UnderStory’s challenge was to put the like-minded people from diverse backgrounds and industries through co-creation projects, workshops and events. The visual messages had to be clear, attractive and welcoming for designers, developers and business people, while keeping the diversity and vibrance.

Every visitor is a stranger in the first day at UnderStory and we know that. We want them to feel more welcomed from the moment they step into the space. Even with 1-on-1 tour of the space, people easily forget most of the information and we don't want to scare them with overwhelming amount of information from the beginning. At the same time, we tried to give a sense of belonging to the co-creators with personalized ID card and guidebook.

Storytelling has been the most effective way of communication as can be seen from books, journals, movies and others. When it comes to digital storytelling, however, it has to be short, strong and visual. This was not only to attract more co-creators but also to inspire and encourage potential co-creators in other countries to step out and start building their dream into reality.

Many people have their own dreams but mostly doubt about them, feeling not comfortable to share with others thus not being able to even start doing something about it. We designed programs, space and social media content with visual messages of ‘have a laugh’, ‘no one bites you’, ‘you are not the only dreamer’.