2017 Winners & Shortlists

The Campaign

We created a bespoke typeface that visually represents the essence of destination brand Qatar. Our designed typeface draws influence from the calligraphic nuances used to create our wordmark. With a discerning combination of tradition and modernity, creating an iconic design relationship between Arabic and Latin letters, making it a timeless and authentic typeface. This multilingual font consisted of four weightings in Arabic and Latin as well as multiple glyphs to be expressed in several other languages.

Creative Execution

We created five beautiful distinctive assets that are anchored in the brands essence - "Warmth of Soul & Spirit of Vision". We worked with a world renowned typographer, Miles Newlyn to carefully create a unique Latin typeface that draws influence from the calligraphic nuances used to create our wordmark. Titus Nemeth, a expertise in Arabic script culture, designed the Arabic companion of our Latin. Our bespoke typeface 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.

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.