Boris Ljubičić is a recognized explorer of visual communications and design. His radical works, which have over the years become more moderate, have widely been used in the Croatian reality and beyond. His first big project was the visual identity for the 8th Mediterranean Games in Split in 1979 and the flag and the logo from that project became a permanent symbol of sports games on the Mediterranean. His search for complete solutions and their wide application is a civilization leap into the future. His international reputation is built on Croatian motives, local language and culture, which he promotes as one of the World’s most significant traditions. His works cover all of the design categories: visual identity, typography, billboards, books, TV and web-design. His works are dissimilar, challenging and confusing. He was the first to introduce the term visual communications into Croatian design. His works are exhibited on half a dozen most significant international competitions, and regularly appear in international magazines, yearbooks and specialized publications that influence the future of the design. As an author originating from a so-called transitional country, he dedicated his efforts to sports, culture, economy and politics. His most important project since 1990 has been creating visual identity of the Republic of Croatia. In his quest for the Croatian visual identity, he sacrificed his creativity and dedicated himself to a higher goal. His international diversity is not a style or “handwriting”, but a concept aimed to form a public opinion. In 2002, he initiated the idea to create a visual identity for our continent – EUROPE 2020. His STUDIO INTERNATIONAL is not named after an author or owner. He was the president of the Croatian Designer’s Association (2003. – 2005.) and the initiator of the Croatian Design Centre. He won more than a 100 international and national awards and recognitions.