A cultural instigator for the creation generation

The new public name, Qatar Museums – accompanied by the strapline ‘Art, Heritage, Creativity’ – captured the spirit and purpose of the organisation, committed to helping the next generation of cultural professionals thrive and flourish and generating a national spirit of participation.

Qatar Museums – which encompasses many cultural institutions – was formerly known as Qatar Museums Authority. In line with Qatar National Vision 2030 strategy, QM’s objective was to form the next generation of arts, heritage and museum professionals in the country and grow and build the nation’s ‘creative life and talent’. To deliver this, three strategic priorities had been identified: nurturing emerging talent; creating the platform for a Qatari voice to contribute to global debates on culture and creativity; and helping museums reach beyond their walls.

We developed the strategy for a delivery plan internally and externally as well as undertaking employee engagement activities and creating organisation values. The creative expression of this reached across print, digital and environmental touch-points in a bid to unite the museums and initiatives of QM under one vision and narrative.