QI SMARTCARD FOR A SAFER IRAQ by Landor Dubai for INTERNATIONAL SMART CARD

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QI SMARTCARD FOR A SAFER IRAQ

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Released June 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: INTERNATIONAL SMART CARD
Product/Service: QI SMARTCARD
Agency: LANDOR ASSOCIATES
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES , Dubai, UNITED ARAB EMIRATES
Senior Designer: Dina Hassan (Landor Associates)
Senior Client Manager: Rawan Darwish (Landor Associates)
Media placement: Qi Card - Banks, Qi Registration Centre - 01 June 2009
Media placement: Poster Campaign - Banks, Qi Registration Centre, Street Banners/billboards - 01 January 2010
Media placement: Merchandise - Qi Registration Centre - 01 January 2010

Describe the challenges and key objectives
• Highly sensitive political environment. A sizeable part of the population is resistant to these improvements and a substantial safety risk is posed by opponents who benefit from corruption today. • Targeting a nation who has lost faith, has no hope and is cynical of promises made to it. • Simplifying and facilitating consumer understanding of a complex technology. • Maximising impact of branding solutions on a limited budget.

Describe the brief from the client
Corruption and crime have destroyed our country. Technology can reduce risk and help to trace those who jeopardize the future of Iraq. What we propose is a smart card that will ease, control, monitor and secure funds transfers. It will use a biometric fingerprint system, which will help to detect illegal funding, minimize crime and move the economy by banking the unbanked. People will be able to use all services using their fingerprint for a better sense of security and safety. Our system will later be used for other aspects of daily life e.g. National ID, Health card, Voting etc.

Describe how you arrived at the final design
Name: Qi. (pronounced key) Like a key, it gives you access, opens doors to possibilities, it is an essential item for everyone and most importantly, it provides security. The spelling comes from ‘Iraqi’. Design concept: An iconic symbol which represents a person surrounded by a protective ring. This is recreated in the photographic style as the person in the image replaces the i, and the graphic halo around them naturally complete the Qi symbol. The photographic style combined with the halo device emphasise the idea of protection plus freedom.

Give some indication of how successful the outcome was in the market
The brand has been launched and people in Iraq are currently using the new Qi card. Starting with pensioners, who value the safety and access that Qi offers them. There is now a brand awareness and an apparent faith in the Qi system, which has encouraged the team to develop further initiatives under the Qi brand, with the same purpose of improving the country. The next project provides work opportunities for the large number of widows in Iraq, also through technology. Qi has been a significant step in changing the lifestyle of every Iraqi, with many more steps to come.