Mohammed Asha Interview
Since founding ID Works Global, CEO Mohammed Asha has redefined the design and build landscape across the Middle East with a vision rooted in creativity, integrity, and innovation. From its beginnings in Riyadh to expanding across Dubai and Amman, ID Works Global has grown into a trusted name known for transforming spaces into meaningful experiences. Under Asha’s leadership, the company continues to bridge design, technology, and functionality building not just projects, but a lasting legacy of excellence.
A vision born from creativity, trust, and purpose
We started the interview by asking, “What inspired you to establish ID Works Global, and how has the journey been since 2009?”
Mohammed Asha replied, “When I founded ID Works Global in 2009, my goal was to create something beyond just a design and build company — I wanted to build a brand that reflects creativity, trust, and lasting impact. Coming from a background that combined business development, sales, and marketing, I saw a real gap between design vision and execution on the ground. That’s where the idea of ID Works was born — to bridge creativity with real-world functionality.
The journey since then has been incredible. What started as a small team with big ambitions has grown into a regional company operating across Riyadh, Dubai, and Amman — delivering design and build projects that truly transform spaces and experiences. Every project, every challenge, and every milestone has taught us something new.
What keeps me inspired is seeing how our work shapes environments, brands, and people’s daily experiences. The challenges have been many, but they’ve also been the reason behind our strength. For me, growth is not only about expansion — it’s about evolving, learning, and staying true to our values of quality, integrity, and creativity.”
Blending creativity with precision
The Arab Today: How does ID Works Global differentiate itself from competitors in the region?
Mohammed Asha replied, “What makes ID Works Global stand out is the way we merge creativity with precision — we don’t just design spaces, we build experiences that carry meaning and function. Many companies in our field focus only on execution or on aesthetics, but we bring both worlds together under one roof.
Every project we take on starts with understanding our client — their story, their goals, and the feeling they want to deliver through their space. From there, we create tailored solutions that reflect their identity in every detail.
We also see our work as a long-term partnership, not just a one-time project. Most of our clients have become part of our extended family, and that’s something we’re proud of.
Another key factor is our ability to connect disciplines — from design and build to technology, smart solutions, and manufacturing. This integrated ecosystem allows us to control quality, deliver faster, and stay innovative.
At the end of the day, our goal isn’t just to complete a project — it’s to leave a mark, to build something that stands out and lasts. That’s what defines ID Works Global.”
From a startup to a powerhouse
The Arab Today: What have been some of the biggest milestones for ID Works Global under your leadership?
Mohammed Asha replied, “Every stage of our journey has been meaningful, but a few milestones truly stand out. Expanding from a startup in Riyadh into a regional company with offices in Dubai and Amman is one of our proudest achievements. That growth reflects not just business expansion, but the trust and reputation we’ve built through consistency, creativity, and quality.
Another key milestone has been forming a team that truly represents our values — passionate, creative, and committed to excellence. Watching that team evolve and grow into leaders in their own right is something I’m deeply proud of.
Delivering landmark projects for leading clients across different sectors has also been defining for us — each one has challenged us to think bigger and deliver beyond expectations.
And on a personal level, the journey from managing a small creative team to leading a group of companies under Asha Holding has been a milestone in itself. It taught me that success is not just about building projects — it’s about building people, culture, and a legacy that lasts.
From a results-driven marketer to a visionary leader
The Arab Today: What challenges did you face while transitioning from marketing and sales roles to becoming a CEO?
Mohammed Asha replied, “The transition was both transformative and humbling. Coming from a marketing and sales background, I was used to focusing on immediate results — campaigns, targets, and performance. But stepping into the CEO role meant shifting my perspective completely. Suddenly, it wasn’t just about short-term wins; it was about building vision, culture, and long-term stability.
One of the biggest challenges was learning to balance creativity with structure — to lead not just with ideas, but with strategy and discipline. Managing people, operations, and financial decisions at a larger scale required a different kind of mindset and patience.
What helped me most was my understanding of people — clients, teams, and markets — which came from my early years in sales and marketing. It taught me how to listen, connect, and communicate clearly.
Over time, I learned that leadership isn’t about doing everything yourself; it’s about empowering others, building trust, and creating a culture where everyone feels part of the vision. That’s what truly defines my journey from marketer to CEO.”
Driving creativity and efficiency
The Arab Today: How do you see the role of innovation and technology in your business?
Mohammed Asha replied, “Innovation and technology are the backbone of everything we do at ID Works Global. From design and construction to project management and client experience, technology drives how we think, create, and deliver.
For me, innovation isn’t just about using the latest tools — it’s about building a mindset that’s always evolving. We constantly explore new design technologies, smart systems, and digital platforms that allow us to enhance creativity, precision, and efficiency. Whether it’s integrating smart solutions into our projects or using advanced visualization tools to bring ideas to life, technology helps us push boundaries and deliver more meaningful results.
We also believe innovation starts from within — by empowering our team to experiment, question, and improve. That’s what keeps us ahead of the curve and ensures our clients receive solutions that are not only beautiful and functional but also future-ready.
Leading with vision, integrity, and empowerment
The Arab Today: What leadership principles guide your approach as CEO?
Mohammed Asha replied, “For me, leadership starts with vision and purpose. It’s about knowing where you’re going, but also inspiring others to walk that path with you. I believe in empowering people — giving them the trust, clarity, and space to create. When people feel ownership, they deliver beyond expectations.
I also lead with transparency and communication. I want my team to feel that their voices matter because true innovation comes from collaboration, not hierarchy.
Another principle I live by is leading by example — showing consistency, commitment, and integrity in every decision. I don’t ask my team to do something I wouldn’t do myself.
I see challenges as opportunities to grow, not obstacles to avoid. That mindset has shaped our culture at ID Works Global — one built on resilience, creativity, and excellence.
At the end of the day, leadership for me is about building people before building projects. When your team grows, the company naturally follows.”
Expanding globally while building a legacy
Lastly we asked, “What is your vision for the future of ID Works Global?”
“My vision for ID Works Global is to continue building a brand that leads with creativity, quality, and purpose — one that stands as a benchmark for design and build excellence in the region and beyond. We’re not just shaping spaces; we’re shaping experiences that connect people, ideas, and innovation.
In the coming years, I see ID Works expanding its global presence, entering new markets, and integrating deeper with technology — from AI-driven design processes to smart and sustainable solutions. Our goal is to create projects that not only inspire but also improve how people live and interact with their environments.
Equally important is building a culture that grows with our clients and our people. I want ID Works Global to be known not just for what we create, but for the values we represent — integrity, creativity, and impact.
Ultimately, my vision is to make ID Works Global part of a legacy that drives transformation — one project, one idea, and one generation at a time.” Mohammed Asha concluded
Connect with Mohammed Asha on LinkedIn
For more information visit Idwork Global
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