Page 65 - KFED PR REPORT LOCAL - AUGUST 2025

9/1/25, 11:45 AM Khalifa Fund Launches New Brand to Boost Innovation and Entrepreneurship
Aligning With UAE’s National Priorities
KFED’s updated brand identity is a clear signal of its alignment with the UAE’s broader economic and social goals.
The UAE government has prioritized innovation, digital technology, and sustainability as critical elements for
national growth. By incorporating these values into its brand, KFED emphasizes its role as a leading supporter of
entrepreneurs who drive these priorities forward.
Her Excellency Mouza Obaid Al Nasri, CEO of Khalifa Fund for Enterprise Development, explained the
significance of the new brand identity. She said:

"As a leading facilitator of entrepreneurship in the region, we at KFED seek to exemplify our attributes including
resilience and passion for innovation in our brand identity. The new design reflects this vision and reinforces our
steadfast dedication to supporting Abu Dhabi’s national priorities and strategic objectives, while cultivating a
distinguished entrepreneurial ecosystem. We are confident that this refreshed identity will further elevate the
KFED’s standing and contribute to its long-term success."
This statement highlights that KFED’s renewed brand is not merely cosmetic. Instead, it reflects a deeper
commitment to fostering entrepreneurship and helping Abu Dhabi achieve its long-term economic vision.

Supporting Entrepreneurs and SMEs

The Khalifa Fund for Enterprise Development has long been recognized for its proactive role in supporting
entrepreneurs and SMEs in the UAE. By providing financial solutions, training programs, advisory services, and
mentorship, KFED helps young entrepreneurs and growing businesses establish themselves in competitive markets.

With the updated brand, KFED aims to reach a wider audience in the business community. This is particularly
important as Abu Dhabi positions itself as a knowledge-based economy, relying on innovation, talent, and
sustainable growth to drive its economic future. The new identity communicates KFED’s commitment to nurturing
entrepreneurship and enabling small businesses to make a lasting impact on the economy.

Innovation and Resilience at the Core

Innovation and resilience are central to KFED’s mission. Entrepreneurs often face challenges ranging from limited
access to funding to market uncertainties. KFED’s programs are designed to equip them with the skills, resources,
and confidence needed to overcome these challenges.

The refreshed brand identity embodies these qualities, emphasizing that KFED is not only a financial supporter but
also a strategic partner for businesses. By fostering a culture of innovation and encouraging entrepreneurs to explore
new ideas, KFED contributes to the creation of a dynamic and competitive business ecosystem in Abu Dhabi.

Contributing to the Falcon Economy

The Falcon Economy initiative in Abu Dhabi is focused on building a sustainable, diversified, and knowledge-based
economy. KFED plays a crucial role in this transformation by supporting businesses that contribute to innovation,
technological advancement, and economic diversification.

Through its diversified financial solutions and guidance, KFED ensures that small businesses and startups are not
left behind in the evolving economic landscape. The updated brand reinforces this mission and communicates
KFED’s dedication to creating a resilient and forward-looking entrepreneurial environment.
A Sustainable and Digital Future

In addition to supporting entrepreneurship, KFED’s new brand emphasizes digital transformation and sustainability.
These are key priorities for the UAE as it continues to modernize its economy. By integrating digital tools and
sustainable practices into its operations, KFED is able to provide more efficient services to entrepreneurs and SMEs.

This approach ensures that businesses supported by KFED are equipped to thrive in a competitive global economy
while also contributing to environmental sustainability and responsible business practices.

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