In 2015 the AIBA World Boxing Championships was held at the Ali Bin Hamad Al Attiya Arena in Doha. It was the qualifying tournament for the upcoming 2016 Summer Olympics. I created the ‘Every Round Counts’ campaign for AIBA by developing a dynamic visual system inspired from the AIBA quadrilateral brand mark. Using classic boxing colors, the red and blue symbolised the energy between two boxers in a fight, a visual expression that justly reflected the spirit of the event. The project incorporated not only the development of the visual expression, but also the refinement of the AIBA logo, as well as all print communication, PR, OOH communication materials, digital communication, venue branding, activation ideas and social media presence.
I developed the project during my time as Head of Design at Grow in Qatar. It got a bronze award in the category "Best implementation of a brand development project" at the Transform MENA Awards 2016.