Open X: Uniting agents of creative change
Open X is a new operating model between Coca-Cola and WPP. We gave it a brand built around one mark: the activated X.
Challenge
The original framework was operational, linear and complex. But Open X stood for something bigger: a culture of openness and collective creativity.
The task was to turn an org chart into something fluid and alive, that showed how creative change happens when disciplines and teams come together.
Solution
Inspired by the Open X platform “Transform Normal”, we replaced rigid process mapping with a connected, adaptive system.
At its centre sits the activated X. Generative, dimensional and always moving, it shows collision, convergence and momentum in one mark.
Bold colour, modular layouts and shape-shifting typography turn operational complexity into something people can read at a glance.
The result
The framework launched globally as part of Coca-Cola’s official Open X rollout and became embedded into day-to-day operations across teams and markets.
More than a workflow, it became a cultural tool: one shared way of working for the agents of creative change.
- My role
- Lead designer: took the identity all the way to guidelines, overseeing the 3D generation and motion work
- Agency
- Landor
- Duration
- 2-month sprint
- Scope
- Strategy, identity, logotype, motion system