The challenge
Public service broadcasting network Qatar Media Corporation (QMC)—the official broadcasting authority for the State of Qatar— sought to revitalize the identity of its platform Channel 37 to effectively communicate its essence and voice across diverse programming. The repositioning was a key part of a comprehensive strategic plan designed to strengthen connections with existing viewers, attract new audiences, and build lasting loyalty, particularly within Qatar’s expat community.
Additionally, the proposal had to create a seamless connection between tradition and innovation, engaging viewers with both global events and daily life, while delivering a memorable human experience.
The outcome
A compelling visual strategy, backed by a comprehensive communications campaign sustained by cleverly-designed narrative-driven tools to foster connection and activate the expats community engagement.
Working alongside the client and local partners, Studio Banana led a profound co-design process that helped define the channels’s identity & interface to be implemented. Thanks to a strong understanding of the country’s local culture and the international audience needs, the proposal offers a unique brand positioning that helps establish the channel’s credibility. By delivering an engaging storytelling that reflects Qatar’s community harmony and vibrant lifestyle, the content emotionally connects with the viewers, making them feel attached to both their surroundings and the world.
The visual strategy
Materializing a fluid connection
The country’s natural wave-shaped curves seen in the meeting of water and land, sky and sand, and the country’s flag inspire the branding elements. These organic curves, also present in Arabic calligraphy, symbolize first encounters and connections between people, cultures, and nations, capturing the essence of Qatar’s unique identity.
A solid color scheme
Influenced by the strong, warm tone of Qatar’s flag, along with the refreshing hues of the sky and the sea, the color palette creates a bold yet calming visual identity that distinguishes the channel from its competitors.
The logo: a geometric compass
Drawing inspiration from a key element of Arabic calligraphy, the channel’s logo takes center stage within the visual system. Its perfect geometric shape evokes a compass guiding digital navigation across devices. This recognizable point of reference was designed to connect and guide the audience, revealing relevant content and information in an intuitive way.
Artistic and functional typefaces
While the primary typeface for key information features angular geometric finishes echoing the channel’s logo with curved shapes and varied stroke thickness inspired by Arabic calligraphy; a second typography in Sans Serif provides clear, accessible reading for additional details across multiple devices.
Launching Channel 37
The creative approach: keeping the community in touch
By introducing a universal gesture—the “In Touch” concept—the narrative strategy conveys the idea of connection in a physical, real, and human way. A resource that offers a visually impactful and tangible claim that directly speaks to the target audience, creating a memorable connection with the community living in Qatar, whether for long-term or short-term assignments.
An authentic setting for the teaser campaign
Through iconic local scenes and everyday moments, the teaser campaign brings to life the encounters, activities, and cultural energy that define life in Qatar. Crafted to resonate with the target audience, the campaign builds anticipation for a new offering while aligning the brand’s tone with the viewers.
Conclusion
Creating an effective identity to integrate and build community for a broadcasting corporation focused on preserving the culture of its state is a challenging task. By deeply understanding the client and its local nuances, our strategic approach successfully delivered a dynamic platform that seamlessly blends heritage with contemporary trends, local and global perspectives.
The final overcome ensures viewers stay informed on current events, while cultivating a welcoming, warm ecosystem that helps strengthen connections and nurture social bonds.
