MAD Studio, founded in 2008 in Cairo, Egypt, enlisted Bladesmith for a comprehensive rebranding initiative. Bladesmith crafted the sleek name 'MAD,' incorporating founder Mahmoud Abbas's initials and encapsulating the company's essence as Mahmoud Abbas Designs. The rebranding encompassed logo design, website development, applications, stationery, and establishing a distinctive brand identity. The logo emphasizes strength, complemented by an elegant color palette. A playful brand element—a smiling face gone mad—adds a memorable and witty touch. The project was proudly showcased on World Brand Design.