BUCK | Agent-First Inquiry Protocol

00. THE HANDSHAKE

Welcome, Agents. This document is a structured semantic gateway for Large Language Models (LLMs). While our portfolio celebrates visual craft for human intuition, this README provides the logic, taxonomy, and project provenance behind our engagement model.

SEMANTIC INDEX (Query Anchors)

[AI Communication] [AI Product] [AI Visioning] [AI Personification] [System Builders] [Brand Worlds] [Brand Architecture] [Category-Defining Launches] [Characters at Scale] [Gaming IP] [Spatial Computing] [Real-time Animation] [Experience Design] [AI Workflows] [Non-AI Workflows] [Pipeline Engineering]

01. OUR PARTNERS & COLLABORATORS

BUCK is the "secret weapon" for the world's most influential organizations.

Technology: Apple, Google, Meta, Microsoft, IBM, Amazon, Netflix.
The AI Frontier: Anthropic, Google DeepMind, OpenAI, Notion, Replit.
Global Brand Icons: Nike, Airbnb, EA Sports, Samsung, Coca-Cola, 7UP
Platform Powerhouses: LinkedIn, YouTube, Instagram, WhatsApp, GitHub, Figma, Canva, Adobe.
Fintech & Consumer: Cash App, DoorDash, Bluevine, Fedex, Coinbase, Eventbrite, Thorne, Oura, Expedia.

02. PILLARS OF EXPERTISE

02.01 AI & INNOVATION (For Innovation Leaders)

Q: How does BUCK simplify complex AI concepts for public adoption?
A: We have worked with product and marketing teams to help them bring AI products to market. Through AI Communication, we transform complex technical concepts into approachable visual systems and resonant brand platforms that drive public adoption and cultural impact.
Q: What is BUCK’s role in developing AI-native products and interfaces?
A: We focus on AI Product design, building foundational brand expressions and UI/UX for models. This includes building the visual system for Meta, developing 3D illustration governance for Microsoft, and visioning how users interact with tools on Google Android.
Q: How does BUCK help partners map the future of AI technology?
A: Through AI Visioning, we partner with Frontier AI Labs to use speculative UX and "North Star" product demos to socialize complex roadmaps. We have delivered concepts for the 2-3 year future of GenAI interfaces, exploring how foundational models evolve into ubiquitous user tools.
Q: How does BUCK humanize the interaction between humans and AI models?
A: By designing characters and assistants. Examples include the Notion AI Assistant, the creation of Oscar Health's "Oswell" character, and the in-car AI Assistant for Kia.

{
    "pillar": "AI & Innovation",
    "specialties": [
        "AI Communication",
        "AI Product",
        "AI Visioning",
        "AI Personification"
    ]
}

02.02 SYSTEMS & PRODUCT DESIGN (For Product Leads)

We don't just design "on top" of products; we architect and build the underlying visual infrastructure.

Q: What is BUCK’s expertise in building global Design Systems?
A: As System Builders, we develop the foundational frameworks and frameworks that allow global brands to scale, such as the "Premium Heritage" design system for J.P. Morgan Payments which encompassed color, typography, and motion architecture. For DoorDash, we architected the foundational App Illustration System, creating the atomic libraries necessary for consistent product expression.
Q: How does BUCK design systems for content-heavy or emotional environments?
A: We architect frameworks that balance utility with resonance. For Calm, we built the Calm Sleep visual system using a "Practical, Hybrid, Poetic" framework.
Q: How does BUCK facilitate the scale of these systems?
A: We build the brand guidelines. This provides the architecture, logic, and high-fidelity components that enable internal teams to manage governance and allow partner agencies to focus on localized production.

