Cairo, Egypt
We led the digital transformation of Enterprise, the Middle East’s leading independent business news outlet, to better serve a high-value audience of CEOs and entrepreneurs. By migrating to Newspack and creating a custom design system, we translated complex business goals into a functional “engagement powerhouse.”
Our strategy operationalized their signature newsletter scannability for the web, integrated a robust revenue architecture, and expanded their multimedia footprint, ensuring the platform remains the definitive home for global business news in Egypt, the UAE, and Saudi Arabia.
The Challenge
Enterprise is the leading independent business news outlet in the Middle East, serving a sophisticated audience of executives and entrepreneurs. This project represented the largest undertaking for Get Current Studio: a comprehensive redesign and digital transformation that required a complete migration to Newspack and the creation of a bespoke design system.
Strategic Throughline
I acted as the bridge between Enterprise’s executive leadership and their editorial, product, and engineering teams. My role was to translate high-level business goals — specifically audience growth and client revenue — into a functional, high-performance design system.
What I Did
Operationalizing Scannability: Enterprise’s strategy is built on its newsletters. I designed an above the fold homepage display teasing newsletter headlines with the scannability of their morning and evening editions, extending their primary product’s value to the web.
Revenue Architecture: I planned the placement of every ad unit across the site, specifying placements for the ads team to ensure the redesign directly supported sellable inventory.
Multimedia Expansion: I integrated a robust podcast strategy, launching a new digital home for three distinct podcast titles alongside the core news products.
Business-Goal Alignment: The design was strategically built to support membership conversion using the Newspack Reader Activation System (RAS) and ad revenue.
The daily greeting
Enterprise takes a conversational tone with its audience. To support this goal, we created a greeting context card that greets that reader before jumping into a tight summary of the day’s news. The short, easy reading experience matches in tone. The result is a guided experience through the news that their business community cares about, packed with insights, perspective and solid reporting.
We developed two approaches: one light and one bold. These can be used interchangeably. We advised using the bold color block versions for the days where there is a huge headline or announcement to create and suggest sense of urgency and impact.
The daily greeting
Enterprise takes a conversational tone with its audience. To support this goal, we created a greeting context card that greets that reader before jumping into a tight summary of the day’s news. The short, easy reading experience matches in tone. The result is a guided experience through the news that their business community cares about, packed with insights, perspective and solid reporting.
We developed two approaches: one light and one bold. These can be used interchangeably. We advised using the bold color block versions for the days where there is a huge headline or announcement to create and suggest sense of urgency and impact.
Enterprise Podcasts
Enterprise’s podcast ecosystem was a central component of its multimedia expansion, designed to deliver high-value business intelligence in a format that fits the busy schedules of regional executives. As part of the digital transformation, we integrated a dedicated home for three primary titles:
Morning Drive: A daily, 10-minute “audio download” of the essential headlines shaping Egypt. It features “Synthetic Salma” — an AI-powered version of Executive Editor Salma El-Saeed — to provide a consistent, on-brand briefing every morning.
Making It: A flagship series featuring one-on-one interviews with leading CEOs and founders. The show explores the realities of building and scaling successful businesses within the Middle East.
EnterpriseAM Podcast: Long-form, sound-rich business stories featuring multiple voices and perspectives, told by their very own journalists.
Mobile UI: Designing for Discovery
To handle a growing library of episodic content, we developed a mobile-first architecture that prioritizes exploration and scale. We implemented intuitive UI controls — including a season-specific dropdown filter — to manage high content volumes without overwhelming the user. The result is a frictionless, on-brand experience that allows executives to dig deep into the archives or catch the latest episode with equal ease.
Variety of display
It was important to make sure that wherever the podcast shows up, it feels like an episode. We didn’t want to make it too different than standard headlines. Rather, we included additional UI that would help a user jump right in.
We also leverages a powerful audio player that gives users the ability to add episodes to their playlist at any point in their journey. Additionally, that persistent podcast player continuously plays as they navigate the website.
The seamless transition: Designing the site so readers could easily pivot from the “scannable” text of the daily newsletters to these audio deep dives.
Scannable details
Another visually interesting tool for getting users into stories. The Enterprise team is quite good at pulling powerful quotes from business leaders. They often appear in the short-form writing found on the Newsletter page. By bringing them out, we offer a more visual method for capturing interest and driving audiences to the story where the quote appears.
