Lets Get Social
  • brand development
  • Brand Strategy
  • UI & UX design

CON
CEPT

Doha Mall is located in the city of Doha in Qatar. The mall will be the only super regional mall in the South of Doha with over 650,000 people within its catchment area. Malls in the middle east are of huge importance to locals as they offer not only shopping and fun, but a destination for families to meet out of the sun.

Goal

Doha Mall has a unique architectural design, sharp angles and cascading waterfalls around the entrance and will also boast an Aquarium to wow visitors. One of the biggest challenges is the malls customer base is both Arabic and European expat, so all design considerations must take Arabic and English into consideration. 

How to encapsulate all this within a brand and bring a sense of wonder to the mall was a big challenge. Our starting point was strip to the mall to see what we were dealing with.

The Resolution

After a visit to the region we honed in on the building as the centre point of the new brand. The building unfolds as you walk around it, with sharp angles jutting out and as the light shifts new shapes emerge. This was something we wanted to play on with in the design, the movement and the angles.

We started by drawing up all the angles we captured from the building to see if there was a specific viewpoint that captured the building, but it became clear that one angle would not do it justice. We then started looking at multiple angles and this eventually solved how we could bring movement to the logo, morphing from shape to shape. This led to the final solution for the logo and also to the main concept which would be applied to the visual language and the website.

focus

The moving shapes take on a life of their own on the site, slightly morphing and moving constantly. The website has been developed in English and Arabic so it caters for both local Qatari and the Expat community.

As part of the official launch of comms around the opening of the mall, the tag line of “Explore The Wonderful” was created to peak interest in the project, drive awareness and help increase leasing.

Results

The overall design has been extremely well received in Doha, blending elements of local culture, the building and modern design together.