TBWA\HAKUHODO DISRUPTION LAB Design & Branding DNA ID by TBWA\Hakuhodo Tokyo

DNA ID

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazoo Sato Associate Creative Director
Art Director Keisuke Shimizu Tbwa\hakuhodo
Released April 2012

Credits & Description

Category: Logo Design
Advertiser: TBWA\HAKUHODO DISRUPTION LAB
Product/Service: CREATIVE AGENCY
Agency: TBWA HAKUHODO
Executive Creative Director: Kazoo Sato (TBWA Hakuhodo)
Experience Designer/Planner/Producer: Kaname Aratame (TBWA Hakuhodo)
Senior Art Director: Katsuhiro Shimizu (TBWA Hakuhodo)
Art Director: Keisuke Shimizu (TBWA Hakuhodo)
Art Directior/Designer: Masanori Sakamoto (Deltro)
Interactive Designer/Flash Developer: Ken Murayama (Deltro)
System Engineer/Programmer: Hajime Sasaki (Mount Position)
Sound Designer: Kenji Yoshida (Dajistudio)
Media placement: Business Card - Company Website - 1 April 2012

Describe the brief from the client

TBWA\Hakuhodo launched a new creative organisation called ‘Disruption Lab’ and successfully communicated that it consists of a group of individuals with strong personalities, and is based on an unprecedented branding strategy featuring innovative business cards and website.

Describe the challenges and key objectives
As there was nothing new about the concept of a creative organisation 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.

Describe how you arrived at the final design
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.

Give some 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.