Maaref: a national platform launched in two months
For Maaref, a UAE government initiative, A2Z created the brand identity and guidelines, then developed a national SharePoint platform in phases. The result was the UAE's first federal directory of accredited training providers, taken from brief to national launch in just two months and ready for a ministerial launch date that could not move.
The challenge
The brief was to launch a national SharePoint platform in just two months, and the ministerial launch date had already been confirmed before the work began. That left no room for a long discovery phase or a slipping timeline. A new brand had to be created, a platform had to be designed and built, and both had to be ready, consistent and credible on the day the platform was presented to the nation.
The objective
The goal was to build the UAE's first directory of accredited training providers: a single national reference point supporting the federal human-resources strategy and UAE Vision 2021. The platform needed a clear identity of its own and had to be delivered in time for the confirmed ministerial launch.
Our strategy
We started with the brand. Developing the brand guideline and visual identity first gave every later decision a fixed reference point: colours, typography, tone and interface elements were settled before any screens were designed. In a project with an immovable deadline, this matters, because design debates that would otherwise surface late in development are resolved at the start, and the platform can be built on a consistent foundation from day one.
Platform development then ran in phases rather than as one big build. Breaking the SharePoint work into stages meant the essential directory functions could be prioritised, reviewed and signed off step by step, keeping risk low and progress visible. This phased approach is what allowed the team to hit the national launch date without compromising the brand or the platform.
What you can apply
- When the deadline is fixed, settle the brand guideline first so design decisions never block development.
- Phase a platform build so the essential features ship first and each stage can be signed off quickly.
- Treat a launch date as a design constraint from day one, not a target to chase at the end.
Questions, answered.
Can a government digital platform really be launched in two months?
It can when scope, brand and approvals are planned around the deadline from the start. Settling the identity early, prioritising essential features and building in phases with regular sign-offs removes most of the delays that usually push public-sector launches back, while keeping quality and consistency intact.
Why create the brand identity before building the platform?
A finished brand guideline gives designers and developers one agreed reference for colours, typography, tone and interface elements. That prevents late rework, keeps every screen consistent and lets the build move faster, which is especially valuable when a launch date has already been announced and cannot move.
What does phased platform development mean?
It means splitting the build into stages, delivering the core functions first and adding further features in later releases. Each phase is reviewed and approved before the next begins, so risks surface early, stakeholders see steady progress and the critical launch scope is protected if time becomes tight.
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