Qatar Luxury Group - Brand - Website

Priority

Defining what the Qatar Luxury Group is and defining those attributes that sets you apart against anyone else, is the main priority. The message must be clear. The visual stimulation and aura must be uniequivocal yet comprehensive. The navigation should be neat and uncomplicated, whilst being benchmark at the same time. The QELA website must be defined as the Experimental Online Element of the factors mentioned before. A client should be able to feel, through visiting the QELA website, the quality, craftsmanship and attention to detail they will see in a QELA Boutique.

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Qatar Luxury Group - Website Concept and Design

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Brand

The definition of the QLG Brand Vision is clear. Words like “excellence”, “creativity” and “timeless” position the brand in the space it needs to fill. Who the competition are, where they are located and thus what we must accomplish jointly to have an impact in the market, is perhaps points that could be discussed.

We have looked at the likes of Hermes, Saks 5th Avenue, Prada, Karl Lagerfeld, Gucci, Bottega Veneta and Harrods. The way they are defined, their online shopping capability and their look & feel. Their approach could signal the way QELA should attempt to display information and experiences that engage with its clients.

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Creating a world-class brand presence via the Web is an intriguing challenge. The QELA website needs to be clean, fresh, innovative, classic and become a destination (paying homage to the “travel” wording used by QLG).

Brand

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Mentioned earlier, the competition in the market place have different approaches to their web presence, based on the mood or theme they are following at any given time. Hermes is classically modern with a touch of playful creativity. Karl Lagerfeld is visually striking and engaging. Bottega Veneta is pure Italian chic, clean and uncomplicated.

Use of visuals is key to all competitors, as is the use of video to drive certain collections. They all have a common denominator that uses very very little copy. Their presence and feel is based purely on design and imagery.

Competition

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Defining a web style for QELA will be something that, in collaboration with QLG’s Creative Director and also time, will grow. Fundamentals like easy navigation and large pictures, in a clean design, should be the building blocks for the QELA website. The site must also reflect the style of the products produced by QLG in conjunction with the detail and craftsmanship in these products.

“An invitation to travel, physically and spiritually” is the QLG Brand Concept for QELA. grow would propose that QELA’s website could be positioned as “The joy of the physical and spiritual journey”

Style

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Style

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The model of the QELA website can be defined in three key points:• Information on where/why/how QELA comes from and its areas of differentiation• Products/collections available• Shopping (through boutiques or online)

As part of the Artistic nature of the business and the QLG mission, collaboration with Artists, Galleries, Photographers, Film Directors and Actors should be considered. These are not endorsements but rather an expression of creativity, quality and class that is QLG. This will also keep the look and feel fresh on an ongoing basis.

Model

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Having a Web presence is more than just a website. The following are part of our thinking and recommendations for QLG:

• The QELA website will be constructed with SEO built in. This will be critical to ensure that QELA and/or QLG comes up within Search Engines

• A website is a great starting point for QELA. With the ever changing online landscape, the following must be part of your online presence supporting the site: - Facebook - Twitter - Pininterest

• A Content Management Strategy is required, so that through the sites and other online vehicles, regular and relevant information/pictures/videos are posted. This is critical.

Online Strategy

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Creative Direction

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Sitemap

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QELA Website - Presentation

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Index/Front Page

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Index/Front Page - Hover

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Index/Front Page - Hover

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Collections Page

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Collections Page - Hover

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Collections Page - Hover

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Collections Page - Details

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Collaborations Page

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Collaborations Page - Hover

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Collaborations Page - Content Details

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Collaborations Page - Video Details

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About the Brand Page

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About the Brand Page - Hover

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About the Brand Page - Content Details

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News Page - Latest News

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News Page - Latest News

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Press Room Page - Articles

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Press Room - Gallery

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Press Room - Gallery Details

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Press Room - Video

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Press Room - Video Details

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Contact Page

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Store Location

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Virtual Tour

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Concept

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QELA Sub Brand

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Thank you

grow3rd FloorThani Bin Abdullah ComplexIbn Seena Street, Doha, Qatar

T + 974 4444 6222 F + 974 4431 4982E [email protected] www.growqatar.com

© grow 2012. All rights reserved. No part of this publication may be reproduced without prior written permission of grow. The contents, layout and design are copyrighted and are protected by worldwide copyright laws and treaty provisions including Qatar Law No.9 of 2002 on the protection of copyrights and related rights.

Grow Leadership

Anthony Ryman – Managing Director Olaf Brinkmann – Strategy and Business DirectorDavid Omi – Creative DirectorSamson Samasoni – Head of CommunicationsAref El Nakadi — Client Services Director

Grow Team

Patrícia Bizarro — Senior DesignerMohammed Doudin — Senior DesignerSalam Shughry — Arabic Translation & CopywritingHelen Triggs — English CopywriterAnika Barnard — Senior Client ManagerRosalie Wiesner — Client and PR Executive

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Qatar Luxury Group - Brand - Website

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