Contexture Systemic Design Studio
Systemic Design Studio

We develop systems thinking in Saudi Arabia through consulting and training.

We nurture Saudi Arabia's own approach to systems thinking with ecosystem services, training programmes, and learning communities.

We'd love to work with you. Let's talk
Why systems thinking

Saudi Arabia is building ecosystems and leading them takes systems thinking.

Ecosystems ask more of a leader than a project does. The scope expands, the timescale lengthens, and the boundary you draw around the problem widens beyond your mandate. Systems thinking builds the skills for that kind of work, where challenges are complex, interdependent, and shared across many organisations.
KAFD metro station in Riyadh: its latticed shell beside the elevated viaduct, with a train crossing
What we do

Two ways we develop systems thinking in the Kingdom.

Ecosystem projects

We work alongside the teams delivering ecosystem initiatives, especially when they are stalling. We map the social dynamics and build the tools, frameworks, and measures that fit the local context. We transfer the skills as we go, so the capability stays in the organisation.

See our ecosystem services

Training & learning community

We introduce the landscape of different systems approaches, with relevant case studies so teams can learn which approach to use and how to adapt it for their project. We also nurture a community of practice to develop Saudi approaches to systems thinking.

See our training programme
How we're different

We're generalists but we go deep. 

The era of high-level strategy, slide deck theatre, and imported frameworks is over. We're glad. With a long-term commitment to co-creating Saudi's version of systems thinking, we're here to build alongside you all the way.

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The studio

An experienced systems thinking duo.

15+ years of strategy and design experience across a wide range of sectors.

Zaid Khan

Zaid Khan

CO-FOUNDER · MASTER OF DESIGN, STRATEGIC FORESIGHT & INNOVATION

15+ years in strategy consulting for top-tier public and private sector clients. Evolves the practices of design and strategy to be more systems-oriented through projects, training, lectures, and community learning.

Samah Kamalmaz

Samah Kamalmaz

CO-FOUNDER · MASTER OF DESIGN, STRATEGIC FORESIGHT & INNOVATION

A strategic designer and researcher working at the intersection of people, place, and systems. With 15 years in design, she consults on and teaches systems thinking.

Selected experience · Canada

We built our practice in Canada, applying systems thinking, design, and strategic foresight with transit authorities, pension funds, universities, and research institutions. We are now bringing that experience to Saudi Arabia.

Infrastructure
Metrolinx
Enbridge
Finance
TD Bank
CPP Investments
Higher education
OCAD University
University of Toronto
Urban Development
The Daniels Corporation
Autodesk Research
Research & development
CIFAR — Canadian Institute for Advanced Research
In the Kingdom
Full record

Talks, workshops, and university exchanges with the institutions building the capacity to work with ecosystems.

Talk
Bawtaqah Foundation
Bawtaqah Foundation
Talk
Al Mashtal
Al Mashtal
Workshop
Research, Development and Innovation Authority
Research, Development & Innovation Authority
Exchange
KFUPM — King Fahd University of Petroleum and Minerals
KFUPM, Integrated Design programme
Conference paper
ICSDI 2026
International Conference on Sustainability Developments and Innovations, Riyadh

Let's develop systems thinking in Saudi Arabia together.

Whether you have an initiative in mind, want to learn, or just want to think about systems, we'd be glad to talk.

Book an intro call