2013 Winners & Shortlists

Brief Explanation

The creative market in Doha is very traditional, conventional, limited and leans more towards safe and repetitive design solutions especially when it comes to Islamic brands, which tend to be very traditional. The vision, flexibility and forward thinking of the CEO Mr. Jaber Al Hadfa along with his trust in MMG allowed us to go for a fresh, contemporary creative design that was on brief and that would create impact within the financing market.

The Brief

To create a total corporate identity revolution on the current existing one that changes the perception of a company that was losing equity within the financing market. The company wanted to stand out in a very competitive Islamic financing market by appearing as modern, friendly and approachable. The identity also needed to accommodate QFH’s long-term vision of setting a platform to become a national Islamic bank.

How the final design was conceived

Strategy and creative carried out workshops with the main Qatari decision makers at QFH to gain insight in order to develop the brand strategy. The findings lead to the new brand positioning ‘Real finance from real people’ which is personal, friendly and adaptable. The brand tagline ‘adaptable financing’ derived from the strategy and the positioning. A vibrant and flexible brand language was developed to support the promise; by developing a palette of bright and relevant colours that created the ‘adaptable band’ that forms the basis of the brand visual language creating the brand mark and the flexible brand language.

Indication of how successful the outcome was in the market

QFH has implemented a soft launch internally for the new brand with positive feedback. The new QFH brand has only been launched internally and softly into the market and the outcome has been positive. The fresh brand, supported by brand engagement and training sessions, was warmly welcomed by employees who are now adopting the brand values and personalities and which are reflected across all communication and customer touch points.