A regional brand for a shared European journey
EU with YOU is the European Union's new regional communication campaign across the Western Balkans, and Koperativa designed the brand identity behind it. The brief was as ambitious as it gets: build a single, coherent visual and verbal language that brings the European Union closer to people across six markets, in every format and every language the campaign will live in.
What we delivered is a complete identity system, strategic, creative, and built to last.
The idea: a star, redrawn as movement
The starting point was a question. What does the EU actually feel like in the Western Balkans? Not as a flag on a building, but as a force people experience in their daily lives, in roads built, jobs created, institutions that work.
The answer became the foundation of the identity: a star formed by interconnected arrows. A reinterpretation of the traditional EU symbol, redrawn as something dynamic and directional. The arrows point inward, representing paths, communities, and cultures aligning around shared values. Together, they communicate partnership, momentum, and a region in motion.
The system: flexible and always familiar
A regional campaign needs a brand that can travel. EU with YOU lives across six markets, multiple languages, and every format imaginable, from billboards in capital cities to social posts in small towns, from podcast covers to merchandise. Every element of the system was designed with that flexibility in mind.
What we built:
Logo system — full colour and monochrome variants, vertical and horizontal lockups, with a defined logic for how the mark behaves across contexts.
Colour architecture — a primary palette anchored in EU blue, paired with three distinct cluster palettes (warm yellows for economic development, cool blues for the rule of law, deep greens for infrastructure) that signal subject matter at a glance.
Typography — Selecta as the primary typeface for character and personality, Barlow as the secondary for clarity and scale.
Motion — intro and outro animations that bring the star to life, designed to anchor every video, ad, and broadcast moment.
Extended applications — podcast branding, a Day in the Life TV series treatment, merchandise, social media templates, and outdoor advertising layouts. Plus identity extensions for Europe Day and the WeBalkans Content Hubs.
Three clusters, three creative worlds
The campaign speaks through three thematic clusters, each with its own positioning, narrative rationale, and creative approach:
Economic Development — covering jobs, youth, SMEs, innovation, and cost of living. Visual world: warm, human, observational. Storytelling that shows initiative and momentum.
Infrastructure — covering transport, energy, the green transition, and digital and public space. Visual world: open, tangible, lived-in. Storytelling that translates investment into everyday ease.
Fundamentals — covering the rule of law and the institutions citizens rely on every day. Visual world: clear, considered, trustworthy. Storytelling that frames reform as a chain reaction people can see.
Each cluster has its own visual treatment — but they all share the same DNA. A billboard in one market and a social post in another still feel unmistakably like the same campaign.
The work behind the brand
This identity is the result of months of strategic and creative work by the Koperativa team. It started with research, conversation, and a genuine effort to understand what the EU's presence in the Western Balkans actually looks like on the ground. From there, the design process was deliberate: stripping the EU symbol down to its essence, asking what movement should look like for a region in transition, and rebuilding the mark as something dynamic, directional, and ours to own.
That's the kind of work Koperativa is built for, turning complex institutional briefs into ideas people actually connect with. EU with YOU translates everything we've learned across years of EU communication into one of the most ambitious regional identities we've ever delivered, and it sets the bar for where we're taking this work next.
