WPP Open became a central part of WPP’s evolving AI proposition, requiring a digital language that could scale consistently across website, campaigns and communication touchpoints.
A unified digital language
WPP Open required a visual language that could support both product and marketing experiences without feeling disconnected.
The challenge was to create a system that felt clear, contemporary and adaptable across very different types of content and formats.
Guidance developed during the transition of the WPP Open visual system
Shaping the visual system
The work focused on defining the platform’s visual presence across web experiences, launch campaigns and content systems.
The visual language explored fluid, generative forms and atmospheric digital environments to reflect the adaptive and evolving nature of the platform.
The result was a more connected and adaptable digital identity across the platform’s evolving visual ecosystem.
The result was a more connected and adaptable digital identity across the platform’s evolving visual ecosystem.
A modular messaging component designed to adapt copy dynamically across different contexts while maintaining a consistent visual structure
