Minerals for mobility

OBJECTIVE: In partnership with Amigo agency in London, I was asked to develop a strategic naming and brand identity design exploration for a new EU backed lithium mining joint venture in Serbia. Starting from a blank slate, the project created several distinct brand concepts designed to position the venture as a symbol of innovation, economic growth, and sustainable progress for Serbia. The work reimagined perceptions of mining by moving away from traditional industry stereotypes and establishing a future-focused identity system capable of living across environments, operations, products, communications, and community engagement.