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Sustainability

EXPO 2021 Doha Qatar - Green Desert, Better Environment

This is a pro—ject about
  • — Market and Consumer Analysis
  • — Strategic Recommendations
  • — Corporate Identity
  • — Brand Design
  • — Brand Architecture
  • — Brand Content
  • — Place Branding
  • — Brand Communication
  • — Naming and Brand Voice
  • — Digital Experience
  • — Web Design
  • — Digital Communication
  • — Integrated Projects
  • — Packaging Design
  • — Signage and Wayfinding
  • — Internal Communication
  • — Space Branding
  • — Advertising
Context

A world expo with a mission

In October of 2021, the city of Doha will host the Expo 2021, an international Horticultural Expo that will gather millions of visitors from all over the world. Its main theme will be “Green Desert, Better Environment”. A global to the best minds and ideas to share innovation and knowledge about Horticulture and its ability to help mitigate desertification. 
With a growing international consciousness on global warming and climate change, the hosting of a major Horticultural Expo within an arid climate is extremely relevant and is expected to have a profound impact not just on Qatar but also on the Gulf Region and beyond.
2 Challenge Expo. + Enlarge
Challenge

To embody a strong message in a brand

Representing a World Expo, the brand of Expo 2021 Doha Qatar would have to be clear about its meaning as well as striking in terms of visual impact and relevance. The brand would have to inspire a global audience, starting a fruitful conversation about crucial subjects. 
Expo 2021 Doha Qatar will have four sub-themes: Modern Culture, Technology & Innovation, Environmental Awareness, and Sustainability. 

To combine meaning and visual, to match the message with an appealing graphic universe. And making it versatile to grow according to the Expo’s needs, be it digital or physical. This was a one-of-a-kind branding challenge.

Carlos Constantino, Head of Identity of Unlock Brands
3 Solution Expo + Enlarge
Solution

A flower. A letter. A garden based on an idea.
The message of Expo 2021 Doha Qatar - involving the world on a search for better environmental solutions - is resumed in a challenging logotype. A unique flower made of seeds, desert, water, sun. Inspired by the unique Arab geometry. All elements together composing the letter Q for Qatar.

The logo of the Expo 2021 Doha Qatar™ is a colourful celebration of the fertile power of togetherness, a representation of when life flourishes over adversity.

This was the visual DNA that would flourish and create an entire brand universe.
The colour palette represents the natural tones of the desired ecosystems welcomes by the desert, presenting two main colours: Green, the colour of Nature, and Burgundy, Qatar’s national colour.

A unique typography

Expo DohaType™ was designed exclusively for Expo 2021 Doha Qatar™. Combining Latin and Arabic alphabets, this typeface has 6 weights and a unique personality — open, modern, inclusive, dynamic and clear.
A support typeface was also created: Floral Doha Uppercase. A special decorative typeface, engagingly organic, destinated to consider mainly headline compositions.

A crafted tone of voice to gather the world

To share the inspiring message of Expo 2021 Doha Qatar with everyone around the globe, the concept “You are a Seed” was developed. Underlining the important role of every individual, but also every institution, corporation or country in this global challenge of overcoming desertification.
This concept was the foundation for the Expo 2021 Doha Qatar launch in 2019, Beijing. An immersive 3D film was produced, introducing a small preview of the upcoming Expo’s experience.
Pavillion dressing and a dedicated webpage were also part of the integrated plan to communicate the ambition and mission of Expo 2021 Doha Qatar.
Results
The brand of Expo 2021 Doha Qatar was launched in September 2019, during the Horticultural Expo of China.
It was a massive success, exciting all participants, from visitors to national representatives.
Preparations are on their way to make this a remarkable world expo and to ensure its ideas and newly made collaborations can blossom and provide a better environment throughout many areas in the world.

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