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nato

As the world faces new challenges, NATO’s role has never been more vital. The 2025 Summit in The Hague is a chance for the Netherlands to showcase unity, strength, and partnership.

project info

The identity design captured these values and combined them with dutch design and traditions. A clear identity and experience that connects with leaders, allies, and the (in)ternational public.

In June 2025 the Netherlands will host the NATO Summit at the World Forum in The Hague. It will be the first time since NATO’s founding in 1949 that the Netherlands organises a summit of this kind. The NATO Summit 2025 will be the largest summit ever held in the Netherlands, with the involvement of many organisations, including ministries, Rijkswaterstaat, the Police, and Schiphol.

The logo / identity design, nicknamedWings of Unity, combines traditional dutch windmills with the Dutch coastline. Symbolising the strength and unity of NATO allies to move things forward. The challenge was to give the summit a clear Dutch signature without relying on obvious clichés within the design. The windmill & coastline highlight the Netherlands’ resilience in facing the elements.

Building onWings of Unityas the foundation, a family of sister brands was created, each tailored to the different organisations involved in NATO Summit 2025.

identity
design
direction

role

My involvement began at the pitch stage, where I was responsible for the creative concept—developing directions that answered the call for an identity for NATO Summit 2025. After winning the pitch, I stayed on the project through to final delivery, taking on creative direction while also working hands-on when needed.

I acted as the link between the client, the internal team, and NATO itself—visiting headquarters in Brussels to present our work to leaders across departments such as design, television, branding, and communications.

tech

  • Photoshop
  • Illustrator
  • After Effects

credits

The project came to life at Clarify, in close collaboration with Ontwerpwerk and the Dutch Ministry of Foreign Affairs,

Collaborators
  • Alexander Munz (creative direction)
  • Yes de Jong (design)
  • Paul Goos (design)
  • Gert Buist (motion)
  • Evert van der Veen (motion)
Press
Colorful pinwheels with blue and orange blades against a blue gradient sky.
Two flags on poles against a blue sky; one with the NATO emblem and the other welcoming to The Hague Summit 24-25 June 2025.
Outdoor digital billboard showing a man in a suit speaking at a podium with NATO flags in the background, promoting the 2025 NATO Summit in The Hague.
NATO logo with design process visuals, and event graphics for The Hague Summit on 24-25 June 2025 in English and French.
Wide view of NATO summit meeting at The Hague with delegates seated at a curved table and national flags in the background.
Blue abstract background with two glowing points connected by a curved white line.

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NATO informational display featuring a photo of a man in military uniform speaking with a man in a suit, with text about Dutch military participation in exercises and operations.
Two men in suits sitting on chairs with a small table holding two glasses of water between them, NATO flags and a banner in the background.Modern R-Net tram with blue and orange gradient colors traveling on a grass-covered track beside a road in an urban area.
Six abstract rectangular panels with blue gradients and glowing light effects against a light blue background.
bespoke identity + website design
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Whether it’s designing the brands of tomorrow or streamlining decentralised platforms, I’m driven by a passion for exploring uncharted territory, without losing sight of what already works.
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Close-up of colorful pinwheels with orange and blue blades against a blue gradient background.
nato
identity
design
direction