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Qatar Luxury Group - Brand - Website
1. Priority
Defining what the Qatar Luxury Group is and defining those attributes that sets you
apart against anyone else, is the main priority. The message must be clear. The visual
stimulation and aura must be uniequivocal yet comprehensive. The navigation should
be neat and uncomplicated, whilst being benchmark at the same time. The QELA
website must be defined as the Experimental Online Element of the factors mentioned
before. A client should be able to feel, through visiting the QELA website, the quality,
craftsmanship and attention to detail they will see in a QELA Boutique.
Qatar Luxury Group - Website Concept and Design
2. Brand
The definition of the QLG Brand Vision is clear. Words like “excellence”, “creativity”
and “timeless” position the brand in the space it needs to fill. Who the competition are,
where they are located and thus what we must accomplish jointly to have an impact in
the market, is perhaps points that could be discussed.
We have looked at the likes of Hermes, Saks 5th Avenue, Prada, Karl Lagerfeld,
Gucci, Bottega Veneta and Harrods. The way they are defined, their online shopping
capability and their look & feel. Their approach could signal the way QELA should
attempt to display information and experiences that engage with its clients.
Qatar Luxury Group - Website Concept and Design
3. Creating a world-class brand presence via the Web is an intriguing challenge.
The QELA website needs to be clean, fresh, innovative, classic and become
a destination (paying homage to the “travel” wording used by QLG).
Brand
Qatar Luxury Group - Website Concept and Design
9. Mentioned earlier, the competition in the market place have different approaches to
their web presence, based on the mood or theme they are following at any given time.
Hermes is classically modern with a touch of playful creativity. Karl Lagerfeld is
visually striking and engaging. Bottega Veneta is pure Italian chic,
clean and uncomplicated.
Use of visuals is key to all competitors, as is the use of video to drive
certain collections. They all have a common denominator that uses
very very little copy. Their presence and feel is based purely
on design and imagery.
Competition
Qatar Luxury Group - Website Concept and Design
10. Defining a web style for QELA will be something that, in collaboration with
QLG’s Creative Director and also time, will grow. Fundamentals like easy
navigation and large pictures, in a clean design, should be the building blocks for
the QELA website. The site must also reflect the style of the products produced by
QLG in conjunction with the detail and craftsmanship in these products.
“An invitation to travel, physically and spiritually” is the QLG Brand Concept for QELA.
grow would propose that QELA’s website could be positioned as “The joy of the
physical and spiritual journey”
Style
Qatar Luxury Group - Website Concept and Design
12. The model of the QELA website can be defined in three key points:
• Information on where/why/how QELA comes from and its areas of differentiation
• Products/collections available
• Shopping (through boutiques or online)
As part of the Artistic nature of the business and the QLG mission, collaboration with
Artists, Galleries, Photographers, Film Directors and Actors should be considered.
These are not endorsements but rather an expression of creativity, quality and class
that is QLG. This will also keep the look and feel fresh on an ongoing basis.
Model
Qatar Luxury Group - Website Concept and Design
13. Having a Web presence is more than just a website. The following are part of
our thinking and recommendations for QLG:
• The QELA website will be constructed with SEO built in. This will be critical to
ensure that QELA and/or QLG comes up within Search Engines
• A website is a great starting point for QELA. With the ever changing online
landscape, the following must be part of your online presence supporting the site:
- Facebook
- Twitter
- Pininterest
• A Content Management Strategy is required, so that through the sites and other
online vehicles, regular and relevant information/pictures/videos are posted.
This is critical.
Online Strategy
Qatar Luxury Group - Website Concept and Design
44. Grow Leadership
Anthony Ryman – Managing Director
Olaf Brinkmann – Strategy and Business Director
David Omi – Creative Director
Samson Samasoni – Head of Communications
Aref El Nakadi — Client Services Director
Grow Team
Patrícia Bizarro — Senior Designer
Mohammed Doudin — Senior Designer
Salam Shughry — Arabic Translation & Copywriting
Helen Triggs — English Copywriter
Anika Barnard — Senior Client Manager
Rosalie Wiesner — Client and PR Executive
Grow Leadership
Qatar Luxury Group - Website Concept and Design
45. discover define design deliver
Grow Process
Qatar Luxury Group - Website Concept and Design
