Client: Qatar Charity
Sector: Humanitarian, NGO
Role: Brand Strategist & Creative Consultant
Year: 2024-2025
The Challenge: Qatar Charity—one of the region’s largest humanitarian organizations— had grown rapidly with ongoing crises. But as operations scaled, it's brand communications evolved reactively, driven more by urgency than vision. This growth left the brand visually and verbally fragmented.
The master brand often took a backseat to Sub-brands and Co-initiatives, leading to diluted visibility and weakened coherence. Internally, the organization lacked a unified brand persona and creative direction. Externally, messaging fluctuated across regions and campaigns, sometimes echoing local tones, other times failing to resonate with international audiences, trust, clarity and recognizability were at risk. I was brought in at a pivotal moment to help realign, refine, and proof Qatar Charity’s brand presence.
The Goal: To craft a strategic brand management framework that reinforces QC’s identity across local, regional and international platforms, one that unifies the brand’s voice and visual system, embeds purpose at its core and elevates every touchpoint, from local donor appeals to international global campaigns.
To me it was clear that what I needed to do wasn’t only about designing or messaging, it was about putting an action plan toward shaping perception. We needed to transform every expression of the brand into a moment of trust. To ensure that when the time comes to give, Qatar Charity is not just remembered...but chosen.
Approach
In a landscape where donors seek alignment with their values and pick their causes, they look for clarity of mission, authenticity of purpose and evidence of impact. That’s why our communications must do more than raise awareness. They must demonstrate real outcomes, evoke belief, and offer tangible reasons to engage.
1. Brand Touchpoints
"Every encounter is a chance to shape perception"
Developed a unified touchpoint management plan to ensure every interaction with QC brand is intentional and consistent weather it was online, offline, verbal or visual.
Actions
- Positioning the Master Brand to be always dominant, specially prioritized in multi-party collaborations
- Defined brand-safe zones, color restrictions, and prohibited uses.
- Standardized branding, especially in government-related projects
- Re-established QC’s voice across regions
2. Impression Management
"Impression management: the art of shaping memory"
In a world where donors are increasingly selective, decisions are no longer based on emotion alone, but on value alignment, shared purpose, and proof of impact. Therefore, we must imprint ourselves in public memory, so that when the mind searches “How can I do good?”, it finds us first."
Actions
- Developed QC’s “Visual Voice” system (mood, tone, emotional atmosphere)
- Proposed image philosophy: atmospheric vs personal vs depersonalized
- Standardized storytelling structure to emphasize humanitarian impact
- Elevated visibility of completed projects through emotionally resonant design
3. Brand Identity Enhancement
"A strong identity is not what you say, it’s what others feel in your presence."
We audited, refined, and rebuilt QC’s identity to preserve what worked, fix what didn’t and fill the gaps with strategic clarity.
Actions
- Refined Master Brand treatment: logo rules, minimum size, positioning etc..
- Introduced structured sub-branding and co-branding systems
- Created original brand elements for print and digital media
- Developed exact color systems for web and print with regional accessibility
- Ensured visual equity across local and international platforms