Shaping a collective expression for the Nordic Circle

The five Nordic nations — Denmark, Finland, Iceland, Sweden and Norway — are collaborating around a joint pavilion for the 2025 World Expo in Osaka. Tasked with creating an identity that bridges Nordic and Japanese cultural values, we developed a visual and verbal framework that celebrates collective progress. The resulting identity system embodies the powerful platform “Together Towards a Better Future” — a testament to the Nordic countries’ commitment to global collaboration and sustainable development. Through careful consideration of collectivist principles, we crafted an identity that speaks to shared values of trust, generosity, and mutual support. The pavilion identity serves as a cultural handshake, inviting meaningful dialogue and knowledge exchange between nations, ultimately demonstrating how unified action can drive positive change on a global scale.