Business class: Repositioning Qatar
Qatar Financial Centre (QFC) is a financial and business centre established to attract international corporations in order to develop the market for financial services in Qatar and the region. A perception audit highlighted Qatar‘s lack of standout among the many emerging and expanding players jostling for visibility and credibility in the busy global financial services sector.
Refreshed identity and supergraphic
Brand guidelines
Investor literature
Investor literature
Recommended Websites
The solution
We developed for QFC a clear positioning and brand strategy centred on exclusivity, and a set of complementary values enabling consistent behaviours and communications messaging across all employed media. Considered evolution of QFC’s visual identity featuring dynamic photography and distinctive graphics subtly combined Arabic heritage with classic financial sector iconography.
The result
Clear and comprehensive guidelines have helped ensure consistent application across all media, including a new website and literature suite. The new positioning has also provided a visual and messaging environment for the global TV advertising campaign.
