o••••••s
category: Creative Agency Branding Identity/Design
role: Concept, Art Direction, Copywriting, Design
year: 2023-2024
Creating the brand identity for a creative agency can be challenging if approached from within the organization. The O's invited me to Hamburg as an independent art director, to bring an external perspective. After 10 months of collaboration, we achieved an exceptional and innovative result that truly stands out.
We live in an era of radical turn. Artificial intelligence has entered our lives, disrupting the status quo. Contemporary design institutions must take the lead in addressing this new reality.
As a strategy, I decided to leverage AI to its fullest extent, while bringing inspiration from the movies of Andrei Tarkovsky. I started by crafting a fundamental message, encapsulated in two lines: We believe in technology as the essence of humanity. We believe in human creativity as an end-to-end technology.​​​​​​​

Main logo (in the center), subbrands' logos.

It was important to build a brand architecture consisting of eight sub-brands. To achieve this, I created a dynamic system based on eight spots, each of which can be used as a placeholder for various elements.
The system has inner dynamic rules that turn the bunch of assets into an organic structure and multipurpose tool. 
All the architectural concepts were inspired by Tarkovsky's Solaris and executed using AI in a Stable Diffusion environment.
Beneath every communication, even the visual one, lies language structure.