Graphic design

EU wishes - Institutional new year greeting campaign.

Illustrative New Year greeting campaign created for the President and cabinet, to communicate messages of hope, unity and resilience in a complex political context.

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Challenge

Case study

Created for the President of the European Commission, the project aimed to deliver a more human, symbolic and emotionally engaging communication approach, while reflecting on themes of optimism, hope towards the institutions. The central illustration was built around a symbolic composition designed to communicate optimism, continuity and collective hope for the year ahead. The child figure painting with fake snow spray on the window represents the future generation and embodies the idea of projection toward a more positive future. Positioned in front of a window overlooking the Berlaymont building - the composition symbolises the relationship between European citizens and institutions, expressing a sense of hope, trust and expectation directed toward the European project.

Graphic design

Adobe Photoshop

Illustation

Adobe Illustrator

Print

Adobe Indesign

Vectors

Digital artwork

Approach

The artistic direction explored a contemporary illustrative style inspired by politically charged visual storytelling and minimalist symbolic compositions. The visual system focused on expressive imagery, simplified visual metaphors, strong contrast and emotionally driven compositions designed to communicate hope and collective resilience. Particular attention was given to creating illustrations that could resonate across diverse European audiences while remaining elegant, accessible and institutionally appropriate.

Result, outcome

The final project delivered a distinctive and emotionally engaging communication campaign combining illustration, symbolic storytelling and institutional messaging. The visual approach helped create a more human and memorable communication experience while reinforcing messages of unity, optimism and collective resilience across both digital and physical ditribution channels.