Abu Dhabi Investment Office

Xische was approached by the Abu Dhabi Investment Office to design a new digital destination to promote opportunities for startups, business and investors to be a part of Abu Dhabi's ongoing transformation.

A NEW INVESTMENT DESTINATION

In line with the Ghadan 21 initiative from the Abu Dhabi Government to inspire and expand the knowledge economy in the emirate, we partnered with the Abu Dhabi Investment Office to design a new digital showcase of investment and business growth opportunities in Abu Dhabi for international investors, business owners and entrepreneurs.

DISTINCTIVE USER JOURNEYS

The Abu Dhabi Investment Office, through the Ghadan 21 initiative, sponsors a bouquet of initiatives to attract investors, business owners and entrepreneurs. From incentives encouraging growth in key sectors such as agtech and ecotourism, to a startup matching, to supporting corporate research and development, the diversity of opportunities presented a unique challenge for crafting a unified user experience.

To address to unique opportunities available for each audience group, we developed a persona-based user journey that guided users directly to the most relevant opportunities. Investors, business owners and entrepreneurs are each directed to a landing page tailored to their specific interests. An extensive tagging system is in place to ensure that relevant content appears across the site and listing pages were created for incentives, success stories and sectors, enabling users to choose their preferred journey.

BUILDING A NARRATIVE OF GROWTH

To inspire would-be investors, business owners and entrepreneurs to consider Abu Dhabi as an investment or growth destination, we crafted a new narrative for ADIO that highlighted the multifaceted opportunities that Abu Dhabi presented as well as ADIO’s commitment to support investors, business owners and entrepreneurs in their journey. After establishing the brand narrative and tone, we also provided the content copywriting for the website.