The
backstory
For its 10th Global Summit anniversary, Aspire Academy chose the most unexpected and symbolic location for football: the heart of the Qatari desert. Returning to its roots, Aspire gathered 50 of the world’s most prestigious football clubs and federations in one of Qatar’s most sacred landscapes. The challenge? To create a brand identity that not only reflected this milestone event but also seamlessly honoured both the desert’s raw beauty and the legacy of past editions.
** STRATEGY / EVENT BRANDING / ADVERTIS*NG / TROPHY DESIGN
OUR THOUGHTS
In today’s world, branding often overwhelms spaces rather than enhancing them. It becomes visual clutter, applied without true consideration for its surroundings. But when working with a location as majestic and sacred as the desert with its endless dunes and undeniable power respecting the environment is essential. This wasn’t just about design; it was about creating harmony between branding and nature.
SOLUTION
Rather than imposing the previous year’s branding, we took a different approach preserving its essence while adapting it seamlessly to the desert. The design was intentionally minimal yet impactful, reducing excessive branding elements to let the landscape breathe. This careful balance ensured that the desert’s natural beauty remained the star, while the branding subtly complemented it. The result? A unique, immersive experience where identity and environment coexisted in perfect harmony.
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