A Decade of Progress, Framed by Culture
As a long-standing design partner of the New Development Bank (NDB), we were honoured to support the visual identity for its 10th Annual Meeting in Rio de Janeiro. The occasion marked a dual milestone: the Bank's tenth year and its 10th Annual Meeting, fostering a sense of pride and shared achievement.
Our task was to develop a cohesive design system that brought these two narratives together while reflecting the cultural context of Brazil, the host nation. The outcome was an integrated visual language applied consistently across digital and physical touchpoints.
The Identity Challenge — Integrating Two Milestones
The core design challenge lay in merging the themes of "10th Annual Meeting" and "10th Anniversary" within a single, recognisable mark.
The final "NDB 2025" identity drew inspiration from Rio's iconic Selarón Steps. Its distinctive mosaic composition informed a layered colour system symbolising the diversity and collaboration of NDB's member countries. The anniversary element was seamlessly embedded within the master mark, ensuring the Bank's brand remained strong, central and undiluted.
The result is a confident, culturally grounded identity that balances celebration with institutional clarity, inspiring a sense of achievement and optimism.
Key Visual System — From Mark to Narrative
Building from the core identity, we developed a structured key visual system for the Annual Meeting.
Bold colour fields form a stylised Rio skyline, integrating local architectural references with symbolic project imagery. This approach created depth and visual coherence while reinforcing the meeting's themes of partnership, growth, and shared development, encouraging a sense of collective progress.
Design Implementation — A Unified Experience
The identity was extended across a comprehensive range of applications, ensuring consistency throughout the event journey.
Digital Applications
- Social media toolkit with adaptable banner formats
- The Brazil-themed promotional video, initially produced in a 4:5 aspect ratio for social media, was well received and later adapted to 16:9 for use as the Annual Meeting's opening.
- Branded email signatures
On-Site & Commemorative Materials
- Roll-up displays and environmental graphics
- Notebooks, badges and keyrings
- Packaging labels and supporting collateral
Each element was developed within a unified visual framework, maintaining brand integrity while enhancing the event experience.
Design Perspective
This project reinforced a belief that guides our partnership with NDB: meaningful design begins with a clear understanding of institutional values.
The 10th Annual Meeting identity reflects a decade of steady progress while expressing openness to the future. Rooted in context yet globally minded, it celebrates collaboration across cultures — and the shared momentum that continues to define NDB's journey.
