Co-creation in brand development between Europe and China: Creating a tool using Artificial Intelligence to improve collaboration

Orange Branding is a Dutch Brand Strategy and Design agency based in Amsterdam and operating in China (Shanghai, Guangzhou, and Shenzhen) since 2005. They have clients of various sizes in various industries, but in this project, we focused on companies interested in Cross-border e-commerce. When these businesses want to operate abroad, they will...

The Creation of You: A Holistic Approach to Design for AI-Augmented Brand Experiences Through Individual Differentiation

If brands that operate in the digital context do not start building their own front-end AI enabled channels, they risk falling behind on competition (White, Addison & Fritz, 2018). But as these (often traditional) organisations implement AI-systems in customer-facing practices, it slowly becomes the new front-office brand ambassadors of the...