About

A founder-led digital studio in Beirut

RedefinedWeb brings engineering, product design, art direction, and digital marketing under one roof. It was set up as RedefinedWeb s.a.r.l. in 2024, building on more than 20 years of work for agencies, institutions, and brands.

RedefinedWeb s.a.r.l. founded
2024RedefinedWeb s.a.r.l. founded
years of hands-on experience behind it
20+years of hands-on experience behind it
projects delivered
50+projects delivered
markets: Lebanon, UAE, Europe, US
4markets: Lebanon, UAE, Europe, US
Jad Khater, founder of RedefinedWeb

Founder-led

Founder-led, hands‑on from first call to launch

RedefinedWeb was founded by Jad Khater, who has spent 20+ years building websites, platforms, and integrations as a senior developer, team lead, and technical advisor. He has been tinkering with technology since childhood and stays hands-on in the work, alongside a team covering product design, art direction, and digital marketing.

“He is an exceptional developer who possesses a rare and invaluable skill: he makes the complex look simple.”
Benoit Marié, Product, AI Strategy
Jad on LinkedIn →

How we work

What you can expect from us

  • We stay after launch

    Many of our clients keep working with us long after their site goes live, for updates, support, and new features. Albertine has been with us since 2014, and Night of Ideas since its 2022 edition.

  • We explain the technical side

    You get clear options and honest trade-offs in plain language, so decisions about hosting, platforms, or integrations are yours to make with confidence.

  • We keep confidences

    Some of our work is covered by confidentiality agreements. We respect them, which is why not everything we’ve built appears on this site.

Team

The people behind your project

A small team covering the whole project: engineering, product design, art direction, and digital marketing.

Jad Khater, owner and founder of RedefinedWeb

Jad Khater

Owner & founder

20+ years across projects of every scale as senior developer, team lead, technical advisor, and solution engineer.

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Jad Khater is the owner and founder of RedefinedWeb s.a.r.l.. Today his focus is helping digital agencies optimize how they ship: clarifying architecture, mentoring engineering teams, coaching delivery practices, and stepping in as senior capacity when partners need a calm technical lead.

He also works with design, marketing, and content organizations that need reliable development, integrations, and consultancy — translating product and brand goals into systems that hold up in production.

Partners describe the same pattern across years of work together: he makes complex delivery feel simple, bridges deep technical work with business impact, and stays accountable on quality, timeline, and budget — whether that means mentoring a team, untangling a stubborn integration, or owning a multi-market build end to end.

  • Leading and augmenting engineering teams under real delivery pressure
  • Coaching developers on craft, process, and decision-making
  • Technical advisory for agencies choosing stacks, hosts, and partners
  • Hands-on builds when the product needs a senior builder in the room
LinkedIn →
Jimmy, product designer at RedefinedWeb

Jimmy

Product designer

Over 3 years designing complex, user-centered products across mobile apps, web apps, dashboards, and SaaS — including a social platform with 400,000+ downloads across MENA.

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Jimmy is a UX/UI designer with over 3 years of experience creating end-to-end digital products across web, mobile, SaaS, and dashboards. With a background in engineering and customer support, he combines structured problem-solving with a deep understanding of user needs and technical constraints.

He leads the design process from research to high-fidelity interfaces, aligning user needs with business goals to deliver measurable impact. He believes great products balance usability, creativity, and visual appeal to create intuitive, scalable experiences.

Jimmy primarily designs in Figma, with working knowledge of WordPress and page builders like Elementor and WPBakery, and integrates AI tools into his workflow to accelerate research and enhance design efficiency.

  • End-to-end product design for web, mobile, dashboards, and SaaS
  • User research, flows, wireframes, and high-fidelity UI
  • Aligning usability with business goals and technical constraints
  • Figma-first delivery with AI-assisted research and design workflows
Pencil-style portrait of Joe, digital marketing and brand strategy at RedefinedWeb

Joe

Digital marketing & brand strategy

International digital marketing, e-commerce, and brand strategy across local, GCC, and European markets — spanning retail, luxury hospitality, F&B, real estate, tourism, education, and premium consumer brands.

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With experience across local, GCC, and European markets, Joe brings an international perspective to digital marketing, e-commerce, and brand strategy. Having worked directly across these markets, he understands the different consumer behaviours, digital ecosystems, and commercial dynamics that shape successful online strategies.

His expertise spans a diverse range of industries, including e-commerce, retail, luxury hospitality, food & beverage, real estate, tourism, education, and premium consumer brands, giving him a broad understanding of both B2C and service-led businesses.

From developing digital strategies and optimising websites and e-commerce journeys to driving SEO, paid media, social media, content, and performance, he combines strategic thinking, creative execution, and data-driven optimisation to help businesses strengthen their digital presence, reach the right audiences, and generate measurable results.

  • Digital strategy for local, GCC, and European markets
  • E-commerce and website journey optimisation
  • SEO, paid media, social, and content performance
  • Brand strategy across B2C and service-led industries
Melissa, art director and motion designer at RedefinedWeb

Melissa

Art director, motion & graphic designer

Over 7 years turning ideas into visuals that feel clear, thoughtful, and engaging — across art direction, branding, motion design, illustration, social content, print, and digital campaigns.

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Melissa is an art director, motion designer, and graphic designer with over 7 years of experience turning ideas into visuals that feel clear, thoughtful, and engaging. She works across art direction, branding, motion design, illustration, social content, print, and digital campaigns.

What she enjoys most is taking a brief, understanding what it really needs, and finding the right creative direction to bring it to life.

Over the years, she has worked with different brands and industries on everything from visual identities and campaigns to animation, presentations, reports, and social media content.

She likes experimenting with different styles, tools, and ways of working, while keeping the final result simple, intentional, and true to the project.

  • Art direction for branding and digital campaigns
  • Motion design, animation, and illustrated storytelling
  • Social, print, and presentation design systems
  • Creative direction from brief to finished visual

Process

From first call to growth

The same five steps for every project, scaled to its size.

  1. Step 01

    Discover

    We learn the business, the audience, and what the site needs to achieve, then agree scope and timeline.

  2. Step 02

    Design

    Sitemap, user flows, and interface design in Figma, reviewed with you before any code.

  3. Step 03

    Build

    Development, integrations, and content entry, with a staging link so you see progress.

  4. Step 04

    Launch

    Testing, speed and SEO checks, analytics, and a handover so your team can manage content.

  5. Step 05

    Grow

    Care, marketing, and improvements based on what the numbers show after launch.

Recommendations

What people we’ve worked with say

  • “He consistently delivered exceptional results, with remarkable technical expertise and problem-solving skills.”
    Randa El ChemalyMarketing
  • “Jad acts as a technical consultant, always provides best practices in this industry, and never compromise on quality.”
    Nadim Bou YazbeckDigital & AI Infrastructure Advisor to Organizations
  • “He cares about doing things properly and keeps his word.”
    Patrick HaddadProgram Manager, SaaS & Cloud Implementations
Read all recommendations on LinkedIn →

Company

Where to find us

Based in Beirut, working with clients in Lebanon, the UAE, Europe, and the United States.

Legal name
RedefinedWeb s.a.r.l.
Office
Tilal Ain Saadeh, Snoubar Str. Guilbenkian Bldg. 1st Floor, Beirut, Lebanon
Registration
MOF 3916615 · RC 2071887

Next step

Work with us

Tell us about your business and what you want to achieve, and we’ll reply with next steps.