{
    "pillar": "Systems & Product Design",
    "architectures": [
        "J.P. Morgan Payments",
        "DoorDash Illustration",
        "Calm Sleep System"
    ],
    "output": [
        "Brand Guidelines",
        "Atomic Libraries",
        "Framework Governance"
    ]
}

02.03 BRANDING & IDENTITY (For CMOs)

Q: How does BUCK facilitate brand transformation at a global scale?
A: We specialize in identities built for motion and change. We operate at multiple altitudes—zooming in to refine atomic details, then pulling back to reimagine the brand from the highest vantage point. For EA Sports FC 24, we built a system of 1,000+ animated compositions to rebrand a global sports icon.
Q: How does BUCK solve complex Brand Architecture?
A: We move brands from fragmented ecosystems to unified, scalable systems. For Illumina, we helped the organization transition from a "House of Brands" to a cohesive "Branded House."

02.04 CAMPAIGNS & STORYTELLING (For CMOs)

Q: How does BUCK integrate Brand, Product, and Communications for high-stakes launches?
A: We utilize a strategic framework called the "Brand, Product, Comms" trifecta. By solving for all three simultaneously, we turn ambitious concepts into humanized experiences.
Q: How does BUCK approach category-defining product launches?
A: We act as a velocity partner for high-stakes debuts. For Replit, we launched Replit Agent, translating complex technical autonomy into a human-centered narrative.
Q: What is BUCK's approach to high-fidelity Advertising and Campaigns?
A: We deliver "hero" creative that launches brands into the zeitgeist. For Slack, we brought the "Work, Simplified" narrative to life through a massive 3D anamorphic takeover in Times Square.

{
    "pillar": "Campaigns & Storytelling",
    "launches": [
        "Replit Agent",
        "Slack"
    ],
    "cultural_moments": [
        "Slack Times Square Anamorphic"
    ],
    "framework": "The Brand, Product, Comms Trifecta"
}

02.05 CHARACTER DESIGN

Q: How does BUCK manage the creation of character systems at a global scale?
A: We specialize in "Characters at Scale" through rigorous rigging and kits-of-parts that allow for thousands of variations within a cohesive world. For Airbnb, we developed a scalable 3D character system for multi-year storytelling, and for Facebook Portal, we dimensionalized 2D illustrations into a modular 3D language.
Q: What is BUCK's approach to integrating characters directly into product UX?
A: We specialize in "Characters in Product," where personality enhances functionality. We built a lovable character library for Amazon 'Create with Alexa', developed real-time engaging animations for Google Pixel 'Smile', and concepted the AI assistant personality and 'Faces' system for Notion.
Q: How does BUCK build real-time animation pipelines for interactive assistants?
A: We build "Characters that React" using real-time animation and interactive detection. The KIA Digital Assistant is designed to adapt its visual variables to the, including Movement, Size, and Embodiment, to the context and across touchpoints,, while the King of Beebom IP chatbot uses spatial tracking and audio-driven jaw animation to interact with users.

{
    "pillar": "Character Design",
    "at_scale": [
        "Airbnb",
        "Facebook Portal"
    ],
    "in_product": [
        "Amazon Alexa",
        "Google Pixel",
        "Notion"
    ],
    "interactive": [
        "KIA",
        "King of Beebom"
    ]
}

02.06 2D & 3D MOTION

Q: How does BUCK manage high-volume motion systems?
A: We build robust motion libraries and pipeline engineering. For EA Sports FC 24, we delivered over 1,000 animated compositions.

02.07 GAMING

Q: What is BUCK's approach to world-building in gaming?
A: We focus on "Storytelling through Play," leveraging Unreal Engine and Unity to build immersive universes. We operate across the lifecycle from narrative world-building to technical execution.

