Brand expression and guidelines.
Qatar was bidding to host the FIFA World Cup in 2022. This was an opportunity for Qatar and the Middle East to be on show to the world. The brief was to create an exciting brand, kit-of-parts and a functional set of guidelines that would allow the brand to be explained and applied internationally. The brand needed to make history, change perceptions, celebrate humanity and showcase football.
Qatar won the bid.
Designed while at Creative Action in collaboration with Michail Kowal, Campbell Butler and Richard De Hoxar.