Reinterpreting tradition
Building on the first edition's identity, our team reinterpreted Qumra's founding symbol through four distinct colour palettes, celebrating the diversity of filmmaking voices at the 2016 festival.
Visual unity across venues
The modular branding system allowed flexible implementation across luxury venues including the Museum of Islamic Art and Souq Wakif, adapting to each location's guidelines while maintaining visual consistency.
Guiding the conversation
Qumra 2016 featured numerous roundtables, workshops, and talks with international guests. To help attendees navigate the programme, I designed a functional bilingual signage system in English and Arabic that adapted seamlessly across different venues and contexts throughout the festival.
Identity in hand
The identity came to life through printed matter, including custom festival notebooks produced on recycled paper with Pantone printing and vouchers that carried the palette into every attendee interaction.
DFI Short Films 2015
Following my work on Qumra, Doha Film Institute commissioned custom packaging for their 2025 annual short film collection. The all-paper design, including case, bilingual booklet, sleeve, and DVD disc in solid-coloured paper with silver metallic Pantone, became part of DFI's festival merchandise for future editions.
The 2016 edition drew roughly 100 industry professionals and acclaimed filmmakers including James Schamus, Joshua Oppenheimer, Alexander Sokurov, and Nuri Bilge Ceylan as mentors. Supporting 33 projects from first and second-time directors, the event reaffirmed Qumra's role as a key incubator for Arab cinema, praised for its unique format and expanding North American presence.
CREATIVE DIRECTION
Cătălina Zlotea