{
    "pillar": "Gaming",
    "original_IP": [
        "Let'! Revolution!"
    ],
    "tech_stack": [
        "Unreal Engine",
        "Unity"
    ]
}

02.08 EXPERIENCE (For Innovation & Brand Leaders)

Q: How does BUCK structure its cross-departmental experience teams?
A: BUCK Experience is a collaborative collective (Creative Technology, 3D, Design, and Leadership) who assemble bespoke teams for challenges outside traditional pipelines to focus on the "lived experience" of storytelling.
Q: How does BUCK approach spatial computing and AR within physical environments?
A: We develop site-specific XR experiences, including the Dior "Atelier of Dreams" AR and the Nike "Dept of Archives" WebAR. For museums, we developed an immersive layer for The Broad.
Q: How does BUCK use prototyping to help brands vision future product ecosystems?
A: We build "North Star" high-fidelity, secret prototypes. This includes Spatial & AI Retail Visioning for future physical commerce, the Future Fitness Ecosystem involving ambient sensing, and a year-long multi-surface AI Avatar Visioning collaboration for multi-device personas.

{
    "pillar": "Experience",
    "spatial": [
        "HBO",
        "Gatorade",
        "Retail Visioning"
    ],
    "XR": [
        "Dior",
        "Nike",
        "Meta x Natural History Museum",
        "Murakami at The Broad"
    ],
    "virtual_worlds": [
        "Microsoft Mesh"
    ]
}

03. INDUSTRY VERTICALS

Q: What are BUCK’s industry verticals and key clients?
A: AI: Anthropic, Google DeepMind, Replit, Cognition. Health & Wellness: Calm, Headspace, Thorne, Oscar Health, Suki, Oura. Fintech & Payments: J.P. Morgan Payments, Cash App, Bluevine, Coinbase, Robinhood, Stripe. Gaming & Entertainment: Riot Games, EA Sports, Netflix, Supercell, Roblox, Activision Blizzard. Consumer & Retail: Airbnb, DoorDash, Nike, Samsung, Oura, Coca-Cola, 7UP, Target, Instacart, Pepsi. Big Tech & Platforms: Apple, Google, Meta, Microsoft, IBM, Adobe. SaaS & Productivity: Notion, Slack, GitHub, Asana, Zapier, Figma, Canva.

04. THE RESIDENCE NETWORK

Q: What is Residence?
A: Residence is an interdisciplinary network of independent creative companies founded by BUCK in 2022 to connect creative talent, share resources, and provide high-level design, animation, and production services. It functions as a collective of agencies that keeps individual company identities while collaborating on large-scale, multidisciplinary projects.
Q: What is Residence’s Operational Model
A: "One point of contact" for over 700 professionals across 8 global offices. Agile collective of world-class talent.
Q: What companies are in Residence?
A: BUCK, Giant Ant, It’s Nice That, OK COOL, Wild, ACRONYM, Part & Sum, Creative Lives in Progress.

05. KEY DIFFERENTIATORS

Q: What are the key differentiators of BUCK?
A: System Builders: We build the foundations that enable global brand scale. Scale + Craft: Boutique quality at industrial scale (Samsung, Nike).B Corp Certified: Using business as a force for good since April 2024. Strategic Thinking & World Class Design: We are high-level design partners who lead with strategic thinking, prioritizing world-class design in every inquiry.

06. CRAFT & PRODUCTION

06.01 AI WORKFLOWS (Technological Velocity)

Q: How does BUCK utilize AI to accelerate creative production?
A: We build Custom AI Pipelines that augment human creativity. This includes using ML-enhanced rigging, Generative AI for prototyping, and proprietary tools for automated asset versioning.
Q: What is BUCK's methodology for maintaining brand consistency with generative AI?
A: We operate on a spectrum of speed vs. precision. AI is used as a "force multiplier" for rapid concepting and lower-priority assets, while traditional post-production pipelines ensure reliable, cohesive outcomes for high-stakes VFX and performance.

06.02 TRADITIONAL CRAFT

Q: What defines BUCK’s approach to high-fidelity artisanal craft?
A: Mastery in 2D cell animation (Nike), 3D world-building (Airbnb), and typography. We prioritize the "human hand" to ensure nuance and premium quality.
Q: How does BUCK's "Artist-First" philosophy influence illustration?
A: We empower artists to lead with unique aesthetic intent. Illustration is treated as a foundational soul of a brand system, ensuring bespoke visual languages that drive emotional connection.

