Case Study
All work
Creating a unified brand platform that connects three distinct competitions and organisations while strengthening recognition across the entire ecosystem.
The Three Cups initiative established a new umbrella identity for three of Qatar's leading equestrian competitions – the QOC Cup, Al Shaqab Cup and QEF Cup – bringing them together as part of the Doha Equestrian Tour 2026 calendar.
Morphus developed the strategic brand architecture and visual identity for the Three Cups, creating a scalable design system built around shared design principles, modular assets and three distinctive Cup identities that work together as one cohesive brand.
Develop a cohesive umbrella identity for three new equestrian competitions, each representing one of Qatar's leading sporting organisations.
The identity needed to establish a recognisable competitive tier within the Doha Equestrian Tour, while giving each Cup a distinct visual identity that reflected the heritage, values and character of its organising body.
Morphus developed a unified brand architecture that positioned the Three Cups as a new competitive tier within the Doha Equestrian Tour, while preserving a clear relationship with the organisations behind each competition. A shared design system established consistency across the Three Cups, with each given its own visual expression through shape, colour and supporting graphic assets.
The identity was built around a modular framework capable of operating at both umbrella and individual Cup level. Core elements were derived from the visual language of the Qatar Olympic Committee (QOC), Al Shaqab and the Qatar Equestrian Federation (QEF), creating a system that acknowledged each institution's heritage without replicating or diluting its existing identity.
Delivery covered the complete visual identity system, including the umbrella identity, three Cup identities, colour palette, typography, graphic patterns and brand applications. The modular approach ensured a cohesive visual language across the series while enabling efficient, cost-effective implementation on site, with shared branding assets that could be seamlessly adapted between competitions.
