Welcome to Doha, Qatar. With its thriving economy, it has managed to attract and retain an international expat community. And with it a growing demand for hospitality and entertainment. Which is how Mystique Events became a household name in hospitality concepts. In 2018 they approached me with an interesting challenge, to help them brand a new club with the very peculiar name of “Kapital 4”.
In the beginning was the word
Naturally, my first question was why call the club Kapital 4? But there was no rational answer. The name stuck because of its originality. You can call it expert intuition, but they were certain that the name could trigger a good story, and that that story could be used to attract an audience. But what story would appeal to the expat community of Doha?
There were over 87 different nationalities living in Qatar when the project took place. So you could say that people were coming to Doha from all 4 corners of the world to work hard and play hard. All they needed is a place to call their own, their very own capital.
I created the logo by combining 4 sides of a compass (4 corners of the world) and then weaved a grid to hold the number 4. The delicate lines of the logo 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, I chose a vibrant color palette that would stand out in the dark setting of a night club. The structured grid is both, a guide and a glue, but I like to think of it as a playground for endless dynamic layouts.
Work done for Mystique - Event management.