Qatar’s first aluminium producer needed a brand to launch a new $5.7 billion plant, market an annual output of 600,000 tonnes of refined aluminium around the world, and kick start an industrial sector for the Emirate. We created the Qatalum brand to reflect a vision of all-round excellence and setting new standards in technology, environmental sustainability, efficiency, employee development, and most importantly, the contribution made to fulfilling Qatar’s National Vision 2030. The Qatalum brand was designed to reflect this sense of national identity, as well as establish a strong presence in a competitive global market.