Just wrapped: brand strategy +

Just wrapped: brand strategy + copywriting for Start Up Scene's website redesign 🇦🇪

Start Up Scene helps founders and investors set up companies in Dubai navigating 60+ government agencies, trade licenses, visas, and residency. My job was to give that process a voice.

What I delivered:

Brand positioning & tone of voice (the "trusted advisor" archetype calm, precise, bilingual)

Messaging framework: mission, vision, core promise, taglines, CTAs

Full website copy for the redesign of home, services, about, headlines

Vocabulary system (words to use / words to avoid) so every touchpoint sounds consistent

The goal: make a category full of "hassle-free solutions" jargon sound instead like a firm that's actually read your file before you sat down.

📄 Brand book: Startup Scene Brand Book 🌐 Live site: StartUp Scene