UNICEF
UNICEF (the United Nations Children’s Fund) works in more than 190 countries to protect children’s rights, deliver life-saving support and ensure every child has the opportunity to learn and thrive. With such a vast global presence, a strong and consistent brand is essential. It helps build trust, unify messaging across countries, and ensure that campaigns, emergency appeals and partnerships communicate with clarity, compassion and credibility.
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During my time as a Junior Brand Designer at UNICEF New York Headquarters, I contributed to shaping the organisation’s global brand identity, designing visual systems and assets used across 190+ country offices. I worked on key campaigns including World Children’s Day, the 75th Anniversary, the UN General Assembly, U-Report rebranding, and, the UNICEF Global Brand Book 4.0. I also collaborated with the Asia–Pacific Regional Office to strengthen regional brand coherence through adaptable templates, guidelines and strategic visual direction.
Role & Deliverables
Brand Identity, Branded Collateral, Research, Brand Audit, Consultation
Client
UNICEF
Year
2021-2024
World Children’s Day 2021
World Children’s Day needed a refreshed master visual that felt more exciting and relevant to a younger audience, while still remaining recognisably connected to UNICEF’s core brand. The identity couldn’t simply look like another everyday UNICEF artwork—it needed energy, warmth and a sense of play that spoke directly to children and young people.
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The updated concept kept the spirit of the original identity but softened its stiffness, introducing a more transparent, open approach to the circular frame to reflect the dynamic, free and expressive spirit of children. Handwritten typographic elements and playful graphic details were added to create a sense of belonging and authentic connection, helping the identity speak more directly to its audiences—from children and young people to partners and donors—while remaining firmly grounded in UNICEF’s global brand system.
Photo credit: Cameroon 2022. © UNICEF/UN0732015/Dejongh. The activity at the Etoug-Ebe Disability Center will send a powerful and positive message on non-discrimination and inclusion for every child. For every child a voice!
UNICEF 75th Anniversary
For 75 years, UNICEF has been committed to protecting child rights and supporting the well-being of every child, no matter the scale or urgency of the challenge. The 75th Anniversary visual identity needed to honour this legacy while expressing the organisation’s resilience, optimism and forward-looking vision. Guided by simple, bold and contemporary design principles, the logo and system were created to feel both celebratory and deeply aligned with UNICEF’s core mission.
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The graphic elements were designed for flexibility, allowing messages to adapt across programmes, advocacy priorities and global contexts while maintaining a cohesive visual presence. This system reflects UNICEF’s commitment to meeting the holistic needs of every child—past, present and future—through a clear, confident and optimistic identity that stands strong across 190+ offices worldwide.
U-Report Global Rebranding
U-Report is UNICEF’s global youth engagement platform, used in more than 90 countries to give young people a voice on issues that affect their lives. Through polls, surveys and real-time data, it helps governments, partners and communities understand young people’s needs and perspectives. Despite its impact, the platform’s visual identity had grown inconsistent across regions. Many country versions looked disconnected from each other — and from UNICEF’s main brand — making it difficult to recognise U-Report as a unified global initiative.
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I led the global rebrand to bring clarity, coherence and flexibility to the system. The goal was to create an identity that felt unmistakably part of UNICEF while remaining adaptable to diverse cultural contexts. I developed a refreshed visual system including logo refinements, colour strategy, typography, iconography and templates that country offices could easily localise without losing consistency. The new identity strengthened recognition, improved usability across digital and print formats, and helped U-Report communicate more confidently as a global platform with a shared mission.
Photos of U-Report Branding in action. Photo credit: @ureport on instagram.
Parenting Month 2023
Illustration and Social Media Card for Parenting Month Campaign
#GirlGoals Illustration Set
#GirlGoals is UNICEF’s integrated global communications campaign which aims to spotlight adolescent girls’ leadership, power and advocacy, alongside the barriers holding them back, and promote collective action to advance their rights, 2024
UNICEF Calendar
2023 & 2024
