TOKYO → EVERYWHEREUNSOLICITED CONCEPT / SPECULATIVE BRAND CAMPAIGN
THE BRIEF
Global brand campaign for Sakana AI.
CREATIVE SCOPE
Identity, art direction, copy, motion and digital experience.
THE IDEA
Individual forms become a shared intelligence.
STATUS
Independent concept. No affiliation, commission or live campaign.
// 01 / THE IDEA
Give collective intelligence a visible form.
Sakana takes its name from the Japanese word for fish. Its research draws on nature, including evolution and collective intelligence. That gives the identity a clear starting point: a small unit that becomes more interesting in a group.
This exploration keeps the warmth of Sakana’s red, rounded lettering and fish reference. It expands those cues into a responsive graphic system, designed to move from a public campaign into an everyday interface.
The opportunity is to let people experience the idea before asking them to understand the research.
Open, circular letterforms carry the friendly tone of the existing brand. A custom monoline wordmark holds steady while the fish mark changes shape. The same unit can gather into a symbol, travel across a screen or become a field of texture.
02 / THE INDIVIDUAL UNITONE FORM. MANY POSSIBILITIES.
Vermilion#ED291C
Rice paper#F4F1E9
Deep water#161B22
Electric blue#275DFF
Algae#D5EB5B
Red and paper lead the campaign. Blue marks interaction. Algae adds a distinct accent to selected supporting applications. These are proposed campaign colors.
// 03 / THE MOTION LANGUAGE
Small shifts. Shared direction.
A fish follows a few simple rules: keep some space, follow nearby movement and stay close to the group. Together, those local decisions create a school. The campaign makes that behavior visible.
Adjust coordination to move between independent wandering and collective movement. Move your pointer through the school and watch it respond. This is a local flocking simulation, a visual metaphor for collective intelligence rather than a demonstration of a Sakana AI model.
BEHAVIOR STUDY / 110 FISH集合知
Move your pointer through the school. Lower coordination lets fish wander; higher coordination strengthens their response to neighbours.
ALIGN / SEPARATE / GATHER
GatherMany small forms become one readable silhouette.
RespondA visitor’s movement changes the local formation.
SettleThe composition remains legible at rest. Reduced-motion preferences stop the continuous animation.
// 04 / TYPE ACROSS TWO LANGUAGES
EN / HORIZONTAL
Intelligence is a group effort.
知性は、つながりから。
つながる。ひろがる。生まれる。
English carries the campaign statement. Japanese has its own space, rhythm and reading direction. Vertical text stays in short columns, with punctuation set using the browser’s vertical typesetting.
CONNECT. EXPAND. EMERGE. JP / VERTICAL-RL
// 05 / THE PRODUCT EXPERIENCE
Make the process feel approachable.
The campaign leads to a proposed workspace where a question can be explored from several perspectives. Consumer and developer views share the same grid, color system and visual language.
Try the sample prompts, switch views and change the theme. The responses and diagrams are scripted design demonstrations. They do not represent Sakana product features, API behavior or measured results.
sakana.ai / collective
WHAT WOULD YOU LIKE TO EXPLORE?
Start a current.
Choose a prompt to preview the proposed response layout.
// 06 / OUT IN THE WORLD
A different school of thought.
Three city editions use one graphic language. Tokyo leads with the red field. San Francisco gives the idea room on paper. London moves to deep water. Each pairs a short invitation with the explicit category line, “Nature-Inspired Generative AI.”
These are proposed placements and illustrated scale studies. The campaign has not run in these locations.
Companion poster series / proposed digital, transit and street-level formats.
// 07 / THE EXPERIENCE BEYOND THE SCREEN
Let one gesture move the whole.
A proposed launch installation turns the fish field into a large interactive surface. A visitor moves a hand across the screen. Nearby forms shift, then settle back into the school. Multiple visitors create overlapping currents.
The browser study above demonstrates the gesture. A physical installation would need a separate prototype to test tracking, scale and accessibility. A seated, touch-based version would offer the same experience.
ENCOUNTER
Catch a current.
A short motion loop introduces the school on digital out-of-home screens. The category line stays visible.
PARTICIPATE
Change its direction.
The interactive identity turns a passerby into a participant through one simple gesture.
EXPLORE
Follow the idea.
The proposed landing experience leads into existing Sakana products and research, with clear next steps.
Many minds. One current.
A study in making a technical idea tangible through identity, movement and experience.
Unsolicited Concept / Speculative Brand Campaign. Sakana AI is an existing company. All proposed identity extensions, interfaces and placements shown here are independent explorations. No performance or business results are claimed.
自然に学ぶ、AI。