Build Ukraine Back Better: a roadmap for sustainable recovery

The challenge

A multi-stakeholder reform roadmap of this scope tends to be read by the people who already agree with it: the specialists who participated in writing it. The communications challenge was to make the document’s structure visible enough that a Ukrainian decision-maker, a Brussels desk officer, or an NGO partner could find the recommendation that mattered to them in under two minutes — without flattening what the roadmap actually says.

The approach

I built the launch around the document’s strongest organising idea — six sectoral reform tracks — and designed the page graphics, social explainers, and an explainer video to lead readers into that structure. A five-part Bluesky launch thread translated each sectoral recommendation into a single readable paragraph. The video carried the policy narrative for audiences less likely to read the roadmap end-to-end.

Key outputs

• Visual communications strategy across seven page graphics
• Long-form explainer video carrying the six-sector structure
• Five-part launch thread on Bluesky
• Supporting LinkedIn and Instagram packages

Why this case study

It’s a clear example of policy-comms as design work: making the structure of a long document legible at a glance so the recommendations actually land.