Ask
Qatar Post wanted to position itself beyond a postal service provider and divert the communication from the challenging delivery service that their customers point out to a bigger purpose the brand represents on a national level.
Challenge
In Qatar, the Arabic language is key. H.H. the Emir Sheikh Tamim Bin Hamad Al Thani issued back in January 2019 the Law No. 7 on the protection of Arabic language. As the national postal service, Qatar Post felt responsible to invite the public to endorse the language and put its service as the center of human connection.
Solution
On the occasion of UN International Mother Language Day celebrated by UNESCO, Qatar Post’s parcel boxes, postcards and stamps turned into mediums to remind public in Qatar of the importance of connecting to one another, using a special design based on specific Arabic wordings that celebrate human values.