The Insights ​

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. ​

​Imagination​

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).​

​Integration

​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.