OpenAI's site couldn't keep pace with what they were shipping. Research and products were moving fast, and the gap between what existed and what the world could see kept widening. We needed to build something that could launch a product one week and hold a technical safety paper the next, without either one looking like it was wearing the wrong outfit.

The hardest part, and the most fun, was the architecture. A product announcement and a research paper have almost nothing in common structurally, but they needed to feel like they came from the same place. We built a modular layout system and an editorial model flexible enough to give every page a shared identity while still leaving room for each story to be its own thing.

We also spent a lot of time figuring out how to get ChatGPT itself into the site, not just talked about on it. A composer on the homepage, floating prompt bar on secondary pages, smart search, read-aloud on editorial pages. The objective was simple: let people use the product instead of just reading about it. Some of this shipped, some we built and shelved for later.

For the visual language, we wanted something that felt open and calm rather than corporate or cold. We ran DALL·E 2 to generate motion-blurred floral imagery, which is much of what you see in brand today—a little soft, a little dreamy, but still clean. Art direction that brings warmth into a highly technical space.

Creative: Arietta Tetreault, Sage Brown, Juan Núñez Prieto, James Casey, Stephany Madi, Jules Cordova