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Building Akhlaquna

A Community for Positive Change


2017 - ongoing


Qatar Foundation


Website development

Akhlaquna QF website


Akhlaquna is an award programme introduced by Her Highness Sheikha Moza bint Nasser, Chairperson of Qatar Foundation (QF). It was created to empower and drive Qatar’s youth population to launch projects centred around social and moral responsibility and values.

This case study focuses on the execution of the website, which was built to position Akhlaquna as a community that invites participation from the youth to drive sponsorships and partnerships.

Desktop Mock Up

Design Principals

1. The strategic approach behind building brand Akhlaquna was to develop an information-rich community with an active interactive website backed by a strong CMS. The website raised awareness about different programs, initiatives, and events while promoting events and attendance. Along with that, a supporting communications plan aimed at targeting different audiences of the community encouraging youth and corporate participation in both English and Arabic

2. The website was designed to inspire and engage the youth population of Qatar to participate in the Akhlaquna community. The website had a simple and user-friendly interface and was designed to be interactive, allowing people to submit their projects and vote for their favourites. The website was available in both English and Arabic, making it accessible to a wider audience

3. The team at etc. provided an end-to-end execution plan that covered strategy, copy, design, UI/ UX and strong CMS support and maintenance. The website was designed to be responsive and accessible on all devices, ensuring that the youth population of Qatar could easily access the website and participate in the Akhlaquna community.

akhlaquna website

Mobile Mock Up