Digital Campaign — 2023

Common Ground

A campaign that turned a city's unused land into something residents could claim, plot by plot.

Role — Design Lead

Overview

The municipality held four hundred small parcels of unused land. Residents could apply to use them, but almost nobody knew that.

Common Ground put every parcel on one map, gave each a plain-language card, and made applying a five-minute job.

Challenge

The source data was accurate and unreadable — parcel codes, zoning classes and a PDF form that asked for a land registry number most applicants had never seen.

Approach

Every parcel became a card with three facts: how big, what you may do there, and who to ask. Everything else stayed one tap away.

Outcome

Over eleven hundred applications in the first season, from a programme that had averaged forty a year.

Details

Client: City of Aarhus
Year: 2023
Timeline: Six months
Services: Design lead, campaign, product
Recognition: Danish Design Award, nominee

Selected images

Parcel cards, at the size they were printed.

Poster series for the four city districts.

Next project

Digital Product — 2026

Northline

A journey planner for a Nordic rail operator, rebuilt around a single clear question: when do I leave?

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Taking on select projects from September 2026

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