United Nations:
The Global Goals
System Design & Campaign

The Human Problem

The United Nations’ Sustainable Development Goals addressed issues that affected everyone, yet most people did not understand them or feel they could meaningfully engage. The goals were important, but distant — something governments discussed rather than something individuals participated in.

The Idea

Make the goals understandable and personally relevant. Instead of presenting them as policy, present them as shared human challenges people could recognise and act on. The work focused on clarity and accessibility: if people could quickly grasp the goals, they could begin to see their own role within them.

The Work

We created a universal identity and communication system designed to translate complex global objectives into simple, recognisable ideas. The visual language and storytelling were intentionally clear, optimistic, and adaptable so it could be used by governments, schools; in print, broadcast, web, and mobile around the world. I personally oversaw every design component and wrote every word in the final document.

Behavior Change

The goals shifted from policy language to everyday conversation. Organisations incorporated them into programs and initiatives, educators brought them into classrooms, and individuals began to recognize them as part of daily life rather than distant international policy.

Why It Matters

People engage when they understand both the purpose and their place within it. By reducing complexity and inviting participation, the project demonstrated how design can turn abstract ideas into shared action.

D&AD Awards: Recognized for excellence in branding and design.

ADC Awards: Honored for design and communication