We created a bespoke Business and Buildings Pavilion wordmark and a full set of visual guidelines, including colour palettes, typography, iconography, patterns, and imagery direction. The guidelines balanced a professional corporate identity with natural references and integrated nods to COP28’s UAE setting. We designed for flexibility, so key campaigns like Fossil to Clean could sit comfortably within the space, while ensuring a cohesive visual identity.
Change
We Mean Business Coalition convenes some of the world’s most influential companies to accelerate climate action. At COP28, they hosted the Business and Buildings Pavilion for Climate Leadership in the UNFCCC Blue Zone (a destination for CEOs, policymakers, and investors to connect.) The challenge was to create a pavilion identity and visual guidelines that felt ambitious and professional, while also welcoming policymakers and partners.
Makers
We assembled a team of purpose-led designers, experienced in high-profile international events. Led by MakerChange’s Managing Director, the design team brought together corporate polish with natural tones, climate-focused visual cues, and flexible guidelines to accommodate multiple partners and campaigns. We also liaised extensively with the conference organisers to ensure designs were printed and installed correctly.
Impact
The pavilion became a focal point at COP28 for business and policy engagement, welcoming senior leaders, climate negotiators, investors, and journalists. The identity provided We Mean Business with a clear, scalable design system that elevated their presence, helped position business as a credible climate leader, and supported connections that will accelerate the clean energy transition.