General Tax Authority · Strategy launch and internal communications
Bader: launching the General Tax Authority's five-year strategy
An internal brand and call to action that made the GTA's new strategy something every employee could own.
Context
In December 2025, Qatar's General Tax Authority (GTA) launched its five-year strategy, following a year-long institutional review. The strategy calls for simpler, more digital taxpayer services, fairer compliance, greater efficiency and stronger support for economic growth.
Its success depended above all on one audience: the GTA's own employees, who would have to deliver it.
The challenge
Turn a complex institutional strategy into something every employee understands and feels part of. Shift the mindset from following procedures to taking initiative. Create ownership across all levels and departments, from leadership to new joiners.
Our role
We created Bader (Initiate), an internal brand and call to action inviting every employee to take the first step toward executing the new strategy.
- Build. The Bader identity, narrative and key messages, linking each strategic pillar to everyday actions and roles.
- Launch. The strategy launch ceremony for employees and partners, where two newly joined female employees unveiled the strategy, signalling that the future of the GTA belongs to its people.
- Embed. An internal communication toolkit, leadership cascade, workplace branding, employee content and engagement activities to keep Bader alive beyond launch day.
- Amplify. An external press release and media coverage in Arabic and English, carrying the internal story to the public.
Outcome
Bader gave employees a single, memorable call to action for the GTA's transformation. The strategy was embraced internally and positioned employees as partners in its delivery, a message echoed in the public coverage of the launch.
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