Like many of our clients, our global brand team grappled with one of today’s biggest content challenges: how to become a more personalized, relevant brand to a highly diverse customer base. This led us to think differently about what brand identity means. Could Generative AI be a key to accelerating how we show up across channels? And how could we help ensure brand safety and consistency in the process?
We've harnessed the power of Generative AI (GenAI) for our latest global brand refresh. Our new, flexible brand asset platform combines the capabilities of Adobe Firefly with the experience of our Product Engineering and Innovation and our experience agency teams to quickly generate fully rendered 3D brand images and apply them to our most-used templates for web, email, social, and more.
Our implementation of new Generative AI tools offers one example of how brands can strategically navigate the complexities of this emerging technology. Through GenAI, we were able to produce large volumes of personalized, high-quality content with a high degree of brand consistency.
To achieve this, our creative leads Tracey Smith and Michael Milligan revamped our visual identity philosophy and brand system to capitalize on the new creative profusion that was now possible through the power of GenAI.
Creative connections
A new perspective on the Deloitte Digital brand
The Deloitte Digital sub-brand uses as its brandmark a three-dimensional orb motif that takes the iconic Deloitte “green dot” and explodes it out into three dimensions. These orbs, or “worlds of possibilities,” represent the creative profusion that occurs when diverse teams and skillsets are brought together to create something wholly new.
Historically, adding new supplemental brand assets to this visual identity system was a complex and labor-intensive process, often taking more than two months from initial ideation to completed brand asset. The demand for new orbs that could be customized to fit a given geography, industry, or campaign event was extremely high, with dozens of teams across Deloitte Digital requesting new imagery that could not be fulfilled due to limited design staff time and expertise. As Deloitte Digital’s appetite for personalized creativity expanded, more and more practitioners needed a simple, practical way to create bespoke brand imagery on demand and at scale.
The road to implementation
After some preliminary experiments with various Generative AI tools yielded promising results, the team began exploring how to implement this powerful new tool at enterprise scale. Solving for this required not just the technical experience to identify and customize the right tools but also the strategic insight, guardrails, and change management planning to help ensure that the resulting system could be fast, flexible, and safe for teams to use across a wide range of geographies, technical capabilities, and use cases.
Setting the strategy
First, we identified the marketing use cases that could most benefit from improved efficiencies in content creation. We focused on developing quality campaign graphics in commonly used formats to save designers time spent on repetitive formatting. We also leveraged a test-and-learn approach that allowed us to iteratively improve the consistency and quality of imagery delivered as our designers and engineers experimented with the new tools to discover what worked (and what didn’t).
Building for brand consistency
Our creative leads collaborated with our machine learning specialists to build a blend of positive and negative prompts that fine-tuned the output of each Firefly-generated asset. This helped ensure that the images developed would be consistent with our approved brand system and style guide.
Planning for safety and scale
We worked with leadership to build flexible and responsible governance approaches that enable us to create new brand assets while keeping a human in the loop to ensure assets are being created and implemented in a manner consistent with the Deloitte Digital global brand.
Accelerating creativity for all
We kept the experience light, flexible, and fast, creating a way to generate net-new supplemental brand assets in under 90 seconds and convert them into templated designs aligned to our most common aspect ratios and deliverable needs.
Implementing with change in mind
We built a systematic rollout plan that used smart pilots, training modules, and marketer ambassadors to help guide the implementation of the new brand identity.
Experience the new brand in action
The Deloitte Digital Adobe Summit booth will provide the grand unveiling of our new Firefly-accelerated visual identity. Each booth visitor can create their own personalized Deloitte Digital-branded orb, experiencing the power of GenAI-accelerated content creation in real-time. The Deloitte Digital booth visuals were designed using Adobe Firefly, with complete campaign assets developed in one week—from creative ideation to finished campaign and experience designs.
