If you want to be an entrepreneur, it's not a job, it's a lifestyle. It defines you. Forget about vacations, about going home at 6 pm - last thing at night you'll send emails, first thing in the morning you'll read emails, and you'll wake up in the middle of the night. But it's hugely rewarding as you're fulfilling something for yourself.Niklas Zennstrom
Rukn is a creation of Bahrain Development Bank(BDB). BDB is a quasi-governmental entity focussed on improving Bahrain’s economy via various initiatives such as Rukn – an ICT incubator. Rukn means ‘corner’ in Arabic and aims to help young entrepreneurs in Bahrain create IT companies to fuel the nation’s growth, build the ITC sector and give jobs to the youth. The brand was still an idea in waiting when we got involved. It had an identity and a team, but it didn’thave a purpose, a strategy or a developed sense of self. Our task was to take this raw entity and give it form and focus.
We had to discover the brilliance that lay within the team and the company and help them communicate this through an effective and inspiring brand and key collaterals. Our strategy was born from market research and client workshops to better understand them, their ambitions and what would set them apart in their market. This identified the source of their brilliance so we could encapsulate that in a brand.
Starting with a stretching vision: “To support and stimulate ICT entrepreneurial success”, we then set about discovering and expressing the many attributes we felt the company needed to build a culture that could realise this vision. The values of Nurturing, Commitment and Passion were chosen, supported by the brand promise: “To facilitate innovation”, and a positioning of “supportive” to sum up the way the firm did business.
Rukn’s brand design was created to represent the dynamic face of Bahrain’s growing technology sector. With a highly defined target audience, we needed to create a brand with a strong sense of wit, fun and passion in its design. The brand skilfully blends more human and fun cues (colouration), with more technological features (type, icons, buttons and boxes), to create a strong impression of a brand destined to empower a burgeoning sector.
The new identity and naming strategy was approved unanimously by the client team and has since been shortlisted for a Transform Award. Brand has created the approachable and dynamic face the organisation were looking for. Interest in the centre have be widely more positive now it is communicating with branded messaging.
The brand design and strategy won ‘Silver’ in both the ‘Best Copy Style or Tone’ and ‘Best Brand Identity from the Technolody and Telecommunications Sector’ at Transform Mena 2015.
Brand strategy and identity design, collateral, print design.
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