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Branding

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Branding

  1. 1. TABLE OF CONTENT I N T R O D U C T I O N 5 P R O J E C T B R I E F 7 B R A N D S T R AT E G Y 9 A P P L I C AT I O N S 2 3 C R E AT I V E 1 7
  2. 2. INTRODUCTION CLASS PROJECT INSTRUCTOR GROUP LEADER/STRATEGIST ART DIRECTORS COPYWRITERS A D V _ 3 7 0 _ 0 1 : B R A N D & B R A N D I N G A C A D E M Y O F A RT U N I V E R S I T Y D O H A L A N D TA N I TA S A N D H U S O N N Y S U N A L I S YA A L W I K H A I P H A M A N D R E A R E N D R A D J A J A G R A C E C A L A N G I A N E T H A N J O W E 5
  3. 3. PROJECT BRIEF D O H A L A N D I S F O U N D E D BY Q ATA R F O U N D AT I O N O F E D U C AT I O N . I T S A I M I S T O S U P P O RT Q ATA R O N I T S J O U R N E Y F R O M A C A R B O N E C O N O M Y T O A K N O W L E D G E E C O N O M Y BY U N L O C K I N G H U M A N P O T E N T I A L . D O H A L A N D I S PA RT O F Q ATA R N AT I O N A L V I S I O N 2 0 3 0 . D O H A L A N D C R E AT E S L E A D I N G U R B A N L I V I N G C O N C E P T S T H AT A R E B U I LT O N T R A D I T I O N A L A R A B I A N A R C H I T E C T U R E & D E S I G N A N D C O N T R I B U T E T O T H E S O C I A L A N D C U LT U R A L H E R I TA G E O F D O H A . OUR MISSION T O R E P O S I T I O N D O H A L A N D A S A D E S T I N AT I O N . 7
  4. 4. BRAND STRATEGY D O H A L A N D S T R I V E S T O C R E AT E L E A D I N G E D G E U R B A N L I V I N G C O N C E P T S T H AT A R E B U I LT O N Q ATA R ’ S T R A D I T I O N A L C U LT U R E , C R E AT I N G T H E C U LT U R A L C E N T E R O F Q ATA R . W E W A N T T O G I V E P E O P L E A P L A C E T O V I S I T T H AT I N S P I R E S T H E M T O L I V E L I F E T O I T S F U L L E S T, A N D A P P R E C I AT E T H E W O R L D A R O U N D T H E M . W E W A N T P E O P L E T O G R O W T H R O U G H T H E I R I N D I V I D U A L E X P E R I E N C E W I T H U S B Y O F F E R I N G A S I M P L E L I F E S T Y L E F U L L O F R I C H N E S S A N D E X P E R I E N C E S F R O M B O T H T H E M O D E R N W O R L D A N D T H E T R A D I T I O N S O F Q ATA R . A C C O R D I N G T O Q ATA R ’ S N AT I O N A L V I S I O N 2 0 3 0 , Q ATA R ’ S F U T U R E I S R E LY I N G O N Y O U N G E R G E N E R AT I O N S . S O , O U R TA R G E T I S Y O U N G A D U LT S . T H E Y A R E F U L L O F PA S S I O N , T H E Y L O V E T H E I R C O U N T R Y, A N D A R E V E R Y A M B I T I O U S . W H AT T H E Y N E E D I S A P L AT F O R M T O T H R I V E A N D A C H I E V E T H E I R G O A L S . BRAND INSIGHTS 9
  5. 5. BRAND STRATEGY T O C R E AT E A U N I Q U E E X P E R I E N C E W I T H D O H A L A N D , W E T O U C H O N W H AT O U R C O M P E T I T O R S H AV E N O T E X P L O R E D , W H I C H I S C R E AT I N G A C U LT U R A L E X P E R I E N C E A N D E N T E RTA I N M E N T D E S T I N AT I O N . W E A L S O H AV E A C L E A R A N D N E W TA R G E T : YO U N G P E O P L E T O C O O P E R AT E W I T H Q ATA R N AT I O N A L V I S I O N 2 0 3 0 . VISION TARGETS MISSION W E S T R I V E T O C R E AT E L E A D I N G E D G E U R B A N L I V I N G C O N C E P T S T H AT A R E B U I LT O N Q ATA R ’ S T R A D I T I O N A L C U LT U R E , C R E AT I N G T H E C U LT U R A L C E N T E R O F Q ATA R . YO U N G A D U LT S . W E WA N T T O G I V E P E O P L E A P L A C E T O V I S I T T H AT I N S P I R E S T H E M T O L I V E L I F E T O I T S F U L L E S T, A N D A P P R E C I AT E T H E W O R L D A R O U N D T H E M . W E WA N T P E O P L E T O G R O W T H E I R O W N I N D I V I D U A L E X P E R I E N C E W I T H U S . 