This document provides information on the brand strategy for Dohaland, including its mission, vision, target audience, competitors, values, and branding elements. The key points are: 1) Dohaland's mission is to reposition itself as a cultural destination for young adults in Qatar to experience modern and traditional Qatari culture. 2) Its brand strategy is built around creating a unique cultural experience that bridges ancient traditions and modern innovations. 3) The branding elements include a modernized logo incorporating the Qatari flag and dome shape, with the tagline "Sunrise of the East."

3. TABLE OF CONTENT
I N T R O D U C T I O N
5
P R O J E C T B R I E F
7
B R A N D S T R AT E G Y
9
A P P L I C AT I O N S
2 3
C R E AT I V E
1 7

4. INTRODUCTION
CLASS
PROJECT
INSTRUCTOR
GROUP LEADER/STRATEGIST
ART DIRECTORS
COPYWRITERS
A D V _ 3 7 0 _ 0 1 : B R A N D & B R A N D I N G
A C A D E M Y O F A RT U N I V E R S I T Y
D O H A L A N D
TA N I TA S A N D H U
S O N N Y S U N
A L I S YA A L W I
K H A I P H A M
A N D R E A R E N D R A D J A J A
G R A C E C A L A N G I A N
E T H A N J O W E
5

5. PROJECT BRIEF
D O H A L A N D I S F O U N D E D BY
Q ATA R F O U N D AT I O N O F E D U C AT I O N .
I T S A I M I S T O S U P P O RT Q ATA R O N I T S
J O U R N E Y F R O M A C A R B O N E C O N O M Y T O A
K N O W L E D G E E C O N O M Y BY U N L O C K I N G
H U M A N P O T E N T I A L . D O H A L A N D I S PA RT O F
Q ATA R N AT I O N A L V I S I O N 2 0 3 0 .
D O H A L A N D C R E AT E S L E A D I N G
U R B A N L I V I N G C O N C E P T S T H AT A R E B U I LT
O N T R A D I T I O N A L A R A B I A N A R C H I T E C T U R E &
D E S I G N A N D C O N T R I B U T E T O T H E S O C I A L
A N D C U LT U R A L H E R I TA G E O F D O H A .
OUR MISSION
T O R E P O S I T I O N D O H A L A N D A S A D E S T I N AT I O N .
7

6. BRAND STRATEGY
D O H A L A N D S T R I V E S T O C R E AT E
L E A D I N G E D G E U R B A N L I V I N G C O N C E P T S T H AT A R E
B U I LT O N Q ATA R ’ S T R A D I T I O N A L C U LT U R E ,
C R E AT I N G T H E C U LT U R A L C E N T E R O F Q ATA R . W E W A N T T O
G I V E P E O P L E A P L A C E T O V I S I T T H AT I N S P I R E S T H E M
T O L I V E L I F E T O I T S F U L L E S T, A N D A P P R E C I AT E T H E W O R L D
A R O U N D T H E M . W E W A N T P E O P L E T O G R O W
T H R O U G H T H E I R I N D I V I D U A L E X P E R I E N C E W I T H U S B Y
O F F E R I N G A S I M P L E L I F E S T Y L E F U L L O F R I C H N E S S
A N D E X P E R I E N C E S F R O M B O T H T H E M O D E R N W O R L D A N D
T H E T R A D I T I O N S O F Q ATA R .
A C C O R D I N G T O Q ATA R ’ S N AT I O N A L
V I S I O N 2 0 3 0 , Q ATA R ’ S F U T U R E I S R E LY I N G O N
Y O U N G E R G E N E R AT I O N S . S O , O U R
TA R G E T I S Y O U N G A D U LT S . T H E Y A R E F U L L O F
PA S S I O N , T H E Y L O V E T H E I R C O U N T R Y, A N D A R E V E R Y
A M B I T I O U S . W H AT T H E Y N E E D I S A P L AT F O R M T O
T H R I V E A N D A C H I E V E T H E I R G O A L S .
BRAND INSIGHTS
9

