Independent technology and customer experience (CX) agency Beyond Creation has rebranded as parallel, placing a clearer emphasis on CX as a core part of its offering.
The agency brings 18 years of experience delivering digital platforms and experiences across the MENA region, having worked with organisations including Hyundai Middle East and Africa, the UAE Padel Association and the World Food Programme. Under the parallel name, the agency brings together experience design and technology to address how customer journeys are built, managed and scaled.
As part of the rebrand, parallel has formalised three industry-specific platforms: AutoConnect for automotive, Property Central for real estate, and a sports platform set to launch later this year. While designed for different sectors, the platforms follow the same experience standards and operational frameworks, allowing organisations to manage customer journeys consistently as they scale.
Mostafa Yasseen, co-founder of parallel, said the rebrand reflects a shift in how growth challenges are emerging for organisations.
“Growth today is not limited just to technology. There is a need for a layer of synchronicity and coordination. We have seen that customer experience is often fragmented across touchpoints and teams. To realign this journey, Beyond Creation has evolved into parallel, to help brands orchestrate and scale impact without losing any semblance of control over their customer journeys.”
Ahmed Yasseen, co-founder, added: “In our 18 years of experience, we have seen that customer experience journeys do not suddenly break; rather, there is a gradual process of degradation and misalignment across multiple systems and teams. parallel exists to bridge those gaps and give organisations the structure they need to stay predictable, transparent, and trusted, even as scale increases complexity.”
AutoConnect supports the vehicle ownership journey, covering stages from discovery and purchase through to delivery and after-sales, while providing dealers and OEMs with visibility across each step. Property Central supports the real estate ownership lifecycle, from unit selection and contracting to payments, handover and resident services, linking sales and operational teams through a single platform.
The forthcoming sports platform is designed to support federations and clubs by bringing together memberships, tournaments, rankings and operational workflows within one system.
Alongside these platforms, parallel continues to work with organisations across sectors including FMCG and enterprise, applying the same CX and operational principles across its engagements.
The rebrand consolidates the agency’s existing approach under a single identity, without affecting ongoing client work or partnerships.
