QATAR 2022 by Lambie-nairn for FIFA

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QATAR 2022

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Industry Sports Teams & Events
Media Design & Branding
Market United Kingdom
Agency Lambie-nairn
Executive Creative Director Adrian Burton
Designer Hedda Lengerke
Released December 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: QATAR 2022
Product/Service: FIFA WORLDCUP BID QATAR 2022
Date of First Appearance: Jan 1 2010 12:00AM
Senior Designer: Graeme Haig (Lambie-Nairn)
Senior Client Manager: Adam Poole (Lambie-Nairn)
Executive Creative Director: Adrian Burton (Lambie-Nairn)
Head of Strategy: James Quayle (Lambie-Nairn)
Senior Designer: David Stockfis (Lambie-Nairn)
Designer: Hedda Lengerke (Lambie-Nairn)
Chief Executive Officer: Christian Schroder (Lambie-Nairn)
Media placement: Advertisement - Placed In SOCCEREX Business Magazine + Event Guide - 1 January 2010
Media placement: Media/press Brochure - Distributed At SOCCEREX European, Asian And Global Forums - 1 January 2010
Media placement: Brand Film - Internal/employee Communications - 1 January 2010

Describe the challenges and key objectives
Qatar’s ambitious plans helped shape and define the essence of what makes their bid brand unique. This was then distilled it into the single-minded promise that the brand will 'Transcend the Extraordinary' in everything it does. Supplied with a simple logo, we needed to create a branded world around it that resonated as effectively with the youth of the local population as with international business partners. Along with real stand out from the competition, the identity system also needed an incredible amount of flexibility, being realised across hundreds of applications and a broad media mix.

Describe the brief from the client
The FIFA World Cup™ in Qatar will be unlike any ever seen before. The traveling fan will be treated to the first compact tournament, with short journeys between stadium locations and low-carbon cooling technologies for stadiums and training grounds. The burgeoning nation-state’s plans are nothing short of extraordinary. In order to generate the support required for a successful bid, the brand must communicate these benefits. And it must achieve this on a national Qatari level to generate support, on a regional level to secure the backing of its neighbours in an underdeveloped football region, and most importantly from FIFA.

Describe how you arrived at the final design
Our creative inspiration draws from the youthful grittiness of the Arab state, and combines it with all the passion, energy, and colour of football. The extensive identity system includes a suite of bold football illustrations, dynamic photographs, calligraphy, a newly commissioned font and a world of colours and textures that standout both in print and on-screen. The benefits of this unique bid -- and ultimately the legacy for the game, and for the world -- can now be communicated as effectively on a business card as on an enormous building wrap in Doha.

Give some indication of how successful the outcome was in the market

Marketing Manager Gina Peterson described our identity system as: "the strongest and most flexible I have ever worked with." Although the successful bid won't be named until December 2010, the independent index World Football Insider rated Qatar 2022's marketing as the best of all bidders. In April 2010, Qatar 2022 received the endorsement of the Council of Arab Youth and Sports Ministers and Sepp Blatter, President of FIFA, who commented: "We are now nearing the end of the bidding process for the World Cups in 2018 and I strongly feel that the World Cup should come to Qatar."