Akhlaquna Day — Doha, 2023
Client: Qatar Foundation
Role: Creative Strategist & Creative Director
Year: 2023 | Doha, Qatar
Overview
"Akhlaquna Day" is Qatar Foundation’s flagship initiative promoting the message of ethics as a basis for success in all aspects of life. The award honors a number of categories for morally influential personalities who have beneficial initiatives: Akhlaquna Juniors, which represent ages 7-14, the Youth category 15-18, the category of individual contributions from the age of 19 years and above.
Objectives
· Celebrating individuals and owners of positive initiatives with a moral impact to society.
· Champion tolerance, understanding, collaboration, gratitude and respect between individuals and cultures.
· Encouraging youth and young people to adopt a moral driven life style and community service.
Creative Approach
Drawing from the core pillars of Arabic morals—Generosity (الكرم), Honesty (الصدق), Forgiveness (التسامح), and Mercifulness (الرحمة)—I transformed these virtues into monumental 3D calligraphic sculptures. These forms became the literal cornerstones of the event space, embodying the idea that these values are the foundations upon which society stands.
Outcome
The concept won the prestigious Akhlaquna Day creative pitch in 2023, celebrated for its cultural authenticity, symbolic depth, and visual impact that seamlessly bridged tradition and contemporary design.
