DUQE
Website Design
Tone of voice and messaging
2024
The brief
Website Design
Tone of voice and messaging
stationery design
logo design
Image style
Brand Strategy
brand identity
brand guidelines
You know it’s not just another free zone when it’s located on the QE2! An entirely new concept of a co-working space, business centre and free zone based on the QE2, DUQE needed to figure out exactly how to differentiate itself and find a niche.
Client
DUQE
Industry
Other
The insight
Just post-pandemic, it was becoming increasingly clear that most people want to be their own boss or start a side hustle. We wanted to appeal to this crowd by speaking their language, by understanding their pain points and genuinely solving them. We realized what they really needed was a space that would champion, support, and guide them all the way to the top.
The approach
A heroic, confident and inspiring brand was born – one that was anything but boring, starting with the unexpectedness of a free zone on the QE2. A business that promised to be in it with you, to do all the small things so that you could focus on the big ones. A place for all the game changers, doers, dreamers, hustlers and disruptors can really get into the zone.
With the strategy, brand story and messaging in place, we crafted a modern, bold identity with an image style that centers the entrepreneurs. We also came up with several ideas aligned with the overall positioning to ensure that it goes beyond just a cool brand and lives its essence as the zone that sets you free.
