THREE BOOKLETS.
ONE CULTURAL WELCOME.
Introducing Qatar’s culture, communities, and sporting heritage to visitors during the 2022 World Cup.
Role
Lead Designer
& photography
Format
Three A5 Booklets
Timeline
Approx. 6 weeks
At
Embrace Doha
For Qatar's Ministry of Foreign Affairs, in collaboration with Qatar Tourism
ONE SYSTEM.
THREE PERSONALITIES.
An open brief meant building the visual direction from scratch. The challenge was to give culture, diversity, and sport distinct personalities while making all three booklets feel like one collection.
A shared editorial system
established consistent grids, typography, and recurring
features. Photography and
colour shifted with each
subject, bringing variety
within a recognisable
structure.
Working layout and reconstructed grid study
A bold introduction
A closer look
A visual anchor
BUILT TO FLEX
The system accommodated longer stories, compact facts, and infographics. Colour and image choices changed with the subject while the editorial structure remained consistent.
Photography, introductory text, and an infographic within the same spread.
A recurring
feature
Detail: a recurring “Did you know?” feature creates another level of reading.
THE IMAGE DIDN'T EXIST, SO IT WAS CREATED.
Available imagery did not capture the connection between Qatari culture
and football needed for
the Sports cover.
A shoot at Souq Al Wakra brought that connection into view: a Qatari boy
and girl playing with the official 2022 World Cup ball, surrounded by the Souq’s traditional architecture.
One shoot, many applications...
BOOKMARKS
READY FOR KICK-OFF.
Three booklets.
Approved and printed in time for the tournament.
Out in Qatar.
Distributed at fan and cultural venues during the 2022 World Cup.
Beyond the event.
Original photography remains in use by Embrace Doha.
