Our Work

Sheraa

By January 8, 2020 January 9th, 2020 No Comments

Introduction

Sheraa is the vibrant entrepreneurship ecosystem that fosters the creation and growth of startups in Sharjah. Sheraa approached ANCHOVY. to rejuvenate their brand identity, transforming every brand element into an entities that purely represents Sheraa as advocates for change, aiming to cultivate a pipeline of changemakers by fostering a culture of experimentation and critical thought.

Introduction

Sheraa is the vibrant entrepreneurship ecosystem that fosters the creation and growth of startups in Sharjah. Sheraa approached ANCHOVY. to rejuvenate their brand identity, transforming every brand element into an entities that purely represents Sheraa as advocates for change, aiming to cultivate a pipeline of changemakers by fostering a culture of experimentation and critical thought.

The Scope

The scope of this project was to further strengthen Sheraa’s brand identity, which will be reflected across all social media channels, marketing campaigns, events, and all other platforms/channels. The aim will be to further enhance the brand rather than a drastic shift in the design language.

The starting points were laid out since the identity was already an existing and running brand. The brand identity consisted of the right tone of voice, however did not capture the right vision and essence of an entrepreneurship ecosystem. The visuals were dull and lacked the vibrant atmosphere within this inspiring community, however these elements were a good first step towards our goal.

Brand Identity

After extensive research on the existing brand, to build the identity, we asked different questions to ourselves and the client.

What is unique about Sheraa?

Why go through Brand Rejuvenation?

What is the ideal perception of Sheraa?

Brand Identity

After extensive research on the existing brand, to build the identity, we asked different questions to ourselves and the client.

After analysing all answers, started by building the puzzle, the basis of all branding – the brand position.

Sheraa has positioned itself as the thought-leader in the U.A.E.’s entrepreneurship ecosystem. Sheraa also engages with other ecosystem builders to create a strong and globally-connected network, while positioning Sharjah as a vibrant startup hub. Sheraa’s differentiating factor is our commitment and openness to help. We build  a relationship with our community, in order to provide an exceptional entrepreneurial experience. We live with our entrepreneurs day-in and day-out, in order to provide a deeper understanding of their startup, as opposed to just skimming the surface.

After constructing the the brand position of Sheraa, the team broke it down into values. The keywords that are expressed from the brand identity that drives the audiences to right direction, their vision.

– Leadership – Collaboration – Innovation – Passion – Initiative – Mastery – Honesty – Getting things done

The values aided our fabrication of the vision – when it comes to leading up to the real brand goal of Sheraa

To build a vibrant entrepreneurship hub in Sharjah.

– Unleash a generation of entrepreneurs who will build a better future for our societies and beyond – Reach entrepreneurial excellence in Sharjah – Strengthen Sharjah’s ecosystem – Inspiring people to become entrepreneurs

The tone of voice came instinctively since we build the brand from the core, naturally expressing the way Sheraa communicates, present themselves and their entrepreneurs:

We are authentic. We understand what it means to be an entrepreneur: we are supportive. We understand their goals, obstacles, and drives and speak to them in a welcoming, familiar, warm, and accessible way. We are encouraging. We are here to unlock people’s potential. We help them learn and grow with compassion and encouragement. Our Tone is semi-formal, but it’s key is to be clear rather than entertaining. In terms of writing, we consider the reader’s state of mind and accommodate accordingly. We understand things can get complicated and we do not get frustrated, annoyed or agitated. We prefer an active voice rather than passive. We avoid slang and abbreviations. A few key words to navigate our tone: – Semi-formal – Inclusive – Compassionate – Informative – Encouraging – Genuine

1. BRAND POSITION

After analysing all answers, started by building the puzzle, the basis of all branding – the brand position.

Sheraa has positioned itself as the thought-leader in the U.A.E.’s entrepreneurship ecosystem. Sheraa also engages with other ecosystem builders to create a strong and globally-connected network, while positioning Sharjah as a vibrant startup hub. Sheraa’s differentiating factor is our commitment and openness to help. We build  a relationship with our community, in order to provide an exceptional entrepreneurial experience. We live with our entrepreneurs day-in and day-out, in order to provide a deeper understanding of their startup, as opposed to just skimming the surface.

2. BRAND VALUES

After constructing the the brand position of Sheraa, the team broke it down into values. The keywords that are expressed from the brand identity that drives the audiences to right direction, their vision.

– Leadership – Collaboration – Innovation – Passion – Initiative – Mastery – Honesty – Getting things done

3. BRAND VISION

The values aided our fabrication of the vision – when it comes to leading up to the real brand goal of Sheraa

To build a vibrant entrepreneurship hub in Sharjah.

