In the season 2019-2020 I was a member of the PR and Design Committee of EYP The Netherlands. Seeing my experience and skillset, I was asked to do all PR work for The Hague 2020, that year’s National Selection Conference. In the summer of 2019 I started sketching logos, and kept working on the session’s identity, social media content and more visual products.
The visual identity of The Hague 2020 is primarily based on the Sustainable Development Goals (SDGs). They are at the core at the session, according to the session’s theme “Empowering Tomorrow: shaping Europe’s approach to the Sustainable Development Goals”. The UN communicates these goals through colourful icons in squares, which I have taken and freely formed to a new style for the EYP conference. They form the main grid of any designed image: a square structure style. The SDG colours now belong to committee topics and official teams, and navy blue serves as the general session colour.
The SDG colours also return in the session’s logo, which is formed around another aspect of the session. As the event takes place in The Hague, the city’s iconic stork served as a model for the logo. Instead of sitting one-legged the bird is portrayed flying towards tomorrow and consists of multiple, abstracted, coloured shapes that symbolize the diverse debating topics of the session. To optimize the practical application of the logo I created a black/white version of lines, to be used on coloured backgrounds.
The Hague 2020 was a multi-day event for which a number of practical things had to be designed. Nametags and wristbands for all participants to give shape to everyone’s connection to the event. To distinguish delegates and different official teams the nametags are colourcoded, in the same way as the social media posts.
To make the identity of the session physically present, the logo was printed on reusable cups (according to the sustainability theme) and stickers. Sponsors got their spot on a 2 meter high banner.
In light of sustainability, a lot of material was published online, for participants to access from their digital device. This however did not necessarily mean the booklets were never printed (as seen on the left), and therefore I chose the standard A4 booklet format. Various official teams provided the texts on the organisation and academics of the session, and I turned them in easy and fun to read booklets that were shared with the delegates.
The Hague 2020 has its own Facebook page with a lot of visual content. Pictures of all activities, a session farewell video and various special media projects were published during or shortly after the session.
Prior to the event, however, quite some images were posted on the page already. Together with the Head Organisers and PR agency Lindblom I set up a PR plan. We created three types of content that help get people get ‘hyped’ for the session. For each category I designed a number of posts, all in the same square structure style. Firstly, the volunteering officials were briefly presented in (colour-coded) overviews of the teams.
Next, from every one of the four teams one member was personally introduced in Participant Portraits. I approached multiple volunteers to ask them about their inspiration and motivation for joining this EYP session. Finally, shortly before the start of the session the locations of the numerous events were announced in Venue Reveals.
Designs in context
Photography credits go to the Media Team of The Hague 2020.