Brief Explanation

As there was nothing new about the concept of a creative organization consisting of unique individuals, the challenge for us was how to disrupt this conventional concept by developing designs that go against the generally accepted ideas of corporate branding.

The Brief

TBWA HAKUHODO launched a new creative organization called “Disruption Lab” and successfully communicated that it is a group of individuals with strong personalities based on an unprecedented branding strategy featuring innovative business cards and website.

How the final design was conceived

We came up with the idea of incorporating individual talent into our new visual identity, the “DNA ID.” To do this, we collected DNA samples from staff and transformed their personal identities into digital designs for their business cards, stationaries, T-shirts and website. This DNA design is also a digital key code to unlock individual portfolios online.

Indication of how successful the outcome was in the market

Many design magazines, blogs, online advertising news and others covered the DNA ID, attracting a great deal of public attention. Further, we successfully acquired a new client via the business card within a month after its introduction.