Clarity and direction in Dubai Startup Hub’s repositioning strategy
The Dubai startup industry is reaching new heights and the startup landscape continues to grow with new incubators, accelerators and fresh initiatives emerging daily. These positive developments also provide new challenges for startup entrepreneurs. With so many options available, which partner provides the right expertise to turn their specific idea into reality? Which information is up-to-date and correct? It’s Dubai Startup Hub’s ambition to facilitate entrepreneurs, providing them with proper information and the right connections to grow their ideas and businesses. Skyne was asked to redevelop Dubai Startup Hub and help its ambition come to life by creating the strategy and aligned communication tools.
Redevelop Dubai Startup Hub from strategy to communication
A clear proposition, service offering and aligned communication
In search for the key differentiators
To determine the renewed direction for Dubai Startup Hub, Skyne first conducted market research and assessed the brand.
Together with the enthusiastic team of Startup Hub we interviewed startup entrepreneurs to research their needs, desires and daily struggles. During a workshop, we presented all insights and together with Dubai Chamber we determined the outlines of the strategy.
Finding Dubai Startup Hub’s true purpose
From there, Skyne created the brand strategy which not only targets an entrepreneur’s functional needs, but also outlines how to connect with them on an emotional level. Values such as security & comfort, self-esteem, recognition and reflection were considered. The strategy included the following mission, which highlights Dubai Startup Hub’s renewed purpose: “We guide startup entrepreneurs from idea to reality by providing clarity and support in Dubai’s Startup Ecosystem.”
Communication tools & website development
All communication tools have been aligned with the strategic brand refresh. Gitex 2017 had the first scoop: the exhibition stand revolved around providing clarity and support. These two topics are also the central elements of the new website that has been created in cooperation with Tattoo360.
– His Highness Sheikh Salem bin Sultan Al Qasimi
The process of design was initiated with the bee in mind. We wanted to keep the theme of the bee centre stage. Thus, the bee, its ecosystem, their pure produce, and its importance for life on earth, are the core focus of OneHive. In this visual property the bee is placed at the centre of its own livelihood, the flower, and while pollinating, making all other (plant) life possible too at the same time.
How we helped Dubai Chamber revamp its Dubai Startup Hub
Research & Analysis
Target audience research
Strategy & Story
Concept & Design
Communication tools design
Implementation & Activation