The key objective was to create a corporate identity that embodied the agency's uniqueness. That WAS the agency's uniqueness. So, it needed to be always unique. Generative corporate identities are nothing unique. 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 corporate identity, we looked to the most effective creator of uniqueness on the planet - nature. We built a software ecosystem based upon nature's genetic algorithm allowing our corporate identity to mate with itself and evolve over generations to produce an infinite number of variations. Basically, the corporate identity was designed to have sex. Which it's done, 55,000 times already. And counting. It's horny, what can we say.

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