Branding the first research and innovation destination in the UAE
SRTI Park was created by the Ruler of Sharjah to play an integral role in shaping synergy between the American University Sharjah (AUS), its faculty and students, and the many corporate and research organizations that want to make use of the best talent in the region. The synergy needed to be combined with premium facilities, a like-minded community and an entrepreneurial ecosystem. Skyne was asked to execute the full brand development of the park based on a feasibility study completed by the number two consultancy firm in the world.
RESEARCH & ANALYSIS
Finding what makes SRTI Park outstanding
The primary objective of Sharjah Research, Technology and Innovation Park Free Zone (SRTIP) is to contribute to establishing AUS as a global leader in supporting enterprise activities with research & innovation, ultimately elevating Sharjah’s position as a global destination in the field of research and technology.
To create a brand identity for the soon to launch SRTI Park it was important for Skyne to carry out extensive market research to map out the current situation and competitive field. We identified several target segments, including knowledge-based institutions, leading enterprises, and entrepreneurs & start-ups. The goal was to determine the distinguishing factors of SRTIP to differentiate the free zone from the competition and to discover key insights and best practices to find opportunities for SRTI Park.
STRATEGY & STORY
A ‘brand’ new way
After the Insights and Opportunities phase, we took the research stage a step forward by among others interviewing the Management Team. From here, we were ready to develop a differentiating strategy for SRTI Park. We created a brand vision & mission, brand personality, brand promise, brand values, and a tagline.
What makes SRTI Park truly outstanding is the park’s secure connection to the American University of Sharjah, a high-level educational institute. Other tech/science parks in the country and region cannot compare to this.
Shaping the future
CONCEPT & DESIGN
Creation of the brand identity
SRTI Park consists of a dynamic environment in which innovation and technology play a significant role. The dynamics are reflected in the brand identity. The forms seem to flow endlessly into each other, giving the logo an organic feel and bringing the continuity and the progression of the park into its identity design. The identity was implemented into various collaterals such as business cards, letterhead, presentation templates, and brochures.
In addition to the identity design, we supervised the photo shoot that has taken place at the American University of Sharjah. The pictures are used for all communication tools, including the website.
Addressing key audiences and showing the benefits
Our goal was to create a website that reflects SRTI’s ambitions and innovative character; to develop a platform that appeals and engages with different target audiences. We first investigated consumer behavior, best practices, distinctive characteristics, opportunities, and competitors. From there, we determined the key purpose of the website: to attract entrepreneurs, start-ups, and students, address leading enterprises to join SRTI Park and present the opportunities of setting up a business and other park benefits. While SRTIP continues to grow, the website will evolve towards a more community-based platform.
How we helped SRTIP with its launch
Research & Analysis
Target audience research
Strategy & Story
Concept & Design
Brand identity design
Communication tools design
Implementation & Activation
“Skyne has reached a high level of quality for the strategy, design and implementation of the SRTIP brand, besides this, they are a reliable and real partner.”
Hussain Al Mahmoudi
– CEO Sharjah Research Technology and Innovation Park
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