OpenAI

Even before the arrival of ChatGPT, OpenAI was an established leader in AI research. The company's blog had served AI pioneers well, but as their ambitions grew, they needed a platform that could reach beyond AI specialists to capture a wider audience.

AREA 17 created a digital identity that clearly puts forward OpenAI’s work and mission. By dividing the website into distinct zones for research, deployment, and applications, we invited both technical and non-technical users to engage, highlighting the broad societal significance of OpenAI's work while honoring the sophistication of its technical IP.

To build trust and address public misconceptions around AI, OpenAI needed a platform that demonstrated transparency and responsibility. 

The new website provides dedicated sections and tailored pathways for scientists, enterprises, and the public. We also created an accessible research index with digestible summaries of OpenAI’s work, making complex topics accessible to a wider audience. By establishing safety and ethics as core tenets of OpenAI's work, we reinforced their leadership in responsible AI and their mission to make it safe and accessible for everyone.

As OpenAI prepared for the launch of ChatGPT, we recognized the importance of grounding the AI experience in a more human and relatable way. To encourage broader acceptance and adoption, we developed a design system that balanced technical innovation with an approachable feel. 

This included a new typeface, color palette, and visual framework in which black symbolized innovation and technical sophistication, and vibrant colors invoked a sense of accessibility. Photography played a key role, showcasing candid, warm portraits of the team to humanize the organization’s work. The resulting identity balances the complexity of AI with approachability and purpose.

As OpenAI prepared to launch new products and embrace widespread usage, it was critical that their platform and teams could handle rapid growth.

The Twill CMS implementation we put in place facilitated seamless collaboration between the company’s Communications, HR, and Editorial teams, who had to work quickly to update site content at the pace of technology and product developments. Twill helped them maintain a consistent core experience that made navigating the site intuitive with each visit.