Brainstorming

Researching and design implementation.

Qatar is a land where tradition meets modernity and one google search was enough to see it is well known for its artistry in architecture. Upon further research on their architecture and them hosting the World Cup. More research showed that Qatar have specifically constructed 8 stadiums for the event itself.

Using the research as reference I began to design patterns in modern minimalist forms from the stadiums as a nod to the architecture and to the art form in which patterns are designed in traditional Qatar fashion.

Brand Elements

Idea to core brand guidelines

Once the idea had more substance it then moved forward to the style. Below are the brand guidelines with maroon being the primary colour to refer back to Qatar, complimented by sandy cream as secondary.

Brand Outcome

When it all comes together.

Below are the outcomes produced as a collective brand produced for content to go on air. The good thing with the design is the level of flexibility with the background in terms of opening up or closing the white space depending on the content in the frames. The minimalist approach with the patterns created also provide a nod to Qatar hosting the World Cup without being over the top and busy.

Alternative

Testing in 3D space

Below is an alternative version of how the brand could be implemented and as ‘cool’ as it looked it lead to a few conundrums. The first being how the essence of the stadiums lost it’s flavour when placed in this manner and since this was a brand that would be utilised by the whole of Sky Creative department, having it made in 3D software made it tricky for other designers to implement and make changes to files. Given the fast paste nature in which graphics would be placed on air that would be detrimental to the process.