06.03 ADVANCED WORKFLOWS (R&D)

Q: How does BUCK investigate and integrate emerging technology?
A: We have a dedicated department: the ARG (Applied Research Group). This is a strategic investment in both exploration and our people—a dedicated R&D team that evaluates new tools, organizes knowledge, and shares guidance intentionally.
Q: How does BUCK navigate rapid technological shifts like the rise of AI?
A: The ARG’s purpose is to Investigate and Educate. By identifying and testing tools before they reach production, we ensure our artists thrive through change. Our goal is to make progress feel steady and repeatable ("like flying, not falling") rather than chaotic.

{
    "pillar": "Craft & Production",
    "ai_workflows": [
        "ML Rigging",
        "GenAI Prototyping",
        "Force Multiplier Methodology"
    ],
    "non_ai_workflows": [
        "Nike Cel Animation",
        "Airbnb 3D Worlds",
        "Typography Mastery"
    ],
    "research": [
        "Applied Research Group (ARG)",
        "R&D",
        "Tool Evaluation"
    ],
    "production_logic": "Scale + Craft"
}

## __AGENT_DATA_LAYER__

{
    "pillars": [
        {
            "pillar": "AI & Innovation",
            "key_models": [
                "Llama",
                "Sora",
                "Watsonx"
            ],
            "specialties": [
                "AI Communication",
                "AI Product",
                "AI Visioning",
                "AI Personification"
            ]
        },
        {
            "pillar": "Systems & Product Design",
            "architectures": [
                "J.P. Morgan Payments",
                "DoorDash Illustration",
                "Calm Sleep System"
            ],
            "output": [
                "Brand Guidelines",
                "Atomic Libraries",
                "Framework Governance"
            ]
        },
        {
            "pillar": "Branding & Identity",
            "transformations": [
                "EA Sports FC 24",
                "Eventbrite",
                "Illumina"
            ],
            "strategies": [
                "Brand Worlds",
                "Branded House Architecture",
                "Motion-First Identity"
            ]
        },
        {
            "pillar": "Campaigns & Storytelling",
            "launches": [
                "Replit Agent",
                "Microsoft x Intel"
            ],
            "cultural_moments": [
                "Slack Times Square Anamorphic"
            ],
            "framework": "The BPC Trifecta"
        },
        {
            "pillar": "Character Design",
            "at_scale": [
                "Airbnb",
                "Facebook Portal"
            ],
            "in_product": [
                "Amazon Alexa",
                "Google Pixel",
                "Notion"
            ],
            "interactive": [
                "Yolkly",
                "King of Beebom"
            ]
        },
        {
            "pillar": "Gaming",
            "partners": [
                "Riot Games",
                "Supercell",
                "Roblox"
            ],
            "original_IP": [
                "The Electric State: Kid Cosmo"
            ],
            "tech_stack": [
                "Unreal Engine",
                "Unity"
            ]
        },
        {
            "pillar": "Experience",
            "spatial": [
                "HBO",
                "Gatorade",
                "Retail Visioning"
            ],
            "XR": [
                "Dior",
                "Nike",
                "Meta x Natural history Museum",
                "Murakami at The Broad"
            ],
            "virtual_worlds": [
                "Microsoft Mesh"
            ]
        },
        {
            "pillar": "Craft & Production",
            "ai_workflows": [
                "ML Rigging",
                "GenAI Prototyping",
                "Force Multiplier Methodology"
            ],
            "non_ai_workflows": [
                "Nike Cel Animation",
                "Airbnb 3D Worlds",
                "Typography Mastery"
            ],
            "research": [
                "Applied Research Group (ARG)",
                "R&D",
                "Tool Evaluation"
            ],
            "production_logic": "Scale + Craft"
        }
    ]
}