Qatar Foundation

Creating the concept The Language of Light from the big idea: Light Transformation

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.

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.