The Qatar Football Association wanted to reconnect with fans who were, slowly but oh-so-surely, drifting away. They needed to reignite people's passion for the Beautiful Game, engage a new generation of football fan and get the turnstiles turning once again. That meant that FITCH needed to come up with something special - a new brand position and 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.
We delivered a living, breathing identity platform that the everyone could own. It allows for interaction from fans on both sides of the field and feeds on all those pure, human emotions that a great game of football generates. It's truly dynamic and truly interactive, adapting in real time according to social feeds, goals, red cards, penalties, and the cheers and groans of the crowd.
With the 2022 World Cup on the horizon, the launch of the new ID and corresponding spike in awareness, engagement and attendance could not have come at a better time.