monochrome

One ink, many tones.

A digital studio across four practices, with one standard applied to all of them.

01 — Who runs it

Monochrome is run by Johnny Bou Malhab.

He founded the studio in 2023, after ten years in digital marketing and analytics, most of it in ecommerce. Monochrome operates from Beirut, Lebanon.

Principal
Johnny Bou Malhab, founder
Founded
2023
Based
Beirut, Lebanon

02 — The name

Why Monochrome.

A monochrome palette is one colour taken across its full range. It looks like restraint and works like discipline: every tone has to justify itself against the same source, and anything that cannot is not in the palette.

Companies do not experience themselves as separate departments, but they almost always buy as though they do. Strategy from one firm, design from another, the build from a third, measurement from a fourth — brought in last, after the decisions that needed measuring were already made.

We would rather be one ink across all four. The strategy knows what the build can carry. The design knows what the data will show. The measurement is specified before the thing exists, which is the only time that is easy.

One brand. Many tones. Nothing off-palette.

03 — How we work

  1. 01Audit what exists

    The store, the stack, the ad platforms, whatever spreadsheet has quietly become the source of truth.

  2. 02Agree the definitions

    What counts as a customer, when an order is dated, which timezone. Everything built afterwards inherits them.

  3. 03Build in your accounts

    Your Shopify org, your cloud project, your warehouse. Measurement specified alongside the build, not retrofitted.

  4. 04Hand it over

    Documentation, access, source, and the queries behind every chart. Nothing we build should require us to keep existing.

04 — Positions

A few things we will not move on.

You own it

Your data, your infrastructure, your credentials. Every engagement should survive our departure.

Read-only, on purpose

Our ad-platform connections retrieve reporting data. We do not run campaigns through them.

Definitions before dashboards

Most disagreements about a business are vocabulary disagreements. We settle those first.

Assumptions travel with numbers

Attribution is a model. Its limits get published next to its results.

05 — Contact

Talk to us.

Enquiries, data questions, or a problem you want a second opinion on.