Make the UAE home to 20 unicorns in the next 10 years.
A bold and focused objective set by The Office of the Minister of State for Entrepreneurship and SME.
In the land of possible, there is no impossible.
Sheikh Zayed was a norm entrepreneur who championed the transformation of the UAE into a nation-building norms. Economically, his philosophy was pragmatic that effectively distributed wealth, set up a sovereign fund, diversified the economy, invested in economic and social infrastructure, and pursued environmental conservation.
Sheikh Rashed was an “entreprengineer”, an exceptional visionary who created Dubai as a regional economical hub, by developing infrastructure projects like Port Rashid (1972), Al Shindagha Tunnel (1975), Jebel Ali Port (1979), Dubai World Trade Centre (1978) and Dubai Drydocks (1983).
Create a brand from scratch and develop a comprehensive communication plan to support the mega initiative.
We worked closely with the Minister’s Office to create a powerful and impactful brand that reflected the vision and goals of the initiative. We developed a naming taxonomy, brand architecture, and verbal DNA that captured the essence of the project and conveyed its message effectively.
In addition to the brand development, we also created a complete visual identity for the master brand and its different programmes. We developed a communication plan that included corporate communication, social media, digital, and roadshows. We also created ads that were strategically placed to maximize reach and impact.
The project in its essence was a truly an integrated success.
