Dentsu Lab
Global Creative R&D lab
A bold global positioning and visual identity that champions the innovative spirit across spatial and digital designs.
Challenge
Taking it global
In 2024, Dentsu Lab, a Japanese-based innovation and creative R&D proposition, expanded into a global network with new locations in London, Amsterdam, Warsaw, Mumbai, and Bengaluru. How can the Lab scale up and resonate worldwide while still maintaining its innovative, human spirit?
Approach
Getting input, not just output, from AI
While Generative AI is known for creation, we know it can do so much more, from getting to better work to offering more effective customer insight, interactions and experiences. So, we embrace AI’s power and challenge it to a task it has never done before: reviewing and scrutinising creative work.
Solution
Innovation in interaction
To capture its iterative, craft-driven ethos, Dentsu Lab’s graphic design system is built upon the invisible foundational tools to innovation, and put them at the forefront: baseline grids, alignment guides, volumetric wireframes, proportional systems, flowlines, and columns. The Lab’s throbber logo, with its circular ticking, reinforces the perpetual nature of R&D, where innovation is always in motion and creativity constantly evolves.
Its minimal monochromes are contrasted with a prismatic glitch effect and RGB highlights, mirroring the Lab’s experimental nature, systematic yet kaleidoscopic.
Its visual language is scaled across multiple touchpoints. Dentsu Lab’s spatial design immerses visitors, inviting them to experience its innovative process firsthand. Its web design also captures this essence, with a dynamic platform that showcases the Lab’s work in progress through real-time interactions and customizable elements.
Impact
Reinvented and recognized
Not only was the new identity received with enthusiasm across Dentsu Lab offices worldwide, but it was also celebrated creatively by ADCN, the FWA, and Awwwards. Above all, this transformation solidifies the Lab’s connection with clients, partners, and the global market, where technology, business, and humanity converge.
74%
Increase in conversion to appointments
30%
Increase in account creations
