WPP Open
A SYSTEM BETWEEN PRODUCT AND BRAND
The platform required a visual language that could function across interfaces, marketing and communication without fragmenting.
Existing approaches didn’t provide enough structure to maintain consistency across these different contexts, especially as the platform expanded.
DEFINING A SHARED LOGIC
The work focused on establishing a system that could align product and brand into a single visual language.
Rules for composition, hierarchy and motion were defined to create consistency across touchpoints, while allowing enough flexibility to adapt to different use cases.
SCALING AN EVOLVING SYSTEM
The identity extends across the website, platform surfaces, campaigns and content, supporting a growing ecosystem.
The system allows WPP Open to evolve without losing coherence, maintaining clarity across a complex environment.