11 BRAND STRATEGY “ S O R O U H ,” “ J U M E I R A H G R O U P,” A N D “ T H E P E A R L Q ATA R ” A R E T H E M A I N C O M P E T I T O R S O F D O H A L A N D I N M I D D L E E A S T. A L L O F T H E M A R E E N T E R TA I N M E N T D E S T I N AT I O N S W H I C H O F F E R A L U X U R I O U S , C U LT U R A L E X P E R I E N C E . A LT H O U G H , N O T O N E O F T H E M H A V E A C L E A R TA R G E T O R O F F E R A S P E C I A L P L A C E F O R Y O U N G A D U LT S T O E N H A N C E T H E I R L I F E J O U R N E Y. W E W A N T D O H A L A N D T O B E T H E F I R S T L O G I C A L C H O I C E F O R Y O U N G A D U LT S W H E N T H E Y V I S I T Q ATA R I N T H E M I D D L E E A S T. O U R TA R G E T G R O U P S H O U L D T H I N K T H AT T H E Y A R E G E T T I N G A C H A N C E T O “ E N H A N C E T H E I R L I F E J O U R N E Y.” T H E I M A G E W E W A N T T O C O N V E Y T O O U R TA R G E T I S T H AT D O H A L A N D I S T H E P L A C E T H AT C O U L D E N H A N C E T H E I R L I F E J O U R N E Y W I T H T H E I R I N D I V I D U A L E X P E R I E N C E S W I T H U S W I T H C R E AT I N G T H E B R I D G E B E T W E E N T H E A N C I E N T W O R L D A N D T H E M O D E R N W O R L D , W E O F F E R A N E X P E R I E N C E N O O T H E R P L A C E C A N O F F E R . 10 BRAND INSIGHTS
  6. 6. BRAND STRATEGY VALUES PROMISE SINGLE MESSAGE W E VA L U E Q ATA R ’ S T R A D I T I O N A L C U LT U R E A N D W H AT P E O P L E C A N G A I N F R O M I T. W E VA L U E A S I M P L E L I F E S T Y L E F U L L O F R I C H N E S S A N D E X P E R I E N C E S F R O M B O T H T H E M O D E R N W O R L D A N D T H E T R A D I T I O N O F Q ATA R . W E P R O M I S E T O M A I N TA I N A B R I D G E T O Q ATA R ’ S A U T H E N T I C T R A D I T I O N S A N D C U LT U R E W H I L E C O N T I N U I N G T O I N N O VAT E A N D M A I N TA I N T H E E D G E I N U R B A N L I V I N G E N V I R O N M E N T S . W E A R E T H E P R I D E O F Q ATA R . 13
  7. 7. BRAND STRATEGY BRAND STORY G L O B A L LY K N O W N D E S T I N AT I O N F O R A U N I Q U E C U LT U R A L E X P E R I E N C E . A H E A LT H Y B A L A N C E B E T W E E N T H E M O D E R N L I F E S T Y L E A N D Q ATA R ’ S A N C I E N T T R A D I T I O N S . M I X T U R E O F Q ATA R I & F O R E I G N YO U N G A D U LT S W H O A R E P R O U D T H AT D O H A L A N D H A S K E P T T H E T R A D I T I O N A L I V E W H I L E B R I N G I N G I N N E W A D V E N T U R E S . 15
  8. 8. CREATIVE IDENTITY/LOGO TAGLINE 17 S U N R I S E O F T H E E A S T
  9. 9. SUNRISE OF THE EAST IDENTITY RULES CREATIVECREATIVE T H E L O G O I S A M O D E R N I N T E R P R E TAT I O N O F T H E R E C O G N I Z A B L E T R A D I T I O N A L D O M E S H A P E F U S E D W I T H T H E N AT I O N A L F L A G O F Q ATA R . T H E O R I G I N A L C O L O R O N T H E L E F T R E P R E S E N T S T H E O L D Q ATA R , W H I L E T H E R E D O N T H E R I G H T R E P R E S E N T S T H E M O D E R N . D O H A L A N D A S P I R E S T O B E A G O L D E N M I X T U R E B E T W E E N T H E T W O . IDENTITY BACKGROUND INSPIRATION L O G O O N A L I G H T B A C K G R O U N D L O G O O N A D A R K B A C K G R O U N D L O G O C A N B E A P P L I E D W I T H O R W I T H O U T T H E TA G L I N E . H O W E V E R , T H E S H A P E S A N D ‘ D O H A L A N D ’ S H O U L D A L WAY S B E AT TA C H E D T O E A C H O T H E R . S U N R I S E O F T H E E A S T 18 19
