The A.I.dentity

Agency Network: 
October 2018


Drug discovery and development is flawed. Making just one new medication costs an average of $2.6 billion and takes between 12 and 14 years. The process is slow and incredibly expensive. BERG uses artificial intelligence to accelerate drug discovery and development. Technology is essential to their business, so we made it integral to their branding too. We created an intelligent graphic engine with bespoke algorithms to reflect Berg’s AI system. The code generates an original, branded design from any word, phrase and even emoji. No two outcomes will ever be the same. Just like no two people are the same. We’ve given BERG a unique way to communicate: an inexhaustible brand language that can be applied to any product, department or person.

Design advertisement created by Havas Lynx Group, United Kingdom for Berg, within the category: Electronics, Technology.

Advertising Agency: Havas Lynx Group, Manchester, UK
Executive Creative Director: Jon Chapman
Copywriter: Emma Coates
Designer: Joe Sayer
Developer: Steve Kershaw
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