Nova pismenost
USAID Serbia · 2019–2023
Building a national platform for media and digital literacy
Nova Pismenost is a multi-year national initiative designed to improve media and digital literacy across Serbia.
The project combined large-scale campaigns, educational platforms, partnerships with institutions, and content systems targeting citizens, businesses, and public administration.
Context
Short TVC communicating stats from the research done in preparation of the project. Part of a series of 10 short videos.
In an increasingly complex digital environment, media and information literacy became a critical societal challenge.
Public understanding of digital ecosystems, misinformation, and responsible media consumption was limited across multiple audience groups — from students to public institutions.
The initiative aimed to address this gap through a scalable, multi-layered communication system.
Challenge
A series of kinetic typography videos made for an online campaign targeting parents.
Design a cohesive visual and communication system capable of:
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addressing diverse target groups
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supporting multiple campaigns and formats
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maintaining consistency across digital, events, and educational materials
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balancing institutional credibility with accessibility
My Role
Led creative direction and design across the entire project lifecycle.
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Defined visual identity system
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Directed campaign visuals and communication style
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Designed key digital and print materials
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Ensured consistency across all touchpoints and multitude of sub-projects (project “brands”)
Outdoor campaign conducted in five of the largest cities in Serbia.
Insight
Media literacy communication often feels institutional and distant.
To effectively engage diverse audiences, the system needed to feel dynamic, accessible, and relevant. All without losing credibility.
Outdoor campaign for Influence Academy
Solution
A series of brands was developed in order to appeal to specific target groups.
Developed a modular visual system that could scale across campaigns, audiences, and formats.
The system was built around:
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bold typography for clarity and impact
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strong color coding to differentiate content streams
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flexible layouts adaptable to digital and offline formats
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a visual language that bridges institutional trust and contemporary culture
Multi-year National Campaign
Digital Expedition
Winner of the Žute Patalone STATUE CAMPAIGN WITH PURPOSE, 2023.
Branding / Digital Campaign
Influence Academy
A multi-year series of educational workshops and group activities for social media influencers in Serbia
Digital Ecosystem
Designed digital assets and platforms that supported content distribution, engagement, and education.
The system allowed seamless integration of:
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educational resources
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campaign content
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user-focused materials
Designed a series of social media posts for a colab between Konstrakta and Influence Academy
Significant media presence achieved with over
traditional media appearances and multiple 360° campaigns
Impact
1,799
Received endorsement from the Serbian Regulatory Authority for Electronic Media (REM) as being of national interest, leading to widespread airing without cost.
Generated an impressive total reach of
90 Mil.
people through traditional and social media channels.
Digital campaigns reaching a cumulative
45 Mil.
people across platforms like Facebook and Instagram.
Scale
A multi-year initiative involving multiple stakeholders, platforms, and communication channels, requiring a scalable and adaptable design system.