7. BRAND STRATEGY
T O C R E AT E A U N I Q U E E X P E R I E N C E
W I T H D O H A L A N D , W E T O U C H O N W H AT O U R
C O M P E T I T O R S H AV E N O T E X P L O R E D ,
W H I C H I S C R E AT I N G A C U LT U R A L E X P E R I E N C E
A N D E N T E RTA I N M E N T D E S T I N AT I O N .
W E A L S O H AV E A C L E A R A N D N E W TA R G E T :
YO U N G P E O P L E T O C O O P E R AT E W I T H
Q ATA R N AT I O N A L V I S I O N 2 0 3 0 .
VISION
TARGETS
MISSION
W E S T R I V E T O C R E AT E L E A D I N G E D G E U R B A N L I V I N G
C O N C E P T S T H AT A R E B U I LT O N Q ATA R ’ S T R A D I T I O N A L
C U LT U R E , C R E AT I N G T H E C U LT U R A L C E N T E R O F Q ATA R .
YO U N G A D U LT S .
W E WA N T T O G I V E P E O P L E A P L A C E T O V I S I T
T H AT I N S P I R E S T H E M T O L I V E L I F E T O I T S F U L L E S T, A N D
A P P R E C I AT E T H E W O R L D A R O U N D T H E M .
W E WA N T P E O P L E T O G R O W T H E I R O W N I N D I V I D U A L
E X P E R I E N C E W I T H U S .
11
BRAND STRATEGY
“ S O R O U H ,” “ J U M E I R A H G R O U P,” A N D
“ T H E P E A R L Q ATA R ” A R E T H E M A I N C O M P E T I T O R S O F
D O H A L A N D I N M I D D L E E A S T.
A L L O F T H E M A R E E N T E R TA I N M E N T
D E S T I N AT I O N S W H I C H O F F E R A L U X U R I O U S , C U LT U R A L
E X P E R I E N C E . A LT H O U G H , N O T O N E O F T H E M H A V E
A C L E A R TA R G E T O R O F F E R A S P E C I A L P L A C E F O R Y O U N G
A D U LT S T O E N H A N C E T H E I R L I F E J O U R N E Y.
W E W A N T D O H A L A N D T O B E
T H E F I R S T L O G I C A L C H O I C E F O R Y O U N G A D U LT S
W H E N T H E Y V I S I T Q ATA R I N T H E M I D D L E E A S T. O U R TA R G E T
G R O U P S H O U L D T H I N K T H AT T H E Y A R E G E T T I N G
A C H A N C E T O “ E N H A N C E T H E I R L I F E J O U R N E Y.”
T H E I M A G E W E W A N T T O C O N V E Y
T O O U R TA R G E T I S T H AT D O H A L A N D I S T H E P L A C E T H AT
C O U L D E N H A N C E T H E I R L I F E J O U R N E Y W I T H
T H E I R I N D I V I D U A L E X P E R I E N C E S W I T H U S W I T H C R E AT I N G
T H E B R I D G E B E T W E E N T H E A N C I E N T W O R L D
A N D T H E M O D E R N W O R L D ,
W E O F F E R A N E X P E R I E N C E N O O T H E R P L A C E C A N O F F E R .
10
BRAND INSIGHTS

8. BRAND STRATEGY
VALUES
PROMISE
SINGLE MESSAGE
W E VA L U E Q ATA R ’ S T R A D I T I O N A L C U LT U R E
A N D W H AT P E O P L E C A N G A I N F R O M I T. W E VA L U E A
S I M P L E L I F E S T Y L E F U L L O F R I C H N E S S A N D E X P E R I E N C E S
F R O M B O T H T H E M O D E R N W O R L D A N D
T H E T R A D I T I O N O F Q ATA R .
W E P R O M I S E T O M A I N TA I N A B R I D G E T O Q ATA R ’ S
A U T H E N T I C T R A D I T I O N S A N D C U LT U R E W H I L E
C O N T I N U I N G T O I N N O VAT E A N D M A I N TA I N T H E E D G E I N
U R B A N L I V I N G E N V I R O N M E N T S .
W E A R E T H E P R I D E O F Q ATA R .
13

9. BRAND STRATEGY
BRAND STORY
G L O B A L LY K N O W N D E S T I N AT I O N
F O R A U N I Q U E C U LT U R A L E X P E R I E N C E .
A H E A LT H Y B A L A N C E
B E T W E E N T H E M O D E R N L I F E S T Y L E A N D
Q ATA R ’ S A N C I E N T T R A D I T I O N S .
M I X T U R E O F Q ATA R I & F O R E I G N YO U N G A D U LT S
W H O A R E P R O U D T H AT D O H A L A N D H A S K E P T
T H E T R A D I T I O N A L I V E W H I L E B R I N G I N G I N N E W
A D V E N T U R E S .
15

