Case Study: Doha Design District builds a connected brand ecosystem with Pentagram

Doha Design District builds a family of brands in 2 spaces with Pentagram

Doha Design District, a premier hub for design and innovation in Qatar, faced the challenge of naming and branding two distinct new spaces—a maker space and an event space—without fragmenting its core brand identity. The customer engaged the design firm Pentagram to develop a naming strategy and brand identity that would connect these spaces into a cohesive ecosystem.

Pentagram created the complementary sub-brands Sada and Mada, names derived from Arabic that reflect the spaces' purposes of creation and amplification. The solution established a powerful narrative connecting the two spaces and reinforced their relationship to the parent brand through a shared visual identity. As a result, Doha Design District gained a strong, scalable family of brands that honors Qatari heritage and captures the full creative journey from idea to impact.

Doha Design District