The World Design Capital is a city promotion project celebrating the merits of design. Held biannually, 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 programme of design-related events.

After successful work in the application phase in 2009, Kokoro & Moi continued with World Design Capital Helsinki 2012 by developing the Open Identity concept, visual identity, communication design, advertising and several other design projects from product to spatial and interactive design.

The visual identity of the World Design Capital Helsinki 2012 was built around the idea of openness. Citizens were taken to the centre 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 the Open Identity Workshops by people of all ages, nationalities and other different backgrounds. The identity changed its look between media and events as more graphics were fed in, representing the open source idea in the form of an identity system.

The World Design Capital Helsinki 2012 initiative celebrated openness by taking citizens to the centre of the visual identity process and asking them to create a symbol or graphic for a world capital of design. This was done through multiple workshops executed as open platforms for experimentation and participation for all people. In parallel with this non-professional approach, established designers were invited to join in the creation of official WDC Helsinki 2012 products.

The same brief that was given to people at Open Identity workshops was presented to a group of Finnish designers – including architects, graphic designers, industrial designers and textile designers such as Vuokko Nurmesniemi, Kustaa Saksi, Oiva Toikka and Tuomas Toivonen. A collection of products ranging from clothing to various accessories featured the final artworks by group members. Alongside this ‘pro collection’ a series of products were created celebrating the general public's work as well. These included various collectibles for home – and especially for the children’s' rooms.

Paviljonki (Pavilion) was an open-to-all space between the Museum of Finnish Architecture and the Design Museum, celebrating World Design Capital Helsinki 2012 with daily discussions, workshops, and socializing with food, music and film.

Designed at Aalto University’s Wood Programme, Paviljonki was a showcase of Finnish sustainable wood architecture and it was realised by WDC Helsinki 2012 in collaboration with Aalto University, the Museum of Finnish Architecture, the Design Museum and UPM with a programme coordinated by Demos Helsinki.

Kokoro & Moi is responsible for the Paviljonki identity as well as art direction of the ad campaigns, publication & print design and information graphics. The identity is aligned with the WDC Helsinki 2012 brand, focusing mostly on the vivid colour palette and the triangular shapes visible in the Paviljonki architecture and layout.