10. CREATIVE
IDENTITY/LOGO
TAGLINE
17
S U N R I S E O F T H E E A S T

11. SUNRISE OF THE EAST
IDENTITY RULES
CREATIVECREATIVE
T H E L O G O I S A M O D E R N I N T E R P R E TAT I O N
O F T H E R E C O G N I Z A B L E T R A D I T I O N A L D O M E S H A P E F U S E D
W I T H T H E N AT I O N A L F L A G O F Q ATA R .
T H E O R I G I N A L C O L O R O N T H E L E F T R E P R E S E N T S
T H E O L D Q ATA R , W H I L E T H E R E D O N T H E R I G H T R E P R E S E N T S
T H E M O D E R N . D O H A L A N D A S P I R E S T O B E A G O L D E N
M I X T U R E B E T W E E N T H E T W O .
IDENTITY BACKGROUND
INSPIRATION
L O G O O N A L I G H T
B A C K G R O U N D
L O G O O N A D A R K
B A C K G R O U N D
L O G O C A N B E A P P L I E D W I T H O R W I T H O U T
T H E TA G L I N E . H O W E V E R , T H E S H A P E S A N D
‘ D O H A L A N D ’ S H O U L D A L WAY S B E AT TA C H E D
T O E A C H O T H E R .
S U N R I S E O F T H E E A S T
18 19

12. CREATIVE
IDENTITY DON’TS
D O N O T R O TAT E
O R C H A N G E T H E
O R I E N TAT I O N O F T H E
L O G O
D O N O T
R E M O V E A N Y P O RT I O N
O F T H E L O G O
D O N O T
P U T L O G O W I T H I N
A S H A P E
D O N O T
A LT E R T H E T Y P E F A C E
O F T H E L O G O
D O N O T
O U T L I N E T H E L O G O
D O H A
L A N D
D O N O T
P R E S E N T T H E L O G O
W I T H O U T ‘ D O H A L A N D ’
D O N O T
A LT E R T H E C O L O R O F T H E
L O G O
D O N O T
T U R N T H E L O G O U P S I D E
D O W N
D O N O T
S T R E T C H T H E L O G O
CREATIVE
COLOR PALETTE
TYPOGRAPHY
P R I M A RY S E C O N D A RY
S E C O N D A RYP R I M A RY
Edelsans BLENDER PRO BOLD
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
A G E N D A L I G H T
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9
2120

13. APPLICATIONS
BUSINESS CARDS
F R O N T
B A C K
+ 9 7 4 4 4 5 9 0 4 5 9
T O R N A D O T O W E R , W E S T B AY
D O H A
23
S U N R I S E O F T H E E A S T

14. APPLICATIONS
WEBSITE
24
APPLICATIONS
INFLIGHT
25
A PA RT O F D O H A L A N D ’ S C A M PA I G N L A U N C H I S A N I N - F L I G H T
P R O M O T I O N A L V I D E O I N Q ATA R A I R WAY S . W E C H O O S E Q ATA R A I R WAY S
B E C A U S E A S A L O C A L A I R L I N E , T H E Y H AV E S U C C E S S F U LY P R O M O T E D Q ATA R A S
T H E W O R L D ’ S M O S T E X C I T I N G T R AV E L D E S T I N AT I O N S .

15. APPLICATIONS
EVENT INVITATION CARD
26
APPLICATIONS
EVENT
T H E D O H A L A N D
L A U N C H I N G E V E N T W I L L
TA K E P L A C E O N A S H I P
W I T H T H E V I E W O F T H E
G U L F A N D T H E C I T Y
O F D O H A L A N D . T H E R E
W I L L B E A S A N D S H O W
R E F L E C T E D A G A I N S T T H E
W AT E R A N D B U I L D I N G S
O F T H E C I T Y.
I T W I L L R E V E A L A
S T I M U L AT I N G V I S U A L
O F T H E A N C I E N T W O R L D
B L E N D I N G I N W I T H A N D
F U S I N G W I T H T H E N E W
W O R L D O F D O H A L A N D ,
G I V I N G A D I S P L AY N O
O N E H A S E V E R S E E N
B E F O R E .
27

16. APPLICATIONS
SOCIAL MEDIA
F A C E B O O K
B A C K
28
APPLICATIONS
SOCIAL MEDIA
T W I T T E R
29

17. APPLICATIONS
PRINT
30
APPLICATIONS
BILLBOARD
31
B O T H T H E P R I N T A D A N D T H E B I L L B O A R D A I M T O S H O W T H E
P E O P L E O F D O H A T H AT D O H A L A N D C E L E B R AT E S T H E M I X T U R E O F
T R A D I T I O N A L A N D M O D E R N W O R L D S .

18. SHUKRAN
CONTACT
S O N N Y S U N / S O N N Y S U N 2 0 @ G M A I L . C O M
A L I S YA A L W I / A L I S YA A L W I @ G M A I L . C O M
K H A I P H A M / K H A I C P H A M @ G M A I L . C O M
A N D R E A R E N D R A D J A J A / A N D R E A . R E N D R A D J A J A @ G M A I L . C O M
G R A C E C A L A N G I A N / G I G I S E A 6 7 @ G M A I L . C O M
E T H A N J O W E / E T H A N E J C @ YA H O O . C O M