Europe at street level
EU Presidency
– Campaign design
– Art direction
– Visual identity
In 2025, Horsens was a host city during Denmark’s Presidency of the Council of the European Union. A political event that could easily feel far removed from everyday life — but shouldn’t.
The identity combined the authority of the EU with an open and playful expression. Not to make it feel less important, but to bring it closer to people. The visual universe was brought to life across banners, posters, urban graphics, digital campaigns and social media.
The result gave Horsens a distinct profile as a host city — and turned the EU Presidency into something people could see, experience and take pride in. Not only as politics, but as an event that belonged to them.
Building a host city identity. In 2025, Upland Studio created the visual identity and campaign concept for EU in Horsens — the City of Horsens’ programme during Denmark’s Presidency of the Council of the European Union. The Presidency had to be felt throughout the city, not simply understood as politics.
The identity balances the authority of EU blue with an open, local expression. It was brought to life across posters, banners, urban graphics, merchandise and digital campaigns. The result is a design that positions Horsens clearly as a host city while bringing the EU Presidency closer to its citizens.
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Upland Studio ApS
hello@uplandstudio.dk
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