Context

The Civil Service & Government Development Bureau (CGB) leads how Qatar’s state institutions present themselves to the public. This case study documents a multi-year engagement with the Bureau — five connected visual systems, each built to a clear institutional brief, all aligned to Qatar National Vision 2030.

01 · CGB Identity

The Bureau needed a mark that carried state authority with modern restraint — confident, legible, and free of heraldic convention. The wordmark is custom-drawn with subtle unicase shifts so the acronym holds its form at passport-stamp size and at 6-metre lobby installation. A document architecture defined three tiers of application: official, ceremonial, operational.

02 · Sharek Newsletter Program

Sharek is CGB’s editorial publication — a continuous newsletter program produced by the Bureau and distributed across Qatar’s ministries, communicating civil service initiatives, programs, and milestones. Each issue is treated as an editorial magazine cover: a single typographic mark, a single photographic plate, a single statistic foregrounded per edition. Eighteen issues, still running — plus a dedicated year-in-review annual edition.

03 · Service Design Playbook

A 210-page operational standard that translates service-design principles into a working handbook for public-service teams across Qatar’s ministries. Every spread carries the Bureau’s editorial voice while functioning as a day-to-day working reference — built for staff, not for the shelf.

04 · Sahl

A proposal deck for Sahl — an initiative to simplify citizen-facing services across ministries. The document had to do two jobs at once: present the program’s strategic case to senior stakeholders, and model the exact visual-editorial discipline the program would later require of participating agencies.

05 · Abshir

Abshir is a sister program under the Bureau — a distinct mark and identity system that inherits the parent typographic discipline while carrying its own ceremonial weight. The guidelines document sets out the full identity surface: primary mark, color system, type hierarchy, and applied examples.

Outcome

A full CGB brand book, a Microsoft Office template suite, a digital toolkit spanning ten product surfaces, an ongoing 18-issue newsletter program with a 2025 annual review, a 210-page service-design playbook, the Sahl simplification proposal, and the Abshir program identity. All adopted as standards, all still in active use.