masdar Freezone, The Galleria Al Maryah Island and Modon Holding. The agency said the rebrand builds on long-term client relationships, some spanning up to eight years.
“At Belong, we believe digital should never stand still,” Azzam said. “To truly make digital matter, it must evolve as fast as the people and businesses it serves. ‘Living Platforms’ ensure our clients stay ahead — always responsive, always valuable, and always moving-forward.”
