Where culture meets global ambition
When Azerbaijan set out to bid for the World Expo 2025, design became a tool of diplomacy. I created the identity for the bid, a system that needed to speak to both national pride and international audiences, balancing cultural specificity with global resonance.
The visual language drew on regional symbols, architectural forms, and linguistic elements to create a brand that felt distinctly Azerbaijani, while projecting credibility on the world stage. My role extended from shaping the overarching identity system to guiding how it flexed across every touchpoint: political presentations, urban-scale applications, and international communications.
A highlight was the production of three bespoke bid books, housed in a slipcase and matching bag. These weren’t just documents, they were designed objects, carrying the weight of a nation’s vision for the future, crafted to inspire confidence among global stakeholders and decision-makers.
Design as a tool of influence
The Baku Expo 2025 identity became a critical part of Azerbaijan’s campaign to position itself as a host nation. It demonstrated how design could function simultaneously on a geopolitical scale, appealing to UN delegates and the Bureau International des Expositions, and on a personal level, sparking curiosity and pride among citizens.
While the bid ultimately faced global competition, the project stands as proof of how thoughtful design can amplify diplomacy. For me, it was an opportunity to work at the intersection of culture, politics, and visual storytelling, using design not just to brand a campaign, but to frame a nation’s ambitions for the future.
