TBWA Hakuhodo launched a new creative organisation called 'Disruption Lab'. We needed to communicate that it is a group of individuals with strong personalities based on an unprecedented branding strategy featuring innovative business cards and website. So we incorporated individual talent into business cards: the 'DNA ID'. We collected DNA samples from staff and transformed their personal identities into digital designs for their business cards and website. To do this, we used a specially developed computer program to create a graphic design based on each individual’s unique DNA code. The designs were printed on each member’s business card and serve as a digital key to access the member’s profile and portfolio page on the Disruption Lab website. Card recipients can view creative works from each member online by holding their card over a web camera.

We wanted to incorporate individual talent into business cards, the DNA ID. We collected DNA samples from staff and transformed their personal identities into digital designs for their business cards and the website. To do this, we used a specially developed computer program to create a graphic design based on each individual’s unique DNA code. The designs were printed on each member’s business card and serve as a digital key to access the member’s profile and portfolio page on the Disruption Lab website. Card recipients can view creative works from each member online by holding their card over a web camera.

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.