Overview
OPENAI · Brand & digital experience
OpenAI
A new era of intelligence.
At OpenAI, I helped shape the brand’s digital experience, turning OpenAI.com and its non-product platforms into a compelling, interactive expression of the company’s mission.
I joined during a formative period as Creative Director for Interactive Digital Platforms, leading the vision, design, and execution of experiences that informed, engaged, and inspired global audiences.
My approach combined design, interactive storytelling, and close technical collaboration. Working across engineering, marketing, and communications, I helped build a scalable digital ecosystem that translated complex research and products into clear, human-centered stories.
Strategy
Business strategy
Redefine OpenAI.com for a product-first era.
As OpenAI evolved from a research organization into a product company, the website needed to become more than a visual refresh. The new experience had to make products easier to discover while preserving the depth and credibility of OpenAI’s research.
The work rethought the site’s information architecture, interaction patterns, and opening story, moving from a static institutional presence toward an immersive, useful platform designed around how people actually arrived and what they needed next.
The challenge
SEO data showed ChatGPT was the primary route into OpenAI.com, yet the homepage did not clearly connect the product to the company. Visitors could mistake the page for the wrong destination and leave.
The response
We brought ChatGPT and the wider product family to the front of the experience, creating clearer paths into Sora, the API platform, research, and company stories.
Content
Content strategy
Make complex AI feel human, useful, and immediately understandable.
A discovery and content audit reduced repetition and gave every page a clearer purpose. The new Stories section shifted the narrative from technology alone to the people using ChatGPT and Sora in their work, craft, and everyday lives.
Art direction
A modular visual system
A visual system that blends technology and creativity.
Motion, interactive demonstrations, illustration, photography, generated imagery, and data-led graphics formed a modular visual system. Together they made advanced ideas approachable without flattening their complexity.
Impact
Result & impact
A clearer product story strengthened engagement, discovery, and adoption.
By combining a refined brand identity, an updated UX strategy, and deliberate experimentation with interactive storytelling, OpenAI.com became a more cohesive, product-driven experience.
The final system brought products, research, and user stories into one legible journey, helping the brand feel as advanced, useful, and human as the technology it represents.
Product-first platform
The homepage and navigation created immediate recognition, clearer wayfinding, and a more direct route into OpenAI’s core products.
Human-centered stories
Real user stories grounded AI in lived experience and made the product ecosystem more relevant to consumer and business audiences.
A flexible visual system
Generated imagery, photography, illustration, motion, and data visualization could flex across launches, research, and editorial content.
One digital ecosystem
Shared patterns and a modular framework created visual cohesion across a fast-moving range of stories and product moments.
Engagement & time
Average engagement and time on site increased as the redesign encouraged deeper interaction and exploration.
Discoverability
A clearer information architecture helped people navigate OpenAI’s expanding product suite with greater ease.
Growth conversion
Product storytelling and clearer paths increased adoption across ChatGPT, Sora, and the OpenAI API platform.
Brand awareness
Media attention and industry recognition reinforced OpenAI’s position as a leader in AI innovation.
