BAKU 2025 WORLD EXPO BID
This project involved Azerbaijan’s bid to host the 2025 World Expo in Baku, an initiative designed to put the eyes of the world on the nation. The requirement was for an identity that captured national pride while communicating global significance, resonating across international audiences and multiple languages. The ambition was to showcase the best of the country through a visual language that inspired confidence and credibility on the world stage.
The strategy balanced cultural specificity with global resonance by drawing on elements of national folklore, the land of fire, and the pomegranate seed. These symbols were woven together and paired with a rich gradient of national colours to provide a recognisable icon of Azerbaijan. To portray togetherness, concentric circles were layered to communicate on diplomatic and cultural levels, reflecting a unified vision of progress.
The work involved leading the creative direction of a flexible visual system applied across political presentations and international communications. Central to the execution were three bespoke bid books presented in a matching slipcase and bag, designed as crafted objects to embody the nation's ambition. These materials were produced within a tight timeframe, requiring precision and creative consistency to meet the organisers' deadlines.
The identity became a defining element of the bid, amplifying national confidence and demonstrating how design can operate on diplomatic, cultural, and emotional levels. Although the bid faced strong global competition, the project successfully communicated a unified vision of progress to the world. The results brought clarity and purpose to a range of outputs, establishing a recognisable and professional international presence for the nation.
