WORK         NOT WORK         KNOW ME          TALK TO ME

DROGA5

United Nations Foundation: 2024 Summit of the Future


Adweek We branded the United Nation Foundation’s livestream event, “Summit of the Future.” The Summit brings world leaders together to create a better present and safeguard the future for generations to come.

The UNF came to us to solve something they historically haven’t been great at: get Gen Z to care.

Thus we showed up and showed out to replace anxiety and doom and gloom with hope and optimism (and memes...and lols).

SEPTEMBER 2024













Our logo mixes digital motifs of the past and present, embodying how the “old” is new for Gen Z. It reflects an online generation using their voices beyond the physical and literal sense.

Each logo variation and headline color has a corresponding gradient and the colors within our gradients were carefully selected to complement one another.








We created custom pixel icons for all the topics we address for the summit. These icons are used across all our applications, from DOOH to segment title cards in our livestream.

This style was specifically chosen to reflect our digital generation as well as the revival of “vintage” aesthetics embraced by Gen Z.

Each icon was created on a set grid to ensure consistency in style and pixeliness. For our headlines, each illustration followed a 15x15 grid. As for our manifesto, we downsized to a 17x17 grid.

(Half pixels were used for some icons to work around the funkiness of full pixels. 🤫)  

15x15 Grid icons


17x17 Grid icons (ty shannon for the assist! 💛)


For headlines utilizing the roman alphabet and for our creator segment cards, we created custom drop caps with a pixelated bottom half. Each drop cap uses Madina Slant as a base.

These were paired with our main typeface, Heading Now, for our DOOH headlines.



We designed segment title cards that meshed all our campaign elements together into one cohesive, fun, and high-energy package.

I never thought I’d be cutting out heads again since my time at Business Insider (good thing).





We had our headlines translated across a multitude of languages, as this is a global message intended for many generations across the world.

For languages that did not use roman characters, we found alternatives that had a similar look and feel to retain consistency to our main design.




















Our full project played out in the chaos that is Times Square.





Role: Designer
+ Designer: Shannon Choi (17x17 icons, manifesto typesetting)
Design Director: Lia Sfiligoj, who also designed (extensively) 
Creative Directors:  George and Tom McQueen, Maria Kouninski
Animations: Champ
Client: United Nations Foundation

← Prev    Index    Next →

©2025 SAMANTHA LEE 敏