Example is a culture agency that was always reinventing itself, and struggled with sticking to a brand identity.
So what if we created a brand identity that never stays the same?
To symbolise culture’s transience, we created a fluid identity system that’s ever-evolving.
My role was ideator and creative director.
The logo and a universal framework act as a blueprint for the brand identity.
These elements are then reinterpreted in endless iterations by creators, designers, animators and AI artists, creating a metamorphic universe that’s built by the participants of culture.
As more creators work on future iterations of the brand identity, it will continue to evolve and shift over time - a living creature of its own.
