The key objective was to create a typographic corporate identity that embodied the agency's uniqueness. That WAS the agency's uniqueness. Generative corporate identities are nothing new. The difference is they are actually all random. Iterations can still be identical. So, creating something that is always truly unique is not easy. This was the biggest challenge.

In order to achieve an always unique CI, we looked to the most effective creator of uniqueness on the planet - nature. By building a software ecosystem based upon nature's genetic algorithm our corporate identity could mate and evolve over generations to produce an infinite number of variations. It could have sex. A dynamic typeface for the letters P,U,N and K was created with a visual render pipeline. Every aspect describing the letters and how they are rendered is defined in binary DNA. Genetic algorithms were used to create new offspring - with its own DNA. Generation after generation.

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