Deliverables
Visual Identity
Video
Social media
Design

Summit of the Future Campaign – Shaping our world together.

Recognising the urgent need to address global challenges and build a more sustainable and equitable future, the United Nations partnered with Rooftop to develop and roll out a global awareness campaign for the Summit of the Future.

The Summit, held from 20-23 September 2024, brought world leaders together where they were called upon to make tough choices – to pave the way for global peace and prosperity, restore our planet, promote digital transformation, protect human rights and safeguard the future for current and future generations.

Emphasising the urgent need to address complex global challenges.

Rooftop was challenged with creating a powerful and engaging comprehensive campaign that would resonate with leaders as well as diverse audiences worldwide.

The campaign needed to:
• Raise awareness about the global significance of the Summit of the Future and emphasise the once-in-a-generation opportunity for world leaders to gather together and plan a more sustainable future for us all. The event focused on the world’s biggest challenges from conflict and climate change to the influence of digital technologies on our lives.

• Inspire action: Motivate individuals, organisations, and leaders to actively participate in the Summit’s agenda and achieve the goal of adopting the Pact for the Future.

Audiences included:
• Influential thought leaders and civil society organizations
• Youth and student leaders
• Media outlets and journalists
• Influential business leaders and private stakeholders
• The public at large

A powerful visual language:

The design team developed a distinctive visual identity for the Summit, using a vibrant colour palette of blue and yellow against a clean white background.

Arrows which symbolise direction, purpose, and progress, were prominently incorporated as visual cues to reinforce the Summit’s messaging around urgent, collective action to build a more sustainable future

The visual identity extended to various event branding elements, including merchandise, displays, signage, and print materials.

Inspiring delegates through visual storytelling:

The venue itself was transformed into a powerful communication tool.
Bold statements aimed at leaders encouraged collaboration and urgent action. These were strategically displayed throughout the space, creating a visual journey for delegates.

The bilateral hallway leading to conference rooms featured artwork with key statements and quotes from historic UN events, reminding delegates of the Summit’s vision and the importance of their role in shaping a more equal, peaceful and sustainable future.

Hero video: A call to action

The video team produced a high-energy, visually captivating hero video to capture the Summit’s overarching message – the transformative power of international cooperation.

Informing and engaging diverse audiences.

To introduce a wide range of audiences across the globe to the Summit’s key themes, explainer videos were created in close collaboration with the UN Summit team.

These videos addressed critical topics including:

The explainer videos aimed to make complex topics accessible and engaging for all audiences, and called on viewers to find out more about the Summit’s agenda and its potential impact on their lives.

The short-form videos were designed to have a consistent visual style and narrative, reinforcing the campaign’s identity while educating audiences on unique and complex topics.

Additionally, the videos are evergreen, and will continue to provide value beyond the Summit itself.

Towards our common future.

By creating a strong brand identity, designing impactful visuals within the event space, and developing persuasive video content, Rooftop effectively communicated the significance and impact of the Summit of the Future to audiences and delegates.

The Summit of the Future also resulted in the successful adoption of the Pact for the Future including a Global Digital Compact and a Declaration on Future Generations.