WPP Open
Scope
Visual direction
Product launch
Digital communications
Year
2025
WPP Open is WPP’s AI platform, bringing together data, tools and workflows into one connected system.
Originally built to support WPP’s network, the platform was evolving into an external product for clients.
I led the visual direction across launch and digital applications, giving WPP Open a distinct product presence while keeping it recognisably part of WPP.
A new system built from WPP
WPP Open needed to feel recognisably WPP, while developing its own presence as a product.
I developed the existing dot system through motion, particles and more atmospheric visuals around the Open mark.
Product messaging, interface frames and workplace imagery helped show how the platform worked, rather than presenting it only through abstract AI visuals.
Scaling across product, content and events
The identity had to work across very different touchpoints: app screens, web pages, social assets, email, presentation materials and event environments.
I focused on creating enough consistency between these formats without forcing every asset to look the same. The system gave teams a shared visual logic they could apply across channels while still adapting to the context of each output.
Outcome
WPP Open launched across product, web, social, email and events with a clearer product presence as it moved from an internal platform to a client offer.
The system gave teams a shared framework for creating launch communications across formats, reducing visual fragmentation while leaving enough flexibility for the platform to grow beyond the initial campaign.
