I approach branding as a system that supports product clarity, usability, and consistency across touchpoints. My work focuses on creating and evolving brand frameworks that scale with digital products, align teams, and support user trust rather than standalone visual assets.
Global Gateway
Goal: work across cultures and languages, scale across many sub-projects and balance political authority + human values
Target audience: Multi-layered, international audience consisting of partner countries, international organisations & NGOs and Private sector & investors
I was directly responsible for branding and approving final visuals for 2025 edition of Global Gateway Forum. A high profile event highlighting the European Union’s external investment initiatives, focused on advancing global connectivity in the face of geopolitical and geoeconomic challenges.
I was responsible for creating guidebooks for projects working within framework of Global Gateway such as:
- Africa – EU Space partnership program SPP
- AL-INVEST
- The Pan-African Support to Geological Sciences and Technology (PanAfGeo)
and wider European brand:
- Team Europe Initiative with Africa on sustainable health security using a One Health approach (TEI HSOH)
- Youth Sounding Board
- AU-EU-cultural-partnerships
Problem: Designing a scalable brand system that balances program-level differentiation with Global Gateway brand cohesion, while remaining readable and adaptable for diverse audiences and use cases.
Each program required a distinct identity while remaining clearly connected to the overarching Global Gateway brand and addressing very different target audiences.
Decision:Designed the guidelines with adoption in mind by simplifying rules, reducing ambiguity, and providing flexible examples that teams could realistically apply without additional design support.
Outcome: Higher guideline adoption across programs, enabling faster content creation, clearer differentiation, and improved Global Gateway brand recognition.
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