One week. Six events. One distinctive visual system.

Estonian Defence Week brought together thousands of participants from 56 countries, uniting six major defence and security events under one shared framework.

Our task was to turn that complexity into a coherent visual experience.

We created a flexible visual event system that extended across the entire visitor journey — from accreditation, badges and wayfinding to exhibition stands, information graphics and large-format stage screens. Every touchpoint had to make information easier to navigate while keeping the Estonian Defence Week identity consistently visible and recognisable.

As the programme unfolded over several days, different events and audiences also needed to be clearly distinguished. We introduced controlled colour variations within the same design language, allowing elements such as badges and event graphics to signal different days and programmes without breaking the overall visual coherence.

The result was a unified visual system connecting brand, information and space into one recognisable event experience.

Team

Lead Event Designer: Risto Luhalep, BrandNew
Producer: Kingent Management
EDW visual identity: Martin Lazarev