Branding Campaign

Qatar

The 20th World Aquatics World Championships in Qatar is a creative campaign and brand project built around the central campaign idea “Hold Your Breath.” The project captures the intensity, precision and emotional tension of aquatic sports, translating them into a unifying campaign and a distinctive brand expression.

Task

Create a campaign and brand system that captures the defining emotional moment of aquatic sports and positions the 20th World Championships as a global stage for excellence.

Client

Formatum
Work

Strategy, Creative, Narrative, Branding

A BRAND THAT COMPLETELY EMBODIES THE SPORT. A BRAND MADE OF SWIMMING.

Campaign Concept & Creative Strategy

“Hold Your Breath” is rooted in a universal truth of aquatic sports: the moment of total stillness just before movement. A moment of focus, control and anticipation where performance begins.

The campaign transforms this physical act into an emotional metaphor shared by athletes and audiences alike. By emphasizing suspension over spectacle, the creative strategy slows time to heighten intensity, allowing anticipation and concentration to become the core storytelling devices.

Branding Strategy

The brand identity is designed as an extension of the campaign idea. The logo is built around the letter “Q” for Qatar, transforming it into a symbol of breath, flow and movement. Its form echoes water dynamics and controlled motion, reinforcing the campaign’s emotional core while providing a strong, recognizable visual anchor for the championship