Georgetown University
Introducing an educational legacy to the UAE
Georgetown University’s McDonough School of Business is one of the top-ranked business schools in the United States, with a 200-year legacy of shaping ethical, global leaders. To establish a lasting presence in the Middle East, Georgetown partnered with Skyne to launch its Executive MBA programme in Dubai, its first in the region.
The Shift
Georgetown needed to localise its identity without diluting the prestige and permanence of its brand. The challenge for the university was to craft a strategy and visual presence that would resonate with the UAE’s ambitious professionals while remaining true to the institution’s legacy of academic excellence and leadership.
The Breakthrough
Skyne developed a tailored brand strategy, visual identity, and go-to-market campaign that introduced Georgetown with credibility, cultural relevance, and clarity. The launch achieved full enrollment for the 2023–2024 academic year, securing Georgetown’s position in the UAE’s competitive education market.
Localising a global icon
We focused on positioning Georgetown as a long-term contributor to the UAE’s educational ecosystem, not just another temporary campus. Through market research and persona development, we identified shared values that guided messaging and engagement strategies tailored to the region’s business leaders.
A leader is one who knows the way, goes the way, and shows the way.
Design inspired by legacy and momentum
The creative direction balanced Georgetown’s historic stature with the dynamic spirit of Dubai. The result was a visual identity that felt modern yet deeply rooted, reflecting both the enduring values of the university and the forward-thinking energy of the UAE.
The creative direction balanced Georgetown’s historic stature with the dynamic spirit of Dubai. The result was a visual identity that felt modern yet deeply rooted, reflecting both the enduring values of the university and the forward-thinking energy of the UAE.
Visuals that speak to purpose and permanence
From bold headlines to refined typographic cues, the visual language brought together Georgetown’s academic gravitas and Dubai’s sense of possibility. Every asset was created to inspire confidence and signal long-term presence in the region.
Shelly Heinrich
Admissions Director at Georgetown
The Skyne team’s expertise in the region has been phenomenal in the launch of a new program. We have a full cohort of phenomenal students, a fantastic new campus in the DIFC, and a well-established alumni network.
Paul Docherty
Creative Director Skyne
Georgetown University is one of the oldest and most prestigious in America, occupying a unique position among the world’s great institutions. It continues to produce outstanding individuals, in the fields of government, economics, finance and social justice. Kings, Presidents, Rulers and Hollywood stars are all former graduates. Skyne’s role was to seamlessly introduce such an institution to the Middle East region, based from its new home in Dubai. Skyne worked closely with the team in Washington DC and Dubai, to evolve their brand strategy and visual identity for the region, while maintaining the ethos and global reputation of the University.