The Doha City Hub of Global Shapers, an initiative of the World Economic Forum, hosted the annual MENA (Middle East/ North Africa)-region conference, known as SHAPE MENA in December 2014. The conference brought thought leaders and entrepreneurs from the region, as well as over 150 participants from around the world to Doha. The Doha Hub hired Aviate to provide identity/branding, marketing collateral, and mobile apps for the conference.

1. Shape MENA 2014
Branding & Mobile App
Zaid Haque, Aviate
zaid@aviatestudios.com
c Aviate Studios, 2014

2. Aviate Studios
branding | web | mobile | interactive
aviatestudios.com

3. Executive
Summary
The Doha City Hub of Global Shapers, an
initiative of the World Economic Forum,
hosted the annual MENA (Middle East/
North Africa)-region conference, known
as SHAPE MENA in December 2014.
The conference brought thought leaders
and entrepreneurs from the region, as
well as over 150 participants from around
the world to Doha.
The Doha Hub hired Aviate to provide
identity/branding, marketing collateral,
and mobile apps for the conference.
3

4. BRANDING

5. Theme
The theme of the conference
revolves around innovation,
collaboration, and
engagement.
How can we demonstrate
these values in our logo and
branding?
5

6. Branding – Mark

7. Traditional Arabic geometric art is fused
with ‘modern’ shapes and colors to form a
new twist on cultural work.
The shapes all converge towards the
center of the logo, signifying
collaboration and engagement. The
fusion of traditional art with modern
design symbolizes innovation.
The arabesque vibe is maintained by
tiling the mark on backgrounds, to
represent the essence of Arab culture
being an integral part of this Middle
Eastern conference.
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Branding – Mark

8. Branding – Logotype

9. Branding – Complete Logo

10. Branding – Logo colors

11. Branding – Elements
Meta Normal
Meta Medium

12. MARKETING
COLLATERAL

13. Name Tags
Color-coded to represent participant type

14. Name Tags
Name tags also served as
conference guides
booklets - to allow for a
convenient way to carry
the guide, and for
sustainability because this
process used less paper
overall. It also served as a
memorabilia of the event.

15. Name Tags
Name tags also served as
conference guides
booklets - to allow for a
convenient way to carry
the guide, and for
sustainability because this
process used less paper
overall. It also served as a
memorabilia of the event.

16. Name Tags - Inside
[inactive link]
[inactive link]

17. Name Tags - Inside

18. Stage - Backdrop

19. Stage – Floor Banner

20. Stage – Setup

21. Stage – Setup

22. External Backdrop - Round

23. External Backdrop - Flat
Under the Patronage of His Excellency Salah bin Ghanem bin Nasser Al Ali

24. External Backdrop - Flat

25. T-Shirt

26. MOBILE APP

27. Mobile App
A mobile app was created as a
platform for learning about the
participants at the conference.
Contact information and bios
were shared so participants could
decide who to network with prior
to the conference, and how to
get in touch afterwards.
Beta Test - iOS
[inactive link]

28. Shape MENA 2014
Branding & Mobile App
Zaid Haque, Aviate
zaid@aviatestudios.com