role: strategy, concept, design, copy
category: institutional
year: 2024
category: institutional
year: 2024
context
Traditional branding is designed for stability, which makes it obsolete in an era of continuous AI-driven disruption. Oktopods required a system capable of uniting eight specialized agencies into a single body while absorbing the total uncertainty of a post-AI landscape. The challenge was to remain operational and cohesive while the brand’s actual meaning and content remained in a state of constant flux.
conceptial move
The brand was reframed from a visual representation of "creativity" to a numerical infrastructure. Drawing on Pythagorean principles, the identity utilizes the "Number Eight" as a discrete, rigid foundation—the only constant in a changing world. By adopting the "water-like" logic of Andrei Tarkovsky’s Solaris, the concept proves that identity is preserved through change by form, not matter. The brand is not the "ink," but the "logic of the drops".
Within the shared architecture, each of the eight agencies is defined by its own superpower — a specific competence translated into a distinct visual behavior. These superpowers shape rhythm, tone, and role, allowing every unit to operate with clarity and purpose.
system logic
The system functions as a biological cluster rather than a graphic style. The Foundation: Eight black "ink drops" representing specialized agency competencies—"superpowers". The Dynamics: These drops maintain distinct visual behaviors (rhythm, tone, role) while remaining part of one singular organism. The Machine: This discrete foundation allows the identity to shift, expand, and merge, serving as adaptive containers for textures, images, and messages without losing structural integrity.
outcome
Os was transformed from a loose network into a unified force. The agency received a "living system" that treats uncertainty as a working condition rather than a risk. It is a brand that does not fix meaning but sets direction, providing a high-precision tool for internal alignment and a future-proof model for market projection.
The system remains alive and adaptive: elements shift, expand, and transform into containers for images, textures, or messages. Together, these specialized forces form a coherent network, where diversity is not ornamental but functional — the engine of innovation within a single organism.
