QIC Reads is the blog of Qatar Insurance Company, the largest insurer in Qatar. It publishes articles on insurance, travel, health, cars and everyday life. The blog’s goal is to speak to its audience in plain language, make complex insurance topics easy to understand, and build trust in the brand through useful content.
As the blog grew, its covers were created without a shared system: mismatched photo styles, random colors, and no connection to QIC’s brand identity. In the feed, articles looked like a collection of unrelated images, and the blog was losing recognizability. My task was to build a visual language that would unite all publications and give the blog its own distinct character, separate from the main QIC brand, while still keeping a clear visual connection to it. The new style also had to be simple enough for the team to produce new covers quickly without a designer.
QIC Reads is the blog of Qatar Insurance Company, the largest insurer in Qatar. It publishes articles on insurance, travel, health, cars and everyday life. The blog’s goal is to speak to its audience in plain language, make complex insurance topics easy to understand, and build trust in the brand through useful content.
As the blog grew, its covers were created without a shared system: mismatched photo styles, random colors, and no connection to QIC’s brand identity. In the feed, articles looked like a collection of unrelated images, and the blog was losing recognizability. My task was to build a visual language that would unite all publications and give the blog its own distinct character, separate from the main QIC brand, while still keeping a clear visual connection to it. The new style also had to be simple enough for the team to produce new covers quickly without a designer.
Role: senior graphic designer
The key visual is built on primitive shapes that highlight the main object or character on each article cover. The shapes themselves are digitalised, highly simplified Qatari ornaments. They can be used either as a mask or as a background.
The key visual is built on primitive shapes that highlight the main object or character on each article cover. The shapes themselves are digitalised, highly simplified Qatari ornaments. They can be used either as a mask or as a background.
The color system is based on the main product’s design system, but softer and lighter. This keeps it connected to the brand while giving the blog its own distinct look.
The color system is based on the main product’s design system, but softer and lighter. This keeps it connected to the brand while giving the blog its own distinct look.
To add more variety to the covers, a simple collage system was added to highlight the key objects of each article.
To add more variety to the covers, a simple collage system was added to highlight the key objects of each article.
