2015 Winners & Shortlists

Brief Explanation

QFA’s biggest challenge was awareness and engagement with its fans on the importance the national football team plays for the country. Our objective was to create an identity that was dynamic and responsive, engaging with all fans that were emotionally and continuously on the move to help them have a greater connection to QFA.

The Brief

The vision for Qatar Football Association is to be the pioneering football association, known for creativity and winning in the Middle East. Their new brand identity and brand position needed to promote the game across the country and beyond - cultivating football excellence and nurturing Qatar’s next generation of footballers, while growing its fanbase, so that one day QFA and its leagues can make their mark among the elite of football.

How the final design was conceived

The QFA brand is living and interactive, embodying pure human emotions experienced during games and portraying this energy as part of its identity. We developed an identity, which allows for social interaction from fans on both sides of the field, allowing fans to adapt and change the logo mark with data from social feeds - never static or still and continuously in motion. The QFA brand mark represents the world we now live in - open, engaging, and evolving through participation.

Indication of how successful the outcome was in the market

Since its launch the brand platform and identity has received positive results, with the fanbase and gate receipts increasing by 6% in the first two months. While still early in development, the positive feedback from fans across social media is supporting the new QFA brand as a bold, new and engaging experience for Qatar and the international community. The open identity approach gives the QFA brand a direct connection with its fans, by morphing the identity to reflect the emotions and feelings of the fans at any given time.

Qatar is a young country, and over the years QFA have received massive investment in developing its sporting infrastructure in the country (recently winning, 2022 World Cup, represents this best). Their supporters are loyal and tech-savvy and eager to be part of a community.