Jou Pabalate is a creative content strategist with an eye for stories and how to tell them. She currently leads the content and communications arm of &bouqu, a cultural and creative consultancy firm, and its signature projects – Saudi Design Festival and Saudi x Design (SXD). Pabalate’s passion is in revealing the connections between narratives, people, culture and brands. She is the former managing editor of Destination KSA, the first English lifestyle magazine in the Kingdom. Jou has over 10 years’ experience navigating complex content and branding strategy projects with various government agencies and MNCs. However, her favorite editorial and creative campaigns remain to be the ones she had the joy of doing with homegrown and emerging talents in her hometown, Riyadh.