Digital exclusion affects over 627 million people worldwide. Flawed verification technology wrongly flags them as risks. Sumsub launched Greenflag—a fictional nation representing these excluded users. The project needed a visual identity as human as the issue itself.
A partner agency began the project with a heavily digital, tech-driven direction. Futuristic typography, cold and system-like. But Greenflag isn't about technology. It's about people shut out by it. The challenge was to reset the art direction toward humanity, without losing the tech-era tension that caused the problem in the first place.
We shifted the typography toward a cinematic register, inspired by film title sequences, built around our signature mint accent. Photography turned toward real people: warm, atmospheric, grain-textured, emotionally direct. Pixelation, infographic elements, and hard-edged plaques stayed in the system—small reminders of the technology at the heart of the conflict. Video production was handled by an external studio, while we led identity, website, and campaign communications, blending real footage with AI-generated visuals to hit the vision fast and without extra production cost. The result: a human story told through the exact language that once excluded it—and a project that went on to win multiple international creative awards.
