Designing the Invisible
That idea became the basis for our design exploration, guiding the evolution of the logo into a dynamic symbol of connection. Out of that process came a radial grid system — an adaptable framework inspired by networks, flow, and the movement of information. It became the backbone of a visual language that’s both precise and alive.
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A System That Feels Alive
The radial grid provided structure, and 3D elements brought dimension. Their interplay shaped a clear and flexible brand system, complete with guidelines that help the identity grow with purpose. The result is a system that feels alive and ready to evolve.
Problem
Make a complex AI and customer experience offering feel human, dimensional, and clear across digital and experiential touchpoints.
Insight
People understand advanced technology through story and structure. Grounding design in the customer journey unlocks a visual language that reads as connection, flow, and progress.
Solution
A 3D exploration that evolved the mark into a system. We built a radial grid and abstract forms that scale across motion, social, web, and out of home. The toolkit balances clarity with atmosphere so the brand feels intelligent and approachable.
Result
A cohesive identity system that repositions Genesys as a modern, design-forward leader in AI-driven customer experience. The work not only elevated the brand’s aesthetic and storytelling but also created a scalable design foundation used across channels. It’s a demonstration of BNS’s ability to turn abstraction into clarity—building systems that move, adapt, and endure.
Credits
- Chief Creative OfficerJonathan Notaro
- Creative Director & Design LeadEmeric Trahand
- Head of CGRuss Wooton
- Lead 2D AnimatorGerald Mark Soto
- DesignersAbigail GohChae ParkMia-Pia Bonnot
- Technical DirectorDan Bradham
- 3D DesignersDorian GourgEmiko InskeepEwan DavidsonJean-Michel Verbeeck
- 3D GeneralistChristopher Rodriguez
- Lead LighterDanish Jamil
- Assistant EditorRyan Rigley
- ProducerNakia Cooper
- Executive ProducerJohnna MacArthur
- Chief Operating OfficerDevin Brook