At Tellart it was my role to lead the art direction and execution of the Netherlands Pavilion’s guest journey signage and didactics for World Expo 2025. As art director I lead the design of the pavilion’s didactics from creating mood boards and briefing the partnering design studio through to overseeing the work and final production. My work also included a custom pavilion stamp design, staff uniforms, coordinating with nijntje.nl to produce specialised children’s guides and finally conceptualising the design of the energy walls as part of the guest experience. By managing both the creative vision and the final media production, I ensured a cohesive visual identity across all physical and environmental touch points.