A name, a story, a movement to inspire change.

As one of Expo 2020 Dubai’s three subthemes, Sustainability needed more than just a pavilion - it needed a powerful, purpose-driven identity that could transform passive visitors into active changemakers. We were honoured to help bring that identity to life, beginning with its name: Terra.

Tasked with branding Expo’s Sustainability Pavilion, we worked hand in hand with the pavilion team to build something truly immersive - an independent brand within the larger Expo universe, driven by storytelling, visual clarity, and emotional resonance. Unlike a traditional agency setup, we were embedded in the process, trusted to evolve the brand in real-time as the pavilion itself took shape.

As creative leads, we guided the entire process: from the initial concept and naming, to visual direction, narrative framing, and the creation of a brand film that captured the spirit and mission of Terra. Our mood-led approach helped communicate the pavilion’s deeper purpose to Expo leadership, securing alignment and buy-in that ensured continuity through the final stages of brand development.

This early work became the cornerstone of the pavilion’s formal visual identity. After approval, it was handed over to Expo’s brand team and their commissioned agency, who translated our foundation into full guidelines - all while preserving the soul of what we’d built. 

Terra became more than just a space. It became a symbol of balance, action, and responsibility - delivered through a brand identity rooted in vision, clarity, and emotional connection. We’re proud to have helped shape the legacy of one of Expo 2020’s most iconic pavilions and impactful experiences.