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QATAR FOUNDATION REBRAND

Presented with the challenge to reviewand 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. The Big Idea – Light Transformation. The Language of Light.

BRAND ARCHETYPES

BRAND METAPHOR