Inclusive,

Empathetic,

Optimistic,

Collaborative

QFA. Qatar Football Association – Be part of it.

QFA. Qatar Football Association – Be part of it.

Qatar Football Association’s new brand identity and campaign needed to promote the game across the country in a way that connected with their tech-literate fan base.

We created a new visual identity that would help the QFA do all this at the same time as bolstering the organisation's reputation at home and abroad for innovation and creativity in the Middle East.

The team delivered a responsive identity platform that everyone could own. It allows for interaction from fans on both sides of the field during 90 mins of play and feeds on all those pure, human emotions that football generates. We designed the identity to be fully interactive, adapting in real-time according to social feeds, and noise levels from the crowd. The logo is never static and consistently in motion during each game, engaging with all fans that are emotionally and continuously on the move.

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Digital interaction from fans on both sides of the field.

Digital interaction from fans on both sides of the field.

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With the 2022 World Cup – An identity mark, expressing the game through shared human emotions.

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What transpired out of our initial research for the project was the possibilities of Piezoelectricity energy – harvesting energy sound from the crowd. The sound level on piezoelectric has experimented at the range of 35-100 dB. This range is comparable with ambience environmental human sound of level 50-100 dB. The main thought was to harness the acoustics energy in stadiums and turn it into electricity to power up microcircuits or go further and use the energy for developing countries.

Piezoelectricity energy is nothing new, but experimenting in sporting stadiums seemed a sensible starting point to us.

The Brand transformation process — inclusivity versus isolation.

The Brand transformation process — inclusivity versus isolation.

The way in which we produce creative work can’t follow the same old rules because creativity is evolving.

The way in which we produce creative work can’t follow the same old rules because creativity is evolving.