2014 Winners & Shortlists


CategoryEnvironmental Design
Entrant Company TBWA\QATAR Doha, QATAR
Advertising Agency TBWA\QATAR Doha, QATAR

Brief Explanation

The station has been broadcasting in a ratio of 70:30 Arabic and English. To attract new listeners especially among the expat community in Qatar and the region, a fully English version of QF radio on an additional frequency as well as via online live stream will be launched – so the audience is served in full in either language. The challenge is to quickly establish a strong brand awareness and reach for both frequencies as well as communicate the values of QF Radio.

The Brief

Since its launch only a few years ago, QF Radio has become one of the most popular news and discussion-based broadcasts across Qatar. As part of the new brand campaign, we were briefed to completely redesign QF Radio’s Mediacenter and convey the spirit of the brand into the daily working environment.

How the final design was conceived

We started by developing a distinctive, eye catching design: a visual manifestation of radio sound waves. Our goal was to connect Qatar’s traditions and history with a fresh, dynamic and forward-looking attitude. We did this by integrating Qatar’s national icons such as Arabian horses and Dhows as well as elements from contemporary music and sports. We then selected themes and colour schemes for each room to create a modern, friendly and dynamic atmosphere.

Indication of how successful the outcome was in the market

An internal survey via Maktabi intranet at QF showed exceptionally high staff satisfaction, commitment and pride among the people working in QF Radio’s new mediacenter. The new design of QF Radio’s Mediacenter was an important milestone for bringing the brand’s values and ambitions to life internally as well.


Name Company Role
Christian Meichsner TBWA Global Managing Director
Yasmina Toak TBWA Global Account Director
Allan Manaysay TBWA Global Creative Director
Rouba Asmar TBWA Head Of Production
Lorna Addicott TBWA Senior Art Director
Alaa Jazmati TBWA Senior Art Director
Yunus Saiyed TBWA Graphic Designer