Ta g t hi s

Ask
what a Design
Company
can do for you
Ian Silverstein understands the effort which
goes into creating a winning formula. His de-
sign company helped qatar with their bid for
World Cup 2022. here he is In conversation

C
with Rory Coen.

reation – what a powerful word and mysterious con-
cept. Through one person’s imagination, skill and
determination, it is possible to conjure up something
beautiful, innovative and functional to make the
world a better place. The power of positive and pro-
active thinking should never be underestimated and
it’s why the top fifty companies in the FTSE 500 in
London attest to the importance of a creative mind in
business.
Ian Silverstein – founder of Creative Action De-
sign (CAD) – understands this intangible asset more
than most. He set up this business when he was 24
and it slowly evolved into what it is today: Business
improvement through creativity; an international
company who adapt their global experience to the lo-
cal environment and culture of their clients.
World Cup 2022 bid
CAD has been operational for just over fifteen years,
but they have just completed their biggest project to
date; the design concept which dictated Qatar’s suc-
cessful World Cup 2022 bid.
“We were approached by the bid committee in
June 2009 about the project. We did a straight for-

52 Qatar Today May 2011

 t a g t hi s
ward pitch - with our ideas for the brand - and two Silverstein invited some of the top creative agen-
weeks later we were asked to create the look and feel cies in Doha for lunch last December to discuss this
for the bid brand,” said Silverstein. issue. Since then, they have organised a committee
“Our brand was based around Confetti Man; we which will promote their business concept – through
wanted people to feel that Confetti Man – who was various means – to the Qatari market.
made of little pieces of confetti – was going to come “We’re looking to put on an event to showcase our
to life and Qatar was going to spread all their little service. Companies automatically feel they need to
bits of magic around the World. He was the corner- look to New York or London to get the best, when
stone of the bid brand as you it’s right here on their door-
saw it in the final few months step. We need to get word out
before December. There were that there are plenty of good,
about ten agencies involved creative companies here. We
in the overall bid and the oth- want to set up an advisory
ers were applying our brand clinic where customers can
to their projects, so we had learn how to identify the val-
to work with them. He was to ue of creativity; they can then
be in television commercials, understand how to procure
magazines, newspapers and it and articulate exactly what
on the web,” he continued. they want.” Below are a
The bid is over now, the CAD isn’t a large company, selection of the
projects cad are
hard work is done. We won’t but they certainly know how currently
see or hear anything more to throw their weight around. working on in
Doha:
about it until after the World In their office in Doha, they
Cup in Russia in 2018, as per currently have six employ- Qatar Luxury Group
FIFA regulations. CAD in- eers who are handling over a Corporate website
vested the minds of half a dozen projects, all of which
dozen of its finest to the proj- require eclectic thought to Qatar Foundation App

ect and it paid off for Qatar. strike the perfect creative bal- Qatar Foundation
Silverstein wasn’t surprised ance. Getting the right people Gift Shop Concept
by the announcement after involved in the right project is
seeing first-hand the effort their focus. AL Misnad Rifat

put in by all parties.
“I think Qatar will be more
than ready, a year in advance in
fact,” he said. “Nobody expect-
ed them to have a chance. But
“We set-up an online tool law firm brand and
website
recently, where people can
submit their port-folio to us. Qatar Financial
“We’re looking to put on an If we appreciate their work, Centre Marketing
event to showcase our service. then they become part of our Collateral

there were some very charis- creative forum - they’re free-

matic, honest and diplomatic
people involved, and I feel
strategically they were very
smart. It was obvious when the
Companies automatically feel lancers in effect - and they
AAMAL internal
office branding
they need to look to New York work with us on projects
or London to get the best, when suited to their experience and AL Faisal Group
knowledge. We have 50-60 internal branding

result was announced – from

the reactions of the Emir and
Sheikha Moza – how much it
meant to the country.”
it’s right here on their door-
step. We need to get word out
that there are plenty of good,
creative companies here. ”
members now, all based in the
Middle-East. We have a real
Virgin Mobile Qatar
Creative Thinking
ability to influence this com-
munity. We are also actively UNESCO marketing
working with VCU-Qatar to collateral

Importance of Creativity build structures and oppor-

Silverstein admits their tal- tunities, and we offer jobs to
ents don’t lie in painting graduates. We hope to have
pretty pictures, but they do many Qataris working for us
know what they’re good at; helping businesses drive in the coming years.”
forward with fresh innovation and creative thinking. Creativity requires an ability to think outside the
This presents its own problems however. Their ser- box from time to time, which is fitting because Silver-
vice is intangible and arbitrary and is therefore diffi- stein’s mantra is to live life to its maximum; to make
cult to quantify. The Middle East market’s ability to every day count. Lateral thinking is a prerequisite for
conceptualise what a design company can do for them this ideology.
has limitations. He claims to be the only member of the organisa-
“A lot of companies in Doha want to buy creative tion not to attend University, but his honours de-
services,” he said “but because they can’t touch or feel gree in life fulfils the requirements of his job. CAD
it, they don’t really understand what’s on offer. They is where it is today simply because failure was never
can’t quantify it or put a value on it, and this puts an option for him. The creative mind works in mys-
them off”. terious ways

May 2011 Qatar Today 53