UK Expo Osaka

Video Games Transforming Lives

Brand Identity
Art Direction
Illustration
Exhibition Design

Client: National Videogame Museum

Photography courtesy of the UK Expo, Osaka

World Expos, held every five years, are platforms for education, collaboration, and cultural exchange. They bring together nations, organizations, and the public to address global challenges.

As part of the 2025 World Expo in Osaka, the National Videogame Museum participated in the Partner Exhibit Initiative to spotlight the talent, creativity, and innovation that define British game development.

We were tasked with developing the full visual brand look and feel, along with the exhibition design and production, and delivering on-site installation in Osaka—bringing the passion and expertise of UK gaming and design to a completely new audience.

Upon completion, the exhibition achieved the highest attendance of any UK Pavilion event to date, welcoming more than 118,000 visitors over seven days.

The exhibition focused on the impact of video games and comprised three distinct areas that encouraged visitors to play, learn, compete, and connect.

A bespoke exhibit was curated in collaboration with the UK charity SpecialEffect, showcasing the charity’s EyeMine 2 software, which enables people with physical disabilities to play Minecraft using only their eyes.

Each of these games featured unique graphics, icons, and features that we incorporated into the design—familiar stacked iconography and gaming patterns that would appeal to visitors and reflect the diversity of the content.

This visual language was used to promote the exhibition via print and online by partners and brought through to the whole exhibition design in 3D.