EXPO 2020

Client: EXPO 2020
Sector: Events / Exhibitions

Role: Senior Designer
Agency: Start Design

Personal Responsibility: Visual Identity System Definition

Dubai is hosting the much-anticipated, global, future-defining event: EXPO 2020. With the theme 'Connecting Minds, Creating the Future', countries will exhibit their exciting new developments in the areas of Sustainability, Mobility and Opportunity. 25 million people are expected to visit in 2021-22.

The task was to define the brand’s visual system, taking forward the pre-created brandmark design (a symbol inspired by a 4000 year old gold ring found in the desert). It was imperative the unique forms of the mark were translated into the visual language. This was achieved by creating a supergraphic system flooded with a festival of colour, amplifying the excitement and celebration of such a global event.