Brand Extension

Shurooq was originally set up as a real estate development firm to manage successful projects like Al Qasba and become the go-to company for real estate development within Sharjah. In 2010, the government of Sharjah gave Shurooq the added responsibilities of promoting the emirate as a business destination and directly attracting FDI across all economic sectors (hospitality, tourism, health care, industrial, etc.). This required speaking to new audiences and starting conversations across different economic subjects, which the company had never had to do in the past. It also created the need to discuss opportunities and sectors where Shurooq had not yet established credibility.

MBLM evolved the Shurooq brand to encompass the investment promotion aspect of the business. We created a visual system and brand architecture to elevate the brand to a position with relevance to new audiences, e.g., investors, sovereign funds, businesses and credibility to speak on behalf of Sharjah. We also cast Sharjah as a business destination by gathering information and creating content that is most compelling to potential investors. This work became the essential foundation to guide the brand extension and serve as a blueprint for all Shurooq’s marketing activities.

Since the brand’s launch, the overall strategy and materials created by MBLM have led to increased interest in Sharjah from new foreign delegations, including Italy, Spain, Malaysia and Germany, and new industry sectors such as health care. It has also opened the door to exchanges with new businesses.