United Nations

While working as the in-house designer at M&C Saatchi, I led the creation of the visual identity for the United Nations’ World Environment Day campaign, Beat Air Pollution.

Working alongside the Creative Director, I developed the creative concepts from initial thinking through to the chosen campaign direction, presenting multiple routes before refining the final identity. I was responsible for creating the campaign logo, visual language, typography, colour palette and supporting assets, producing a complete brand toolkit that could be adopted internationally.

I created the campaign guidelines and worked with translators to ensure the identity could be accurately rolled out across multiple languages while maintaining visual consistency. The system was then used by internal design teams, external agencies, motion designers and videographers to produce campaign materials around the world.

Seeing the identity adopted globally demonstrated the importance of creating design systems that are not only visually distinctive, but practical, flexible and easy for others to implement consistently across different channels and markets.