Setting: Doha, Qatar. Opportunity: A booming expat community also means a growing demand for entertainment. Which is exactly what Mystique Events has dedicated the past 6 years to - creating fresh hospitality concepts. And in 2018 they approached me with an interesting challenge, the branding of a new club with a very peculiar name: Kapital 4.
In the beginning was the word
Naturally, my first question was “why Kapital 4”? Except there was no rational reason behind the club naming aside from its originality. You can say it’s expert intuition and call it a day, but like any messiah (mad man? creative?) knows, you need a good story to attract a following. So what story could appeal to the expat community of Doha?
There were over 87 different nationalities living in Qatar at that moment. So you could say that people have come to Doha from all 4 corners of the world to work hard and play hard. All they need is a roof to host them, their very own capital.
I created the logo mark by combining the 4 sides of a compass (4 corners of the world) and then formed a grid hosting the number 4. The delicate lines of the logo mark are contrasted by the solid typography of the logo, a neo-grotesque sans-serif font Neue Haas Unica.
Drawing inspiration from club interiors around the world, the vibrant colour palette is made to stand out in the dark setting of a night club. The structured grid ensures the strategic placement of each element but also allows enough room to create dynamic and playful layouts.
What I learnd
How to reverse-engineer a brand.
Work done for Mystique - Event management.