The FIFA World Cup™ in Qatar will be unlike any ever seen before. The traveling fan will be treated to the first compact tournament, with short journeys between stadium locations and low-carbon cooling technologies for stadiums and training grounds. The burgeoning nation-state’s plans are nothing short of extraordinary.

In order to generate the support required for a successful bid, the brand must communicate these benefits. And it must achieve this on a national Qatari level to generate support, on a regional level to secure the backing of its neighbours in an underdeveloped football region, and most importantly from FIFA.

Our creative inspiration draws from the youthful grittiness of the Arab state, and combines it with all the passion, energy, and colour of football. The extensive identity system includes a suite of bold football illustrations, dynamic photographs, calligraphy, a newly commissioned font and a world of colours and textures that standout both in print and on-screen. The benefits of this unique bid -- and ultimately the legacy for the game, and for the world -- can now be communicated as effectively on a business card as on an enormous building wrap in Doha.

Marketing Manager Gina Peterson described our identity system as: "the strongest and most flexible I have ever worked with."Although the successful bid won't be named until December 2010, the independent index World Football Insider rated Qatar 2022's marketing as the best of all bidders. In April 2010, Qatar 2022 received the endorsement of the Council of Arab Youth and Sports Ministers and Sepp Blatter, President of FIFA, who commented: "We are now nearing the end of the bidding process for the World Cups in 2018 and 2022...now I strongly feel that the World Cup should come to Qatar."