2016 Winners & Shortlists

Brief Explanation

KAHRAMAA is the sole distributer and operator of electricity and water in Qatar. It founded Tarsheed as a national conservation program to raise awareness around the importance of energy and water sustainability and conservation.

The Brief

Resources in Qatar, especially water, are scarce. Yet despite this, Qatar lacks a conservation culture. Water is wasted, and energy is overconsumed. In addressing this issue, Tarsheed was going to pass a new law issuing hefty fines for those who left their leaking pipes unchecked, their outdoor lights on during the day, and wasted water. We were looking at a delicate situation: To communicate a dry law and encourage people to change their behavior instead of offending and distancing them.

How the final design was conceived

Our designs needed to remain simple, straightforward but powerful. We used the elements that were causing the problem - the leaking pipes, overflowing water hose, & bright outdoor lights - to create a typography that spelled out the issue and then offered a solution.

Indication of how successful the outcome was in the market

The design stood out from all communications within Doha. Instead of adopting the traditional serious tone to communicating a governmental law in Qatar, that often most ignore and majority might not understand, our designs have broken down the law in a simple manner without diminishing its seriousness. The typography we created was self-explanatory pointing out the key issues and as a result resonating with the mass audience in Qatar. The designed amassed a lot of buzz on-ground and people have started responding to the law and taking account of its consequences. There’s already indications that electricity and water consumption has declined. Exact corresponding data is gathered quarterly and results will be published mid-year 2016.