Rebranding reflects the authority’s ongoing commitment to innovation, cultural preservation, and unlocking the full potential of the emirate
● Sharjah Investment and Development Authority (Shurooq), rebrands itself to be more responsive, principled and collaborative across its people-partners-Sharjah network.
Sharjah, 08 March 2023
The Sharjah Investment and Development Authority (Shurooq), has unveiled a bold, forward-looking visual brand identity, which celebrates the authority’s slogan of Moving Forward. Guided by the traditions of the Emirate of Sharjah and driven by futuristic innovation, the new branding has introduced a fresh dynamism to the way Shurooq will communicate its diverse and rapidly expanding portfolio of developments in six key market sectors including hospitality, real estate, leisure, arts & culture, and others.
An inspiring 360 degree media campaign designed by the authority announced the new brand identity for Shurooq. Titled ‘Together we thrive’, the campaign reinforces the importance Shurooq places on collaboration and inclusivity as it creates ‘exceptional experiences’, a ‘sustainable future’, through ‘purposeful investments’ that will ‘enrich Sharjah’s culture’.
In its 14 years of its existence, the authority has designed and delivered inspiring projects, which have not only put Sharjah on the map for businesses, investors, residents, travellers, entrepreneurs and working professionals interested in the UAE and the region, but have also set the benchmark for progress that celebrate cultural heritage and champion environmental sustainability.
Shurooq’s new signature brand colours, yellow and dark grey, are an ode to Sharjah’s namesake - the rising sun, as it continues to advance the emirate towards a brighter future for all, in line with its vision of Transforming our people and economy, and inspiring blueprints for soulful progress and prosperity.
New brand visuals: A tribute to different shades of Sharjah’s stunning landscapes
The visual identity elements for Shurooq’s new brand logo are inspired by Sharjah’s geographic waterways, reflected in an abstracted Arabic “sh”(Ō)” letter and the English “S”, symbolising a beacon for investment, transformation, innovation, partnership and the future of Sharjah. With bold typography that reflects the confidence of the authority and its solid foundations, as well as an expansive colour palette characterised by fresh and lively primaries and secondaries, the new Shurooq hues celebrate the emirate’s diverse and thriving natural landscapes.
Setting the roadmap for delivering positive impact
Since its inception, Shurooq has put human capital at the heart of its ambitions. Always emphasising that “together, we can do great things”, the entity has witnessed strong growth in its workforce, starting with 92 employees in 2009 and expanding to 675 talented individuals today.
The authority will continue investing in talents and offer them stimulating environments that enable them to realise their true potential; will look into ways to cultivate mutually beneficial ties with strategic partners; will put in place innovation-driven processes that strive for perfection balanced with pragmatism; continue to create places where people will feel a deep sense of belongingness; and strike a perfect balance between profit- and value-creation for stakeholders.
Shurooq has also made conscious consistent investments in key market sectors of Culture & Tourism, Mobility & Logistics, Health & Wellbeing, Agri-food Technology, GreenTech, Human Capital & Innovation, Advanced Manufacturing, to advance Sharjah’s vision of sustainable development. The entity will continue to look into new ways of investing in these sectors and forge new partnerships to carry on with delivering positive impact.
A brand identity that makes Shurooq more accessible to its stakeholders
As part of the rebranding, Shurooq has divided its core businesses into six key verticals, namely, hospitality with marquee projects like Sharjah Collection by Mysk; real estate, with a first-of-its-kind development like Sharjah Sustainability City; malls & leisure with project like Kalba Waterfront Mall; investments & partnerships like the one with Sharjah Transport Solutions, amongst others; arts & culture with a project like the House of Wisdom; and finally, investment promotion with its initiative ‘Invest in Sharjah. These industry verticals will be the authority’s key focus areas going forward, enabling the entity to collaborate with their stakeholders to continue building on its expansive portfolio of world-class projects, which have raised Sharjah’s profile as one of the most livable cities in the world and a top FDI destination in the region.
In recent years, Shurooq has streamlined its offerings to create new opportunities for business and investment in emerging, future-forward sectors. This represents a strategic shift towards enhancing Sharjah's competitive advantage and unlocking its full potential. Through this realignment, Shurooq is deepening its commitment to making a positive impact on the community and driving economic growth in the emirate.
With these transformations, Shurooq continues on its mission to be responsive, collaborative and dynamic to increase the elasticity of the brand across multiple communication channels and be more vibrant in the digital space.
Shurooq CEO: What truly sets us apart is our deep-rooted commitment to the emirate we operate in
Commenting on the unveiling of the visual brand identity, HE Ahmed Obaid Al Qaseer, CEO of Shurooq, emphasised the influential leadership of His Highness Sheikh Dr. Sultan bin Mohammed AlQasimi, Supreme Council Member and Ruler of Sharjah, and the guidance of Her Excellency Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Shurooq, as the driving force behind the organisation's success.
Adding to this the CEO stated, “In line with our organisational philosophy of Our ability to envision, elevate, and orchestrate, Shurooq is always searching for exceptional ideas that can be transformed into world-class developments. What truly sets us apart is our deep-rooted commitment to the emirate we operate in. The organisation is dedicated to making a positive impact on Sharjah, its people, and its partners, and Shurooq's new visual brand identity reaffirms these values.”
“Guided by our boundless aspirations, we will continue to adopt and customise fast-changing technologies. We are enthusiastic about venturing into the future, knowing that we are well-equipped to keep creating environments where people will feel a sense of belonging and where we will be able to deliver lasting value to our stakeholders. The year ahead is full of fresh and strategic developments, and our new visual identity sets the tone for the new and dynamic ways in which we will communicate our purpose and vision to our global audience,' H.E. Ahmed Obaid Al Qaseer concluded.
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