WHO Global Health Summit

Second WHO Global Summit on

Traditional Medicine

STRATEGY + BRAND IDENTITY + VISUAL SYSTEM + UX&UI

The second WHO Global Summit on Traditional Medicine the central narrative — Restoring Balance — through a cinematic synthesis of nature, science, and human systems. Built on the Fibonacci spiral, the film visually articulated how Traditional Medicine aligns with evidence-based science, positioning balance not as a metaphor, but as a measurable global health principle.

55,000+ sq.ft

Summit conference area

188K

Website page views

1200+

In-person attendees

111

Stakeholders involved

100

Countries

783K

Social media reach

3+ billion

Media reach

Impressions

The Fibonacci curve, a naturally occurring form, symbolizes the intersection of nature and mathematics—mirroring how Traditional Medicine aligns with evidence-based science. Beyond a mathematical pattern, the logarithmic spiral is a living symbol of Nature’s rhythm, purpose, and balance. From the spirals of a nautilus shell to galaxies, the curve is found across the cosmos. Very simply, it is living proof of how nature and science are inseparable.

Our work for the WHO Global Summit on Traditional Medicine extended beyond a single graphic into a cohesive visual and spatial system. Built on the core identity, the design translated themes of balance and continuity through Fibonacci-based geometries, clear layouts, and a restrained, nature-led palette that bridged tradition with contemporary practice.

Opening ceremony

The Second WHO Global Summit on Traditional Medicine opened at Bharat Mandapam, New Delhi, bringing together global leaders, scientists, Indigenous practitioners, and policymakers from over 100 countries. The vision for the Summit on the theme of Restoring Balance was brought alive through an installation titled Aasmaniyat, inspired by the tattvas—the elemental forces shaping all matter from cells to galaxies. The immersive performance for Aasmaniyat was conceptualised and produced by CROW, whose choreography, movement, and stagecraft translated this philosophy of balance into a living, breathing experience. The installation expressed how balance is in continuous evolution, forming and re-forming in the natural world, reflecting on humanity’s place within this interconnected cosmic and biological equilibrium.

Merchandise for delegates

The delegate merchandise suite extended the summit’s visual identity into functional, sustainable keepsakes. Designed with Fibonacci-based geometry and a nature-led palette, items like scarves and eco-printed bags carried symbolic balance into everyday use. Produced using natural dyes and
eco-friendly fabrics, the merchandise embodied the summit’s values of sustainability, continuity and care — serving not merely as souvenirs but as tactile reminders of a global movement to harmonise traditional knowledge with contemporary practice.

The progression of the curve is such that each step builds on the previous one. It is inherently holistic, with an additive philosophy that manifests as an organic rhythm. Its spiral progression reflects holistic growth, and this visual metaphor captures the Summit’s purpose: Restoring Balance (the science and practice of health and well-being)

Floating wall canvases made from ecofriendly materials like Jute and Eco-Flex created layered, textured walls around the conference halls. These installations fostered dialogue among delegates from over
100 countries, encouraging respectful knowledge exchange with Indigenous Peoples and across diverse paradigms.

A modular, plug-and-play visual system was developed to support content across six
official WHO languages and Hindi, enabling seamless localization without compromising design integrity.

1024 metres in total length.

A single point of entry for over 15,000+ online
attendees from across the Globe.

A 4 stage micro-site rollout, catering to multiple functionalities as
Live-streaming, public surveys, mini-events at the conference, Q&As, & more.

The digital experience was designed as a unifying platform that extended the Summit beyond its physical boundaries. The microsite functioned as a central access point for global participants, enabling real-time engagement through live streams, multilingual content, interactive surveys, and on-demand sessions. By aligning interface design with the Summit’s core visual language, the platform ensured continuity between physical and digital experiences, creating a seamless ecosystem for learning, participation, and dialogue.

Information architecture prioritized clarity and accessibility across diverse cultural and linguistic contexts. Content was structured through intuitive navigation flows, allowing users to explore sessions, speakers, and knowledge resources without friction. The design balanced institutional credibility with human-centered usability, ensuring the platform remained inclusive for policymakers, practitioners, researchers, and the public alike.

Closing ceremony

The closing ceremony, which was attended by Prime Minister Narendra Modi, WHO Director-General Dr Tedros Adhanom Ghebreyesus, and global health leaders, marked a global commitment to advancing Traditional Medicine through evidence-based, inclusive, and people-centred systems.

PM Modi announced fresh initiatives including the My Ayush Integrated Services Portal and the Ayush Mark as global quality benchmarks. The Bloom performance was created and delivered by CROW, whose expressive choreography and visual storytelling brought this moment of renewal and hope to life on stage.

“The identity system scaled across physical, digital, broadcast, and experiential
layers — reaching 15,000+ online participants and 100+ country delegations.”

Gallery

Gallery 6

The WHO Traditional Medicine initiative spanned the Summit, Expo, and AYUSH Pavilion. View each section to see how the design system adapted across scales while maintaining clarity and coherence.