New visual system
UN Women

We’re playing with half of team.

At Cannes Young Lions ‘17 the challenge for design teams was to create identities for future initiatives, and campaigns while at the same time being immediately recognized as UN Women brand allowing visual diversity within the parameters of the mother brand. An incredibly diverse and global audience is one of the great challenges. It is intended to look fresh and contemporary, but can on the other hand not push the envelope too far to avoid alienating the more conservative segments of their actual audience.

To create a new visual system that allows coherence and consistency to the future identities (and campaigns) we focused on the concepts of EQUALITY and BALANCE. This visual system is bold, strong, flexible and easily adaptable to any local or global event, but without losing the importance of perception of the mothership brand. Inspired by simple lines and shapes of the UN Women’s logo, we developed new graphic elements through basic shapes. The blend between masculine colors and feminine also reflects our concept of balance.

Cannes Young Lions 2017
Design Bronze Award

Designers Elsa Rodrigues + Inês Coelho
Client UN Woman