Saying yes to the future
The Experience
- Brand Building
- Brand Engagement
- Brand Production
The scope
- Market research
- Consumer insights
- Brand strategy
- Identity design
- Visual brand language
- Digital design
- Print design
- Digital marketing campaigns
- Above The Line (ATL) advertising
- Through The Line (TTL) strategy
- Below The Line (BTL) initiative
- Visual production
- Sets design
About the project
The QDG initiative -
Qatar’s digital leap
The Ministry of Transport and Communications (MOTC), based in Doha, is pivotal in developing and implementing Qatar's transport and communication infrastructure.
Aligned with Qatar's vision for a knowledge-based economy, MOTC has launched the Qatar Digital Government (QDG) initiative to digitize government services and improve their accessibility to citizens and residents in Qatar.
What we had in mind
Trust, reliability, and accessibility
Amidst the challenges of the COVID-19 pandemic and a regional political blockade, MOTC planned to launch QDG to minimize physical visits to governmental offices.
In partnership with Accenture, a strategic plan was devised to position QDG as a trusted and reliable brand in the eyes of residents and citizens.
The goal: transform the government into a digital entity, fostering trust and forging an unbroken connection with the people.
The need for a strategic approach
To create a strong brand identity for QDG, ORIGIN prioritized understanding the audience through comprehensive market research. This approach ensured the platform, designed with a focus on user experience, meets the needs of Qatar’s residents, establishing itself as a trusted brand in the digital government realm.
How we made it happen
Crunching the numbers
Our quantitative research sought numerical insights into the attitudes and behaviors of Qatari citizens and residents regarding digital government services, revealing key needs and pain points.
Voices from Qatar
Our qualitative research used in-depth interviews and focus groups to delve into the perceptions, opinions, and experiences of Qatari citizens and residents with digital government services.
Our qualitative research used in-depth interviews and focus groups to delve into the perceptions, opinions, and experiences of Qatari citizens and residents with digital government services.
Email Marketing
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Survey
We conducted a survey on 1,000 Qatari residents and citizens to understand their awareness of and usage of digital government services with a focus on the circumstances at the time. Survey questions
- Have you used any digital government services in the past year?
- Which digital government services have you used?
- ow satisfied were you with your experience using digital government services?
- How satisfied were you with your experience using digital government services?
- What improvements would you suggest for digital government services in Qatar?
- Did the COVID-19 pandemic affect your need for government services?
- Did you face any difficulties accessing government services during the Qatar blockade?
- In what ways do you think digital government services could be useful during times of crisis or national emergencies?
Web analytics
We used web analytics data to analyze the user behavior on the existing government portals and websites.
The data provided insights into the frequently visited pages, bounce rates, time spent on the website, and other metrics helping us understand user behavior and preferences.
Focus groups
We conducted a survey on 1,000 Qatari residents and citizens to understand their awareness of and usage of digital government services with a focus on the circumstances at the time. Survey questions
- Have you used any digital government services in the past year?
- Which digital government services have you used?
- ow satisfied were you with your experience using digital government services?
- How satisfied were you with your experience using digital government services?
- What improvements would you suggest for digital government services in Qatar?
- Did the COVID-19 pandemic affect your need for government services?
- Did you face any difficulties accessing government services during the Qatar blockade?
- In what ways do you think digital government services could be useful during times of crisis or national emergencies?
One-on-one interviews
We conducted a survey on 1,000 Qatari residents and citizens to understand their awareness of and usage of digital government services with a focus on the circumstances at the time. Survey questions
- Have you used any digital government services in the past year?
- Which digital government services have you used?
- ow satisfied were you with your experience using digital government services?
- How satisfied were you with your experience using digital government services?
- What improvements would you suggest for digital government services in Qatar?
- Did the COVID-19 pandemic affect your need for government services?
- Did you face any difficulties accessing government services during the Qatar blockade?
- In what ways do you think digital government services could be useful during times of crisis or national emergencies?
Brand Building
Brand rationale – This is my Qatar
Recognizing the significant influence a brand name holds as the initial impression, our focus was on instilling a sense of belonging and a strong connection to home through the Hero archetype. Thus, we curated a relatable and personalized name, 'Qatar-e,' aiming to embody the heroic essence while fostering a profound connection to Qatar as a homeland. The simple, memorable name, meaning 'My Qatar' in Arabic, reflects pride and ownership. It humanizes the brand, emphasizing accessibility and approachability in the digital government space.
The Arabic logo incorporates the Arabic letter إي (pronounced "ee"), which means "yes." This addition gives a positive and optimistic connotation to the word "Qatar" that precedes it, creating a sense of agreement, confirmation, and pride.
Brand Building
A state of mind, a vision of the future
Launching the platform required a campaign that resonates with the fast-paced, highly digitized, and time-conscious society. Targeting the youthful demographic, our campaigns aimed to provide a modern, creative representation mirroring their aspirational lifestyle.
Qatar-e encapsulates this vision, embodying a positive outlook and saying 'YES' to the future
The campaign for Qatar-e focuses on the present, emphasizing the immediate availability of online government services in Qatar's fast-paced, digitized society, highlighting time-saving benefits and fostering a sense of community through messages like "Join the movement."
Our vision’s outcome