The Design Conference '24 Wrap Up

It’s a tough time to be a telco

Pride is Who We Are

Re X Herstory

Re X Rewrite

It’s time to change Australia for the better

New Zealand rugby like you’ve never seen it before

A user’s guide to making friends with AI.

How to win pencils and influence juries

The Future of our Food System whitepaper is now live!

Hej Stockholm!

Veganuary 2023

LDN-SYD Exchange 2022

Our Food System in Review

Here’s to the Lightning Strikes: Thoughts on Creative Inspiration

Introducing Weel

TDC 2022: A time to question our whole creative existence

Work From Anywhere: Seoul Edition

We're live in Melbourne!

The HealthTech Brand Check: Part 2

Rugby in New Zealand is more than a game, it’s a way of life.

Their performance on the field is unmatched, players command respect both at home and abroad, and the spirit of the sport has been stitched into the country's culture. And now, rugby lovers globally will have a brand-new way to engage — with access to exclusive behind-the-scenes content, interviews, classic matches, and original documentaries on a brand-new platform from New Zealand Rugby, NZR+.

Over the past three months, we’ve worked closely with New Zealand Rugby to create the one-of-a-kind brand and platform, including strategy, name, identity, and experience design.

NZ_RUGBY_Title_Seq_1920x1080.mp4

Naturally, the brand has black front-and-centre, but it’s highlighted with greens and purples borne from the Pāua shell which is unique to the country. The logo has a subtle Kiwi reference built in. The experience has been designed for all fans – the die-hards as well as those who might watch a match or two. 

Launching just in time for the 2023 World Cup, NZR+ will allow fans to get up-close and personal with players, teams, coaches and fellow fans. As the brand grows, there are plans to make the platform bigger, better, and more stacked with rugby content. 

Stay tuned for the full case study to come.

Part of the M&C Saatchi Group

We design to connect

At Re, as at many studios, the way we work is evolving rapidly as tools like Midjourney, ChatGPT and Stable Diffusion become part of our creative process. Almost every day, practical questions are emerging about ways we could use AI, as well as ways we’d like to avoid. So, in discussion with our worldwide teams, we set out to create principles to guide our day-to-day work with clients. 

We’re proud to share version 1.0 of our studio’s approach to integrating AI into our practice. Our plan is to continually update these principles as society and technology advance, and our own understanding grows. If you’d like to comment or feedback, you can access the figma file here.

Images tell people’s stories. We won’t use AI as a way to bypass proper consultation and engagement with people, or to co-opt someone else’s narrative.

Recent examples, such as AI generated black model Shudu (whose creator is a twenty-eight-year-old white man) and Levi’s looking to ‘increase diversity’ by using AI images in online shopping show a world where genuine representation risks being lost. While we’ll use AI to mock up concepts, or fill in background detail, when it comes to representation, only real people will do.

It’s not cool to copy someone else’s work.

While we will draw inspiration from other people’s style, we never use a current artist, photographer, filmmaker or any creative’s name in a prompt unless it’s in obvious homage to their work and the reference would be clear to audiences.

We always disclose the use of AI where it’s central to the creative output.

We believe transparency and accountability will help build trust between users and AI systems. We will always be open about where AI is used in our work, particularly when it’s been a fundamental part of the process. 

Public concern and mistrust over the use of AI remains high. Amnesty International recently came under fire for using AI generated imagery in social media posts regarding human rights abuses in Colombia. Even though the images included text stating that they were produced by AI, and Amnesty International’s reasoning was strong – to protect protesters from possible state retribution, the public still felt misled.  As we continue  to define what’s acceptable and what isn’t, openness in the use of AI is key.

Use AI to support creativity, not replace it.

We believe AI operates in the service of human creativity.

AI is a great way to break free from a blank page and quickly visualise nascent ideas, but it’s only one part of the creative process. We are mindful of identifying the opportunities and efficiencies of AI, as well as its limitations. We are committed to continuing to work with a broad array of creative specialists, redefining our relationship with them to dedicate more time to the sort of thinking that only humans can do. Because only human ingenuity can push creativity forward and create work that is authentic and distinctive.

Be aware of the biases of AI and strive to overcome them.

AI can only work with what already exists, and we don’t have to look far to understand the biases that are currently ingrained in AI data sets. If left to its own devices, for example, AI will depict CEOs and Creative Directors exclusively as white men. It can’t deviate from the mean, or push to make things better. Only we can do that. It’s our role to understand these technologies deeply and bring diverse human perspectives into the process as we strive to push beyond our own biases and shortcomings. 

We’re excited to embrace the opportunities and efficiencies of AI, but we’re also mindful of proceeding with care. Challenges such as AI’s potential biases, intellectual property issues, and data security and privacy have the potential to cause serious problems for brands. We commit to staying informed so we can help keep our clients protected.

It’s our aim to review and update these principles regularly. In the meantime, if you’d like to chat about how they apply to your business, get in touch: benjamin@re.design

Level 6, 459 Church Street, Richmond, VIC 3121

Al Thuraya Tower 1, Studio 1404, Dubai Internet City, PO Box 62614 Dubai

Mind Blown_2.mp4

You're lost

Re is a global brand-led experience design business.

New Zealand rugby like you’ve never seen it before

We’ve partnered closely with New Zealand Rugby to create the one-of-a-kind brand and platform NZR+.

Sign up to receive occasional updates from Re

A user’s guide to making friends with AI.

In a world where AI is part of everyday life, our challenge as designers is to balance the desire to embrace the new, with the need to proceed consciously and with purpose. These principles are our first pass at finding that happy equilibrium.