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Deloitte Digital Unveils GenAI Powered Rebrand

01/04/2024
Creative Consultancy
New York, USA
234
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Brand assets created via new 'Orb Foundry' set the stage for marketers to meet the moment with visual inspiration, content and branding

Deloitte Digital is unveiling its global rebrand powered by Generative AI, inviting the industry to witness first-hand how they put the technology into action and how GenAI can be used for branding and content creation. Like many others in the industry, Deloitte Digital grappled with one of today's biggest content challenges: rapidly proliferating channels and campaigns.

Historically, adding new supplemental brand assets to visual identity systems was a complex and labour-intensive process, often taking more than two months from initial ideation to completed brand asset. Deloitte Digital needed a simple, practical way to create bespoke brand imagery on demand and at scale.

Accelerating creative outputs with new technology

Deloitte Digital's new 'Orb Foundry,' allows teams across 30 international markets to generate fully rendered 3D brand assets. Tools like the Orb Foundry can help to democratise the accessibility of bespoke brand assets for a variety of needs and enable designers and non-designers to easily create a unique asset that is both customised for the conversation and brand compliant.

The Orbs are emblematic of the sophisticated tools needed to meet the demand for personalised, timely, and relevant content and visual branding. Many creatives and marketers know the challenge of reinventing brand imagery over and over again to meet a variety of needs, while always following specific brand guidelines; the Orb Foundry simplifies that process. Deloitte Digital's research reveals the demand for marketing content grew by 1.5 times in 2023, but marketing teams were only able to meet that demand 55% of the time. Many brands and marketers are ready to take the next step in their GenAI journey to meet this need but case studies on executing branding via GenAI are limited.

Tools like the Orb Foundry are not just fun experiments, they can position marketers to stay ahead of rapidly multiplying content demands.

Embracing symbolic innovation

The concept began in June 2023, when Deloitte Digital experimented with how to harness the power of using GenAI to accelerate their creative outputs - understanding this was one of the biggest opportunities facing the industry. This led to the creation of a series of orbs that burst with colour, personality and movement. Inspired by Deloitte's signature 'Green Dot,' the orbs became a symbol both internally and externally for Deloitte Digital, signifying ingenuity and transformative thought.

"Every brand leader is presented with the same challenge. How do you refresh your brand, democratise it, but also maintain a level of consistency and control? By leveraging GenAI in brand personalisation, Deloitte Digital is reimagining content creation while freeing up creatives to do deeper, more innovative work. We're showing exactly how we are using it on our own brand, to help others imagine how they can use it for theirs." said Mark Singer, US CMO, Deloitte Digital.

"This rebrand marks a significant leap for us and the brands we serve. Deloitte Digital's dedication to pushing the boundaries of Generative AI will open a whole new world of creative possibilities across industries. We're proud to lead this transformation and provide brands and marketers with the tools they need to accelerate growth in the digital world more easily." said Barbara Venneman, global head of Deloitte Digital.

"Innovation in GenAI, embodied in our unique 'Orb Foundry,' equips us with a compelling value proposition that has the potential to transform not only marketing, but also sales, communications, and other functions of business. It paves the way for the customisation of assets and the realisation of personalisation at scale across the entire business, marking a transformative shift." said Christina Bieniek, deputy chief executive officer, Deloitte Consulting LLP.

Check out the first look at Deloitte Digital's global rebrand powered by GenAI: Deloitte Digital | Digital Creative & Marketing Consultancy.

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