Brand Strategy, Name, Brand Identity, Creative Technology…

Doha, Qatar

Transforming the Greater Landscape of Doha


Following Brash’s launch of London’s most desirable development ‘Chelsea Barracks’, the Qatari Diar team invited Brash to help reposition and re-energise their master development in Qatar; ‘Lusail City’ and create brands for the key experiences: Al Seef, Boulevard and Plaza.

Lusail City highlights the great urban development of the State of Qatar, developed over 38 square kilometers with integrated services and an advanced infrastructure. With Lusail’s City Stadium appointed as the designated location for the opening ceremony for the 2022 World Cup, it was clear that beyond a brand refresh, there was a clear opportunity to showcase Qatar’s innovative spirit to the rest of the world.

Qatar is proud of its long-standing legacy of deep-rooted values; putting people at the heart of its society. Lusail City’s role was to transform the greater landscape of Doha, evolve the spirit of its society and expand the fabric of the city. At the same time it needed to elevate the nation of Qatar, acting as a tangible proof point of it vision for a prosperous future for all.

Answering the needs of the growing multi-cultural population of Doha, while at the same time preserving the existing culture, Lusail City would need to provide a canvas for a thriving global community, becoming Doha’s forward looking, vibrant and iconic uptown. Acting as a platform for the creation of diverse and inspiring communities, the brand would bring together people and places - nurturing communities that are full of life, ideas and opportunity. A vision fulfilled by harnessing innovation and creativity to evolve the landscape of the region socially, economically and environmentally.

The brand strategy had to capture this new axis of cosmopolitan urbanism in Qatar; a destination that would captivate the energy that creates a new center of gravity for Doha - underpinned by an experience that is vibrant and exciting, alluring and invigorating - showcasing modern Doha lifestyle.


Although much focus was set on the brand development of the key experiences, Brash felt that to demonstrate ownership and to leverage the singular experiences, the definition of a brand and brand name for the greater destination was imperative. As such, the brand and name Lusail Downtown was born and developed. It provided the context for each singular experience, ensuring clarity on relevance, role and purpose.

An experiential customer journey was designed to support and capture the intensity and breadth of each experience, collectively delivering the new cultural hub and magnetic attraction center for Doha and Qatar.

The brand narrative, underpinned by the idea of ‘Magnetism’ - an undeniable and powerful force drawing all in - acted as a guide to create and measure any brand manifestation towards Lusail Downtown’s new brand, a paragon for an exceptional integrated experience. The grand plaza, extraordinary boulevard and glorious waterfront melt together to create a truly distinct community.


The Plaza District, defined by four iconic towers provides both focus to the city and to the Plaza itself. The four towers are strategically positioned to not obstruct views and take full advantage of the coastal panorama. Lusail Plaza has been designed as both a destination and a vital link within the overall City master plan. The connection of the Lusail Boulevard to the Lusail Corniche is an iconic feature and a fundamental driver of the master plan.

Lusail Downtown is quickly becoming the epicenter of a new lifestyle and energy for the region, a beacon that will shine the spotlight even brighter on Qatar.

With Lusail Boulevard capturing the excitement and vibrancy of the destination, Lusail Plaza being centered around being grand and impressive, Seef Lusail showcases its refreshing and enchanting nature.

All 3 key assets have been considered as unique experiences in their own right, whilst collectively driving a total, exciting and enchanting brand experience through a carefully considered and magnetising customer journey.