During the COVID-19 pandemic and amid a regional political blockade, the Qatari Ministry of Transport and Communications (MOTC) aimed to launch the Qatar Digital Government (QDG) initiative. This strategic move aimed to digitize governmental services, reducing the need for physical visits to governmental offices and enhancing accessibility for citizens and residents across Qatar.

Origin developed a new brand identity for QDG by first understanding audience insights through comprehensive market research. The quantitative and qualitative research sought insights into the attitudes, behaviors, perceptions, and experiences of Qatari citizens and residents regarding digital government services, revealing the main pain points.

Following our research, our primary focus was to cultivate a deep sense of belonging and connection between Qatar and its residents, the intended users of the platform. The rebranding initiative started with creating a relatable name aimed at nurturing a strong bond with Qatar as a homeland. ‘Qatar-e,’ derived from Arabic to signify “My Qatar,” humanizes the brand and underscores its accessibility and approachability within the digital government sphere.
The Arabic logo integrates the Arabic letters إي (pronounced “ee”), translating to “yes.” This addition infuses the preceding word “Qatar” with a positive and optimistic connotation, evoking a sense of agreement, confirmation, and pride.

Once the brand identity was created, the platform’s launch needed a campaign that resonates with the dynamic youth demographic. The campaign for Qatar-e was created to mirror the target audience’s aspirational lifestyle, offering a modern, creative representation. Emphasizing immediacy, it highlighted the seamless availability of online government services in Qatar’s fast-paced, digitized society, spotlighting time-saving advantages and fostering a sense of community with messages like “Join the movement.” As part of the campaign, we designed mockups for booths, social media ads, billboards, magazine placements, signs, facades, embedded applications, and different merchandise.

The new brand identity and strategic campaign positioning portrayed Qatar-e as a catalyst propelling towards an interconnected and accessible future. This emphasized its transformative impact on government services, effectively reshaping the national governmental services into a digitized realm, marking a pivotal shift towards modernized and easily accessible governance.
With a specific focus on engaging the vibrant youth demographic in Qatar, the campaign’s creative elements were tailored to resonate with their aspirational lifestyle, offering a modern and relatable representation of digital government services. This approach aimed to captivate and involve the younger generation in embracing Qatar-e as an integral part of their digitally connected lives.