Once all the research was conducted, it became obvious that
the Sidra tree would become a very powerful metaphor for QF.
Looking at photosynthesis and working with the R&D
department, scientific facts seamlessly became the narrative
and the platform upon which the brand was built in both
strategy and design.
Based on the extensive research conducted, we were able to
define the brand’s big idea – ‘Light Transformation.’ Not only is
it linked to QF’s purpose of transforming the local environment
and helping the country move to
a knowledge-based economy, it also builds on the Sidra tree
and provides it with a deeper meaning.
Once the direction was clear, we came up with a unique visual
language based on the wavelength of light. This resulted in a
distinctive visual style that is applied across many touch-points,
facilitating brand recognition while also retaining flexibility. Using
the developed assets, we were able to create different
campaigns and initiatives on various occasions, contributing
to QF’s objectives.