Initiated by Georg Vrachliotis, The New Open unlocks a new data culture that will radically transform architecture. A plethora of renowned cross-disciplinary experts, including MIT's Civic Data Design Lab, Harvard University, Foster + Partners, MVRDV, OMA and Snøhetta, contributed to its kick-off live happening.

Given the complex cross-pollination of ideas coming together in The New Open, it was imperative to articulate its vision in a manner that was both accessible and inspiring, aiming to reach a broader audience outside academia. I lit the path for this highly complex project’s ability to offer an immersive experience through an impactful visual identity, relatable tone, aesthetic, narrative and messaging. After an incubation period of strategic advice and in-depth reflection, we developed The New Open's conceptual foundation based on four values: accessibility, functionality, optimism and inclusivity.

Along with creatives from my network, we crafted an alluring narrative conveyed through a website, social media and the inaugural event. To give form to the conceptual nature of open data design, we created an architectural visual identity and an image-heavy introductory campaign paired with an empathy-driven, sensuous narrative.

The launch was very successful, attracting a diverse audience spanning students, architects, computational designers and academics and a fast-growing social media following.