2017 Winners & Shortlists

The Campaign

The signature photography captures the authentic culture, people and landscape of the country. There is a discerning combination of modernity and tradition that captures a nation deeply rooted in its heritage, and at the same time, is progressive in building a future fit infrastructure. The photography is anchored in the brand colour palette that captures the visual journey of the Qatari landscape; from the warmth of its desert sands, to the gentle wash of the blues of the Gulf, and the light and luxury of Qatar’s oldest trade, pearl diving. Together they evoke an expression and image of the countries rich and deep beauty.

Creative Execution

We created five beautiful distinctive assets that are anchored in the brands essence - "Warmth of Soul & Spirit of Vision". Photography is a key visual asset in the creation of a destination brand. We shot 17 signature brand images with supporting images. The signature photography captures the authentic culture, people and landscape of the country and a nation deeply rooted in its heritage, and at the same time,is progressive in building a future fit infrastructure. The signature brand images was applied to all communication, eg. brand book, billboards, banners etc. creating a distinctive and own-able look for the destination brand.

Indication of how successful the outcome was in the market

Creating a destination brand that resonates with both the Qatari people and an international audience. As the first brand identity we captured an enriching cultural experience through arts, education and history at the same time portraying world-class business infrastructure and facilities to promote business and sports. As Qatar's first destination brand, we captured essence of the people, culture and history to portray a true and authentic visual identity. We gave the identity meaning and purpose grounded in the brand belief - THE DEEPER OUR ROOTS, THE HIGHER WE SOAR. Qatar represents its self as country that passionately embraces its past to continually inspire its future - "Warmth of Soul; Spirit of Vision".

BRAND POSITIONING: A WORLD CLASS HUB WITH DEEP CULTURAL ROOTS BRAND BELIEF: THE DEEPER OUR ROOTS, THE HIGHER WE SOAR BRAND ESSENCE/PLATFORM: WARMTH OF SOUL & SPIRIT OF VISION BRAND PERSONALITY 21st Century and Proudly Qatari. Warm, Hospitable, Cultured, Open, Progressive, Embracing Humanity & Future Positive. TONE & MANNER Confident, Authentic, Inviting, Intriguing, Accessibly Luxurious: A Timeless Classic.