– Unleash a generation of entrepreneurs who will build a better future for our societies and beyond – Reach entrepreneurial excellence in Sharjah – Strengthen Sharjah’s ecosystem – Inspiring people to become entrepreneurs

4. TONE OF VOICE

The tone of voice came instinctively since we build the brand from the core, naturally expressing the way Sheraa communicates, present themselves and their entrepreneurs:

We are authentic. We understand what it means to be an entrepreneur: we are supportive. We understand their goals, obstacles, and drives and speak to them in a welcoming, familiar, warm, and accessible way. We are encouraging. We are here to unlock people’s potential. We help them learn and grow with compassion and encouragement. Our Tone is semi-formal, but it’s key is to be clear rather than entertaining. In terms of writing, we consider the reader’s state of mind and accommodate accordingly. We understand things can get complicated and we do not get frustrated, annoyed or agitated. We prefer an active voice rather than passive. We avoid slang and abbreviations. A few key words to navigate our tone: – Semi-formal – Inclusive – Compassionate – Informative – Encouraging – Genuine

THE ENGLISH WORDMARK

The initial step was to remove the english wordmark which was at an angle on the side of the logo. We constructed a custom type to compliment and to be well suited with the main wordmark.

THE BILINGUAL LOGO

When it comes to the bilingual logo, we wanted to continue with the theme of being a hub of all entrepreneurship. A universal element which represents the word ‘hub’ is the centre of a shape, specifically a circular shape. We first applied this shape to the bilingual logo, accompanied with the arabic & english typography which respects the hierarchy of the logo composition.

THE BRAND MARK

For the brand mark we wanted to include the circle within the brand, having a connection with the bilingual (main) logo, in both outlines and full fill.

ADAPTABLITY

The team also created different variations of the logo, being versatile for every form of application.

THE ENGLISH WORDMARK

The initial step was to remove the english wordmark which was at an angle on the side of the logo. We constructed a custom type to compliment and to be well suited with the main wordmark.

THE BILINGUAL LOGO

When it comes to the bilingual logo, we wanted to continue with the theme of being a hub of all entrepreneurship. A universal element which represents the word ‘hub’ is the centre of a shape, specifically a circular shape. We first applied this shape to the bilingual logo, accompanied with the arabic & english typography which respects the hierarchy of the logo composition.

THE BRAND MARK

For the brand mark we wanted to include the circle within the brand, having a connection with the bilingual (main) logo, in both outlines and full fill.

ADAPTABLITY

The team also created different variations of the logo, being versatile for every form of application.

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Colours

The initial Sheraa colours were dull and lacked the vibrancy which Sheraa purely express in its culture of experimentation and critical thought. The only colour we kept is blue which was the recognisable basis colour of the brand.This is why we chose the colours that give the sense and feeling of Shera’s DNA.

PRIMARY COLOURS

The blue and red are the lead colour distinctions found in Sheraa’s branding. Blue may be used as a base or background in instances where simplicity and recognisability is desired. Red is the colour of passion, and is exceptional at distinguishing itself.

SECONDARY COLOURS

The secondary Colour consists of different tones of the primary colours, to be utilised as complementary colours to the main blue and red.

TERTIARY COLOURS

The pale & navy blue are used as a light and strong base. The navy blue, the deepest colour in the brand, forms backgrounds and blocks, and can be used to maintain a more serious tone when needed.

Patterns

Within the new branding, other than the logos and colours, we wanted to extend the visual brand message by patterns.
These patterns are the basis of Sheraa’s new visual identity, constantly being present on almost all brand applications. The patterns represent the aspects of determination, creativity within the community.

Patterns

Within the new branding, other than the logos and colours, we wanted to extend the visual brand message by patterns.
These patterns are the basis of Sheraa’s new visual identity, constantly being present on almost all brand applications. The patterns represent the aspects of determination, creativity within the community.

Iconography

Icons were all constructed and based on keywords that relates to Sheraa. The resulted iconography style, has been selected to be clear yet distinct, and allow for contrast, and bring a sense of character to otherwise common and recycled iconography. The full coloured icons contains both primary colours, blue and red.

Iconography

Icons were all constructed and based on keywords that relates to Sheraa. The resulted iconography style, has been selected to be clear yet distinct, and allow for contrast, and bring a sense of character to otherwise common and recycled iconography. The full coloured icons contains both primary colours, blue and red.

Applications

After every element was confirmed by the client we proceed to create different applications. Here are some of them:

Applications

After every element was confirmed by the client we proceed to create different applications. Here are some of them:

Brand Guidelines

At the last stage we compiled everything we have created and more (like photography & typography) within a detailed 90 page brand book to serve as guidance for the internal Sheraa team to always have this strong brand presence as their basis.

Brand Guidelines

At the last stage we compiled everything we have created and more (like photography & typography) within a detailed 90 page brand book to serve as guidance for the internal Sheraa team to always have this strong brand presence as their basis.

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