What do you see?An ambitious task, or the opportunity to create maximum brand impact?


At a glance
  • One of the world’s fastest growing telcos
  • Brand implementation partner with Brand Union
  • Highly confidential by order of Qatari royal family
  • Rollout of identity across multiple sites
  • Brand signage guidelines
The opportunity

Create stand-out brand impact

Q-Tel Group in Qatar was unified under a new brand – Ooredoo – to help them attain international ambitions beyond Qatar. The new name was kept under wraps by order of the Qatari royal family, until brand launch. This was just two weeks before several of their sites were to be ‘brand ready’.

Working alongside Brand Union and involving a codename and secure room, we brought the brand to life managing the new identity rollout across multiple sites. Certainly, one of our more unusual projects to date.

The result

Year-on-year growth with global expansion

The implementation of the new brand identity marked the beginnings of a new era for this telco, one which has seen them expand at home and globally. Ooredoo is currently one of the world’s fastest growing global telecommunication brands.

Aside from delivering their new brand across all their sites in Qatar, we created signage guidelines. Flexible enough to suit different environmental conditions, these guidelines laid the foundation for all international markets and will help Ooredoo ensure brand consistency as it continues to expand globally.

Our approach

Delivered the brand with quality and consistency against the odds

Only three people in the world knew the new brand name. We were not one of them! Just like everybody else, we had no prior knowledge of the new name until it was launched at an event just two weeks prior to the deadline for rollout at two head offices and nine of their key retail outlets in Qatar.

Given a codename ‘Octopus’, we sent a dedicated team from our London studio to work in conjunction with the client and with Brand Union. Located in a secure room, we designed and developed the sign guidelines and thereafter managed the prototyping, fabrication and installation of all external retail fascias. The final scope included 15 further stores and two retail business centres within a two-month timeframe.

“Brand Union was very satisfied with the dedication and experience offered by Endpoint and our client benefited from a seamless team that combined the specialisms of each partner. We hope to work with Endpoint on future projects in other markets.”
Iain Webster, Executive Client Director, Brand Union Doha

Ooredoo store entrance branding Ooredoo primary sign Ooredoo sign fabrication Ooredoo colour matching

Related work