UN Global Goal 9 promotional campaign

A flexible visual system for UN global goal 9: Industry, Innovation and Infrastructure. Showcasing the need for international collaboration to meet the urgent 2030 deadline. Intended to sit inside an exhibition forming a collaborative & impactful social design project.

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Duration

May – July 2026

Client

Project Everyone

Services

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Brand strategy

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Information design

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Motion

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Design system

Challenge

The progress made towards the UN Global Goals has fallen short and urgent remedial work is needed to get progress back on track. The 2030 deadline is soon approaching and a LOT more needs to be done. Infrastructure, industry and innovation have been proven to have many positive secondary effects in making progress in ALL goals and presents itself as a powerful catalyst for more positive change.

It was important to convey this aspect of infrastructure, and the need to do better. I felt like it’s something we take for granted, but absolutely notice when it doesn’t work as we expect it to. Expensive rail tickets, late buses, unwalkable cities. We become aware of the problem once we are the ones experiencing the years of neglect and underinvestment. I wanted to make that feel more present and tangible. Not only that – its visual identity needed to flex across multiple touchpoints: poster, leaflet, animation. While remaining consistent and interesting, offering varying levels of engagement and information to a curious audience.

Karel Martens’ “Architecture as a Craft” poster with stacked multicoloured letters and a list of seminar dates
Poster draft with yellow “Build a Better Future” lenticular lettering over a dark city skyline
Final “Build a Better Future” poster in red-to-yellow lenticular type, flanked by Goal 9 target numbers

Solution

Contrasting a smog-burdened cityscape with the hopeful ‘lenticular effect’ hero text: Build a better future. Inspired by Karel Martens’ “ARCHITECTURE AS A CRAFT” poster. Infrastructure is quite a lofty concept. During user research I found that very few people successfully understood what the point of the goal was. And so, I included the goal’s indicator targets as supplementary information on the poster which provide additional context for a curious audience, this had the added benefit of framing the hero text, improving the composition.

“Build a Better Future” poster lit up in a bus shelter on a rainy city street at night
Folded Global Goal 9 leaflet showing the “Build a Better Future” cover and the inside spread
Large “Build a” billboard on a glass building with a person walking past
Fisheye photo of the “Build a Better Future” poster in a bus shelter, with a man on the bench and a bus behind
“Build a Better Future” poster lit up in a bus shelter on a rainy city street at night
Folded Global Goal 9 leaflet showing the “Build a Better Future” cover and the inside spread
Large “Build a” billboard on a glass building with a person walking past
Fisheye photo of the “Build a Better Future” poster in a bus shelter, with a man on the bench and a bus behind

Impact

The concept creates visual tension, placing the audience in the driving seat, between a dystopian future of inaction and the inspirational call to action. Motivating them with strong emotional cues that wire into that primal part of the brain which calls for change & improvement to live a better life.

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