Lu3’atna

Lu3’atna celebrates and Promotes Qatari culture through language during World Cup 2022. Dynamic and fresh, it celebrates the beauty and diversity of the Arabic language. In particular, this project seeks to promote Qatar’s rich linguistic identity amongst Qataris and visitors in the run­up to the WC2022. The major event invites people from around the globe to embrace and express their passion and love for sports, and. is therefore a momentous opportunity to celebrate and promote the richness of the local Arabic language. The project aims to create a dynamic and playful visual campaign that merges together language and sports. The work presented here is the result of extensive research, countless brainstorming sessions, and a wonderful collaboration between multiple disciplines.