  10. 10. CREATIVE IDENTITY DON’TS D O N O T R O TAT E O R C H A N G E T H E O R I E N TAT I O N O F T H E L O G O D O N O T R E M O V E A N Y P O RT I O N O F T H E L O G O D O N O T P U T L O G O W I T H I N A S H A P E D O N O T A LT E R T H E T Y P E F A C E O F T H E L O G O D O N O T O U T L I N E T H E L O G O D O H A L A N D D O N O T P R E S E N T T H E L O G O W I T H O U T ‘ D O H A L A N D ’ D O N O T A LT E R T H E C O L O R O F T H E L O G O D O N O T T U R N T H E L O G O U P S I D E D O W N D O N O T S T R E T C H T H E L O G O CREATIVE COLOR PALETTE TYPOGRAPHY P R I M A RY S E C O N D A RY S E C O N D A RYP R I M A RY Edelsans BLENDER PRO BOLD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 A G E N D A L I G H T A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 2120
  11. 11. APPLICATIONS BUSINESS CARDS F R O N T B A C K + 9 7 4 4 4 5 9 0 4 5 9 T O R N A D O T O W E R , W E S T B AY D O H A 23 S U N R I S E O F T H E E A S T
  12. 12. APPLICATIONS WEBSITE 24 APPLICATIONS INFLIGHT 25 A PA RT O F D O H A L A N D ’ S C A M PA I G N L A U N C H I S A N I N - F L I G H T P R O M O T I O N A L V I D E O I N Q ATA R A I R WAY S . W E C H O O S E Q ATA R A I R WAY S B E C A U S E A S A L O C A L A I R L I N E , T H E Y H AV E S U C C E S S F U LY P R O M O T E D Q ATA R A S T H E W O R L D ’ S M O S T E X C I T I N G T R AV E L D E S T I N AT I O N S .
  13. 13. APPLICATIONS EVENT INVITATION CARD 26 APPLICATIONS EVENT T H E D O H A L A N D L A U N C H I N G E V E N T W I L L TA K E P L A C E O N A S H I P W I T H T H E V I E W O F T H E G U L F A N D T H E C I T Y O F D O H A L A N D . T H E R E W I L L B E A S A N D S H O W R E F L E C T E D A G A I N S T T H E W AT E R A N D B U I L D I N G S O F T H E C I T Y. I T W I L L R E V E A L A S T I M U L AT I N G V I S U A L O F T H E A N C I E N T W O R L D B L E N D I N G I N W I T H A N D F U S I N G W I T H T H E N E W W O R L D O F D O H A L A N D , G I V I N G A D I S P L AY N O O N E H A S E V E R S E E N B E F O R E . 27
  14. 14. APPLICATIONS SOCIAL MEDIA F A C E B O O K B A C K 28 APPLICATIONS SOCIAL MEDIA T W I T T E R 29
  15. 15. APPLICATIONS PRINT 30 APPLICATIONS BILLBOARD 31 B O T H T H E P R I N T A D A N D T H E B I L L B O A R D A I M T O S H O W T H E P E O P L E O F D O H A T H AT D O H A L A N D C E L E B R AT E S T H E M I X T U R E O F T R A D I T I O N A L A N D M O D E R N W O R L D S .
  16. 16. SHUKRAN CONTACT S O N N Y S U N / S O N N Y S U N 2 0 @ G M A I L . C O M A L I S YA A L W I / A L I S YA A L W I @ G M A I L . C O M K H A I P H A M / K H A I C P H A M @ G M A I L . C O M A N D R E A R E N D R A D J A J A / A N D R E A . R E N D R A D J A J A @ G M A I L . C O M G R A C E C A L A N G I A N / G I G I S E A 6 7 @ G M A I L . C O M E T H A N J O W E / E T H A N E J C @ YA H O O . C O M

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