We created the first brand identity that responds to feelings

On their website the agency then created an Empathy Engine – a live artistic algorithm that uses the power of IBM Watson to follow, through textual analysis on Twitter, the moments that are moving people all over the world.

In this way, the branding also changes in real time to portray the world’s emotions, as a constantly shifting piece of art.

The result is a uniquely fluid and responsive brand identity that shifts in real time to reflect the emotions of the world.

And for the people who work in the agency, this dynamic ‘emoti-brand’ is uniquely personal to their own feelings and memories.

The new brand and these unique Emoscapes™ were displayed at a launch exhibition and event called 'The Art of Feeling'. This took place on Thursday 9th March, at a Brick Lane gallery, during the IPA 100 Festival of British Advertising. Featuring empathy-themed speakers and interactive experiences, the event explored the power of understanding to boost wellness and change lives. Attended by hundreds of London’s creative community, the reaction has been universally positive.