Akhlaquna Day — Winning Creative Concept
Qatar Foundation | Doha, 2023
Team: Jassim Siraj - Senior 3D Designer
A cultural campaign celebrating humility, empathy, and tolerance. I anchored the creative around the four pillars of Arabic morals—Generosity, Honesty, Forgiveness, Mercifulness—transforming them into striking 3D calligraphic sculptures as symbolic cornerstones of society. The concept, praised for its cultural authenticity and visual power, won the prestigious Akhlaquna Day creative pitch.
Winning Creative Concept — Qatar National Library
Client: Qatar National Library
Role: Creative Strategist & Creative Director
Event: Doha International Book Fair 2023
Team: Shabeer Marayand - 3D Designer
The Concept — The Beacon of Knowledge —
Like a lighthouse guiding ships to safe shores, Qatar National Library stands as a constant guide for knowledge seekers, scholars and researchers. At the book fair, I positioned QNL to become that beacon as well, a striking visual and experiential landmark that oriented visitors and drew them in. This guiding light served as the creative foundation for both the stand’s design and engagement strategy, making QNL’s presence not only visible, but unforgettable.
Engagement & Experience
- Interactive zones linking visitors’ personal interests to relevant books and resources.
- Visual storytelling positioning QNL as the “safe harbor” for ideas, learning, and cultural connection.
- High-impact branding and photography-friendly touchpoints to amplify QNL’s image beyond the fair.
The result was a stand that didn’t just display books, it gave visitors direction, purpose and an emotional connection to the act of reading.
Winning Creative Concept — Qatar Reads
Client: Qatar Reads
Role: Creative Strategist & Creative Director
Event: Doha International Book Fair 2023
Team: Shabeer Marayand - 3D Designer
The Challenge
Qatar Reads wanted its stand to communicate the breadth of its programs and their impact across all life stages, inspiring visitors to integrate reading into their daily lives.
The Concept — A Life Shaped by Reading
The stand was designed as a visual journey through the human life cycle, highlighting four core programs — each catering to a specific stage:
- Childhood
- School years
- University Student / Employment
- Parenthood
Through large illustrated cut-outs, visitors could “walk through” these life stages, seeing how reading shapes growth, skills, and perspectives over time.
Visual Art Direction
- A doodle-style black-and-white world, representing everyday life without reading.
- Pops of Qatar Reads’ brand colors marking the individuals impacted by its programs.
- Integrated printed and digital media encouraging daily reading habits and program subscriptions.
This immersive, color-coded storytelling allowed visitors to instantly visualize the long-term personal and societal value of reading — making Qatar Reads’ mission tangible, relatable, and memorable.