Brand 02
Abshir Brand Identity
The Brief
Redesign the visual identity for Abshir — Qatar's government service centers initiative — as part of the National Development Strategy (NDS3) to modernize citizen-facing services.
The Approach
Worked within strict government branding protocols while pushing for a fresh, approachable identity. The challenge was to maintain institutional authority while making the brand feel welcoming and human-centered.
The Execution
Created a full brand guidelines package including logo system with Arabic-first design, color variations, clear space rules, and application guidelines.
The Result
The updated Abshir brand identity was approved by senior government stakeholders and deployed across all service center locations, signage, and digital platforms.
Gallery
Next Project