Munich Youth Force
Brought by a global team of young activists, the Munich Youth Force is a youth-led space at AIDS2024 to spotlight youth in the HIV response.
This year’s team united 30 young people from over 25 countries and diverse organizations, collaborating across time zones and cultures to shape a cohesive, inclusive experience at one of the world’s largest public health conferences.
As the lead for creative direction and visual branding, I set out to craft an identity that felt both grounded and vibrant. Inspired by traditional German design principles, the visual system features a strong structure, bold typography, and intentional color pairings. We aligned our palette with the International AIDS Society’s core brand while weaving in energetic, youth-driven elements to distinguish the Youth Pavilion as a space of community, innovation, and momentum.
Creative Team
Creative Direction: Dana Won, Jenna Buchwitz
Pavilion Strategy : Alex Macleod, Edward Rudram, Tatiana Goulart, Tadek Chmiel, Joyce Ouma, Cyprian Komba, Gareth Jones, Molly Pugh-Jones, Agnes Edor, Kristopher Mills, Venecia Fernandes, Jake Atkinson, Eric Yin, Dana Won
Floor Plan : Dana Won
Branding: Jenna Buchwitz, Dana Won, Karim Adada
Lead Designer: Jenna Buchwitz, Ludivine Metenir, Tiffany Lee, Dana Won, Eric Yin
Copywriting: Eddy Rudram, Gareth Jones, Molly Pugh Jones, Priscilla Ama Addo
Photography: Dana Won
Environmental & Spatial Design
The Youth Pavilion wasn't just a booth—it was a full-scale branded environment within the AIDS2024 exhibition hall. I approached the space with two key goals in mind: maximize visual storytelling across every surface, and ensure the physical flow encouraged interaction, reflection, and comfort for all attendees.
We designed specific areas to meet a wide range of needs:
Mainstage for daily programming and performances
Yoga room & PLHIV room offering privacy and safety for people living with HIV
VIP Room for meetings between youth leaders and global stakeholders
Game Zone | Art & Advocacy zone, where attendees could co-create posters and answer prompts like “Who do you advocate for?”
Exhibition Zones (Podcast & Video Booths) for the co-lead organizations to help with maximizing International programming
The creative vision for the Youth Pavilion extended across every touchpoint—digital, physical, and experiential. The goal was not only to create a visually cohesive space, but also to make it functional, inviting, and rooted in youth-led advocacy.
Branded graphics and content templates were created for pre-conference promotions and daily event highlights across all channels.
Dedicated wall panels included brief intros to our partner organizations, making it easier for youth to network, learn about career or advocacy opportunities, and connect with professionals and orgs from across the world.
Exhibition areas for Y+ Global and LetsStopAIDS were designed with their unique goals in mind: Y+ Global hosted a podcast booth focused on youth dialogue, while LetsStopAIDS curated a museum-style exhibition and a video booth for youth voices to be recorded and shared.
A key part of the visual strategy was maximizing meaningful representation of our partner organizations—not just placing logos, but integrating them into storytelling.
The Advocacy Zone was an integral part of our pavilion design - allowing delegate from all walks interact share their story real time.
The stacked 2x2 ft. boxes served as the Pavilion's visual anchor, displaying advocacy messages, illustrated characters, and key themes that attendees could engage with up close.
Other Work
Papaya
Branding, Creative Direction
NoTimeToWait
Branding, Creative Direction
let’s
(connect)