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. My work was in overseeing everything from initial art direction mood boards and partner design studio briefings to the final production of signage. My work also included a custom pavilion stamp design, staff uniforms, as well as coordinating with nijntje.nl to produce specialised children’s guides and finally conceptualising the energy walls as part of the guest experience. By managing both the creative vision and the final media production, we ensured a cohesive visual identity across all physical and environmental touch points.