Encoded_meaning
Can the features of a letterform be used to encode hidden data and meaning?
Encoded_meaning is a exploration in design, computational cryptography, computer vision and information dissemination through radically offline networks.
At its core, the project allows for a seemingly innocuous message or body of text to be cryptographically encoded with hidden meaning and shared in broad daylight without fear of interception.
The project is a study in how sensitive information can be shared in a highly public forum with little concern for information leakage or interception.
This work was completed as part of my Masters thesis at NYU ITP/IMA and researched while embedded at NYU Shanghai, NYU Berlin and NYU NYC (completed 2025).
CREATIVE DIRECTION • INTERACTION DESIGN • UI/UX • RESEARCH • SOCIAL JUSTICE
Team
Creative Director: Steven Jos Phan
Experience Design Architect: Mike Lim
Head of Design, Meta Reality Labs: Teemu Suviala
Customer Experience Design Lead: Jason Fruy
Delivery Lead: Catie Joos
Interactive Producer: Hannah Gray Dubrow
Program Manager: Lauren Wong
Program Manager: Javier Fernandez
Operations Director: Eduardo Cruz
Creative Agency Partners: Moniker, DeepLocal, MediaMonks, AKQA, Scout House, Gensler, Universal Design Studio
Press
Dezeen — Meta to open first physical retail shop for virtual reality products
The Verge — Meta is opening its first retail store next month
Techcrunch— Meta wants to sell you the Metaverse
Adweek — The first foray into physical retail space for Facebook’s parent company
Protocol - Meta opens first retail store to sell VR hardware
Fast Company - Meta’s first store takes on a basic problem with selling new tech