Branding
Qatar Foundation

Challenge

As the creative agency of Qatar Foundation (QF), we were presented with the challenge to review and subsequently solidify the brand so that all communications are coherent and seamlessly integrated.


Solution

Once all the research was conducted, it became obvious that the Sidra tree would become a very powerful metaphor for QF. Looking at photosynthesis and working with the R&D department, scientific facts seamlessly became the narrative and the platform upon which the brand was built in both strategy and design.

Based on the extensive research conducted, we were able to define the brand’s big idea – ‘Light Transformation.’ Not only is it linked to QF’s purpose of transforming the local environment and helping the country move to a knowledge-based economy, it also builds on the Sidra tree and provides it with a deeper meaning. Once the direction was clear, we came up with a unique visual language based on the wavelength of light. This resulted in a distinctive visual style that is applied across many touch-points, facilitating brand recognition while also retaining flexibility. Using the developed assets, we were able to create different campaigns and initiatives on various occasions, contributing to QF’s objectives.

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