Deloitte Digital Unveils GenAI Powered Rebrand: New Brand Assets Created With the Technology That Allows Marketers to Meet Multiplying Content Demands

Key takeaways

• 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 inspiration, branding and content creation on a global scale.
• Deloitte Digital is introducing its “Orb Foundry,” allowing teams across 30 international markets to generate fully rendered brand compliant 3D brand assets; these assets are now live on the Deloitte Digital website, social channels and at Adobe Summit.
• This week, Deloitte Digital will debut the Orb Foundry live at the Adobe Summit in Las Vegas (March 26-28) where their new Firefly-accelerated visual identity will be on display and each visitor will be able to create their own personalized Deloitte Digital-branded orb.

Leveraging GenAI for dynamic content creation

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 labor-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.

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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 democratize 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 customized for the conversation and brand compliant.

The Orbs are emblematic of the sophisticated tools needed to meet the demand for personalized, 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 color, 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.

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