Singapore – WPP creative company Superunion has unveiled its proprietary design technology which enables brands to create innovative digital experiences and build meaningful connections with their audiences. This new offering includes generative design and metaverse experiences, in addition to established motion design expertise.
The new creative technology service was developed by the Superunion Asia team across APAC and China studios, led by Jessica Tan, Superunion’s digital director for Asia, and Paola Demichelis, Superunion’s digital designer. By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.
Moreover, the tool has been put to use by multiple Superunion clients to ensure brand innovation and coherence after the creation of brand guidelines. After defining the brand rules with the client, Superunion codifies what makes the design unique, creating a set of design rules. These are then built into a series of algorithms and codes to build bespoke software, along with the UI and UX interfaces integrated into the final tool.
The generative design tool is also complemented by the launch of the Superunion metaverse offer for clients looking at the next generation of digital experiences to engage their employees and external audiences through gamification and creative possibilities of Web 3.0.
With Superunion expanding its portfolio of services, the company will be able to act as a creative partner for the world’s biggest businesses across multiple sectors and geographies.
Tan shared that creative technology is a core aspect of their Superunion proposition, along with digital-first brand creation and the exploration of the opportunities of the next generation of internet experiences.
“We believe in handing power to our clients and their creative teams, and our creation of these expansive systems enables this. Clients can use the design rules of their brand and create an almost never-ending suite of assets to suit any need over time and let their own creativity free. This is where Superunion has come into its own and where we see the opportunity for growth, globally,” said Tan.
Meanwhile, Ambrish Chaudhry, Superunion’s managing strategy director for Asia, said that their creative technology offer has already changed the way they think of branding and design at Superunion.
“It’s helped us to think screen -first, be agile around [the] adoption of our work and to play an even more consultative and partnering role for our clients. The opportunities are truly boundless and if client response is something to go by; then we are well poised to write the next chapter of brand and product identities for some of the largest businesses globally and in Asia,” said Chaudhry.