A Decade of Progress, Brought to Life

OverviewDesign 

As a long-term design partner of the New Development Bank (NDB), we were commissioned to develop the visual design for its 10th Anniversary exhibition space at the headquarters. Working within a spatial layout designed by a separate partner, our role focused on translating NDB’s ten-year journey into a clear and cohesive visual narrative.

From entrance to exit, the exhibition presents NDB’s institutional story through a structured visual system—designed to captivate visitors and foster a sense of connection with its mission, organization, and global impact.

Challenge

The primary challenge lay in working within a fixed spatial layout. With wall dimensions, sightlines, and visitor flow already defined, the visual system needed to adapt precisely to the existing environment—ensuring clarity, balance, and readability at every point.

A second challenge was tonal balance. As a financial institution, NDB’s identity requires clarity, credibility, and professionalism. At the same time, the exhibition needed to feel accessible and engaging. The design therefore had to remain within brand guidelines while introducing warmth and visual interest. This balance ensures the visual language resonates with both formal and diverse audiences, demonstrating its effectiveness.

The diversity of the audience added another layer of consideration. Visitors range from government representatives and international delegates to student groups. The content needed to communicate across levels—offering depth where needed, while remaining approachable and easy to navigate.

Design Response — A Structured Visual Narrative

Our approach was to create a clear and progressive visual narrative aligned with the visitor journey.

Visual elements were designed to respond to the spatial conditions, with careful consideration given to scale, composition, and viewing distance. A strong hierarchy ensures accessibility: key messages are legible from afar, while layered content supports deeper engagement up close.

The exhibition is organised into three core sections—time, achievement, and people—forming a coherent narrative across the space. A consistent grid system provides structure, while allowing flexibility across timelines, data-driven content, and human stories.

The visual language also extends into supporting materials, creating continuity beyond the exhibition itself.

Exhibition Content

A Decade in Review

• A central visual anchored by “Building a Sustainable Future” introduces NDB’s mission
• Leadership messages and organisational context establish institutional clarity
• A linear timeline presents ten years of development in a clear sequence
• Milestones highlight key moments and progress

Focus Areas — Member Countries

• Achievements and contributions are presented within a structured framework
• Content aligns with sustainable development priorities
• Case studies demonstrate how strategy translates into implementation
• Key projects highlight NDB’s global reach

Partnership & People

• Portraits and working scenes present the diversity of NDB’s teams
• The narrative shifts from institutional achievements to the people behind them
• The Bank’s identity is expressed through both outcomes and individuals

Branded Gifts — Extending the Experience

The exhibition concludes with a curated range of branded gifts, extending the visual identity into tangible items. Some 20 pieces were developed, allowing visitors to carry a part of the experience with them.

A consistent visual language was applied across different formats, including:

• Watercolour illustrations of the headquarters and Shanghai landmarks
• Simplified line-based graphics for selected items
• Icon-based applications reflecting NDB’s core themes
• Cultural elements representing member countries
• Adaptations of the headquarters and logo across materials

Each item balances recognisability with everyday usability.

Outcome

The project delivered a cohesive visual system that works within the existing spatial design while enhancing the overall exhibition experience.

By focusing on clarity, consistency, and adaptability, the design supports NDB’s positioning as a professional, inclusive, and forward-looking institution—leaving visitors with a clear and lasting impression.