The World Design Capital is a city promotion project celebrating the merits of design. Held biennially, it seeks to highlight the accomplishments of cities that are truly leveraging design as a tool to improve their social, cultural, and economic climate throughout a year-long program of design-related events.
After successfully completing the application phase in 2009, Kokoro & Moi was invited to continue working with World Design Capital Helsinki in 2012; brought in to develop the identity concept, visual identity, communication design, advertising, and several design projects from product to spatial and interactive design. The main themes for the WDC Helsinki 2012 year were Open City, Global Responsibility, and Roots for New Growth. World Design Capital Helsinki 2012 events, exhibitions, and locations attracted nearly one million visitors. 2,800 events were organized throughout the year and the program included 580 projects.
The World Design Capital Helsinki 2012 visual identity was built around the idea of openness. Citizens were taken to the center of design and problem solving to develop ideas and solutions further. The brand identity featured hundreds of graphic interpretations of the main themes (Open Helsinki—Embedding Design in Life, Global Responsibility, and Roots for New Growth), designed in Open Identity Workshops by people from all ages, nationalities, and different backgrounds. The identity changed its look across mediums and events as more graphics fed in—it represented the open source idea in the form of an identity system.