International Design Day: The Spaces In Between

Design is a crucial aspect of social media marketing. It can be the difference between getting lost in the algorithm and truly capturing your audience’s attention, leading to views, engagement and sales. For International Design Day 2026, the theme The Spaces In Between, recognises that design is what happens between people in the physical, digital, and emotional spaces where human connection is made possible. Take a look at some of our favourite social media campaigns that accurately reflect this theme. 

Spotify: Wrapped

Spotify’s yearly round up began in 2016 and has quickly turned into a cultural event. By sharing a personalised recap of listening habits, Spotify rewards users, reaffirms identity and encourages sharing, all while keeping people engaged between everyday listening sessions.

Wrapped turns the gaps between those sessions into a narrative. It highlights users' shifting phases, seasonal moods and evolving tastes.

It also adds emotional context by framing not just what someone listening to, but also when and why they might have listened, whether it’s late-night tracks, summer anthems, or comfort music. This helps users reflect on the experiences tied to their music, not just the songs.

Transitional design elements, such as animations, slides, and interactive elements, guide users smoothly from one insight to another, creating a continuous, engaging journey

In 2025, the mixtape inspired visuals and blending analog textures with digital design, captured the spontaneous, authentic energy of music fandom. They also brought back the iconic wrapped-edition logos, reimagining the Spotify logo in the spirit of the year’s most popular songs and artists. 

Wrapped connects personal and social spaces, encouraging users to share and compare, turning individual listening habits into a collective experience.

Coca-Cola: Share a Coke

In 2011, Coca-Cola Australia launched what became an iconic marketing campaign. With Share a Coke they transformed bottles and cans into personalised keepsakes by replacing the logo with popular first names. The simple idea resonated globally, encouraging people to connect and create memories with loved ones.

This campaign allowed Coca-Cola to stay relevant beyond purchase moments and created opportunity to spark interaction during the "in-between" moments. It's success relied on the brand's strong visual identity, With its signature red colour and design, Coca-Cola items were recognisable even without a logo.

More recently in 2025, Share a Coke made a comeback with a focus on Gen Z, who were seeking authentic connection in an increasingly digital world. Share a Coke encouraged this audience to tap into the nostalgia of personalising a can of Coca-Cola as a creative way to show their friends, loved ones and community that they see them.

This updated campaign blended digital and real-world experiences. Through the Coca-Cola app and QR codes, users could customise packaging with additional names, as well as access the “Share a Coke Memory Maker”, an interactive digital experience to create personalised videos with their own content and memes to share with friends.

Ultimately the campaign highlighted the value of human connection, using digital tools to bring people closer and turn everyday moments into lasting memories.

Bottega Veneta: Readymade 

From 2023-2024, Bottega Veneta exemplified “spaces in between” with their paparazzi-style campaign. Featuring well-known public figures like A$AP Rocky and Kendall Jenner, the imagery mimicked candid, imperfect paparazzi shots. This strategy placed the viewer on the line between private and public, where it was unclear whether the photograph was authentic or staged.

That ambiguity became the core design device and required the audience to interpret rather than passively consume. Viewers were transformed from observers into active participants, shaping a shared space of speculation across social platforms.

The photos were constructed in a way that imitated the celebrities grabbing groceries, going for a jog or even being mobbed by fans. It highlighted Bottega Veneta's newest collection in a way that made it feel relatable. 

Rather than presenting fashion as a finished product, Bottega Veneta designed an experience of uncertainty, where meaning emerges in the gap between what is seen and what is understood. This created a space for interaction, where perception, interpretation, and cultural context meet. 

FROM THE OCOCO MEDIA ARCHIVES

At OCOCO Media, we value the role of design in social media marketing and how it can create space for communities to grow and experiences to begin. Through design, we structure connection, communicate key messages, and leave space for interest to develop. 

The ‘Safe Hands’ campaign we created for a franchised Citroën car dealership in 2017 emphasised the importance of choosing an authorised repairer. With a focus on reassuring customers, we were able to develop a campaign that left space for the dealership to build connections and maintain ongoing relationships with customers. 

In 2022, we created the ‘Be a Hero’ campaign for a fostering agency aiming to reach potential carers with a bright, bold message. The design encouraged potential foster carers to see themselves as heroes, while allowing space for them to imagine themselves in the role.

The Mitsubishi At Home campaign, developed during the 2020 pandemic and subsequent lockdown, aimed to reinforce national messaging positively while building rapport with customers. At a time when visits to the dealership weren’t possible, campaigns like this created space for the client to continue nurturing their community. 

Whether it’s through targeted outreach or ongoing engagement, we believe it’s vital for businesses to create space for their communities to exist before, during, and after purchases. The campaigns brands share and the design elements incorporated play a significant role in shaping that space. 

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