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Doha Film Institute

Client: Doha Film Institute
Environmental design for Qumra, an annual international film event hosted by the Doha Film Institute.

Visual language

The design language of Qumra 2017 is based on the idea of ‘lenses’. Crafted by Studio Ragu, the system of the logo features snapshots of different films which helped to ensure that all films selected for the festival were showcased across event collateral. 

Applications of the identity were designed by our team across various print collateral, wayfinding, social media and on site event promotions. A key aspect of this design process involved balancing the need to promote the festival across different touchpoints while also avoiding visual monotony for viewers.

A comprehensive bilingual (Arabic and English) catalogue of all Qumra entries was also a key aspect of the festival. It featured various details about each film such as plot synopsis, creative and production information as well as information about the directors and jury panelists.

deliverableS :

logo options
publications
environment graphics
print collateral
social media collateral
uniforms & wayfinding

tonic collaborations :

CATALINA ZLOTEA (PROJECT HEAD)
STUDIO RAGU (DESIGN)
Qumra is a film festival that provides mentorship and hands-on development for filmmakers from Qatar and around the world. The primary motive being to support emerging voices in cinema, alongside screenings for Doha audiences featuring films by international masters and previous recipients of support from the Institute.
A key aspect that the design team had to consider was how to represent the dynamism and energy of the festival along with showcasing the various entries to the festival.
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Catalina Zlotea, (Design Head - Doha Film Institute)

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COPYRIGHT TONIC DESIGN HOUSE 2023