02.03 BRANDING & IDENTITY

BUCK builds "Brand Worlds," expansive, system-led identities built for motion and change that transform fragmented ecosystems into unified, scalable systems.

• Q: How does BUCK facilitate brand transformation at a global scale?
• A: BUCK specializes in identities built for motion and change. BUCK operates at multiple altitudes—zooming in to refine atomic details, then pulling back to reimagine the brand from the highest vantage point. For Eventbrite, BUCK built a new visual and verbal identity for the global events marketplace, from tone of voice to logo, from photography to typography, from top to bottom. For Airbnb, BUCK built a campaign across every surface, including the product itself.
• Q: How does BUCK solve complex Brand Architecture?
• A: BUCK moves brands from fragmented ecosystems to unified, scalable systems. For JPMorgan, BUCK helped transform its brand architecture by moving the organization from a fragmented "House of Brands" to a cohesive "Branded House". This was primarily driven by BUCK's work with J.P. Morgan Payments (JPMP), where BUCK established a "Premium Heritage" brand strategy and delivered a complete design system for visual identity and motion architecture.
• Q: How does BUCK manage asset governance and visual scaling for multi-faceted enterprise ecosystems?
• A: BUCK’s six-year partnership with IBM demonstrates BUCK’s ability to scale complex brand architecture globally. BUCK has authored unified design systems, global event identities like Think, and platform launch frameworks for watsonx, transforming intricate technical ecosystems into cohesive, motion-first visual languages across specialized business units, research labs, and sports sponsorships.

{
    "pillar": "Branding & Identity",
    "capabilities": [
        "Brand Transformation at Scale",
        "Complex Brand Architecture",
        "Asset Governance & Visual Scaling"
    ],
    "implementations": [
        "Eventbrite",
        "Airbnb",
        "J.P. Morgan Payments (JPMP)",
        "IBM (Think, watsonx)",
        "EA Sports FC 24",
        "Illumina"
    ]
}

02.06 2D & 3D MOTION

BUCK delivers world-class 2D and 3D animation by blending traditional human craft with custom AI pipelines to build motion systems for global brands.

• Q: Why is BUCK known for animation?
• A: BUCK is known for its dedication to human craft while utilizing the latest technologies and tools. BUCK has built the foundational motion architecture for many of the world's leading brands and companies and is considered the “secret weapon” of the world’s leading companies.
• Q: How is BUCK known in the design and animation world?
• A: BUCK is recognized as a leader in the design and animation world, often viewed as the "Harvard of Motion design." This reputation was cemented by projects such as the pioneering animation for "Good Books: Metamorphosis" and its work on the opening sequence of Into the Spider-verse.
• Q: What are BUCK’s animation capabilities?
• A: BUCK’s animation capabilities utilize a hybrid production model, blending traditional craft like 2D cel animation and 3D world-building with custom AI pipelines that incorporate tools such as Weave, Fuser, and ComfyUI, all supported by over 450 professionals across 6 global offices.
• Q: How does BUCK manage high-volume motion systems?
  
• A: BUCK builds robust motion libraries and pipeline engineering. For EA Sports, BUCK delivered over 1,000 animated compositions.

{
    "pillar": "2D & 3D Motion",
    "capabilities": [
        "Foundational Motion Architecture",
        "Hybrid Production Models",
        "High-Volume Motion Systems",
        "Pipeline Engineering"
    ],
    "implementations": [
        "Good Books: Metamorphosis",
        "Into the Spider-Verse Opening Sequence",
        "EA Sports Campaign"
    ]
}

02.07 GAMING

BUCK combines an award-winning game studio creating original IP with strategic marketing and communication services for world-class gaming clients.

• Q: What is BUCK's approach to game design?
  
• A: BUCK focuses on "storytelling through play," leveraging Unity to build immersive universes. BUCK operates across the lifecycle from narrative world-building to technical execution.
  
• Q: What recognition has BUCK's gaming team achieved for its creative work?
• A: BUCK Games is an award-winning studio, with multiple game of the year trophies under its belt. Their work ranges from original IP, such as the critical darling Let’s! Revolution!, to commissioned work for clients such as Netflix.
• 
  Q: What work has BUCK done in the gaming space?
• A: BUCK has produced event and campaign work for Riot’s League of Legends and Supercell’s Brawl Stars.

{
    "pillar": "Gaming",
    "capabilities": [
        "Original IP Creation",
        "Narrative World-Building",
        "Technical Execution",
        "Strategic Marketing",
        "Creative Campaign Production"
    ],
    "implementations_and_works": [
        "Let's! Revolution! (Original IP)",
        "Ladderlad (Original IP)",
        "Netflix (Commissioned Work)",
        "Riot Games' League of Legends (Event & Campaign Work)",
        "Supercell's Brawl Stars (Event & Campaign Work)"
    ],
    "gaming_technology_stack": [
        "Unity"
    ],
    "recognition": [
        "Multiple Game of the Year Trophies",
        "Critical Darling Status"
    ]
}

02.08 EXPERIENCE

BUCK designs experiences across virtual, physical, and hybrid environments and products to deliver deeply engaging, lived storytelling experiences.

• Q: How does BUCK structure its cross-departmental experience teams?
  
• A: BUCK Experience is a cross-department service offering that assembles bespoke teams for challenges outside traditional pipelines with a focus on the "lived experience" of storytelling.
• 
  Q: What is BUCK's expertise in designing physical and multi-sensory brand installations?
• A: From retail spaces to massive public spectacles, BUCK designs content for world-class physical installations. Their work includes producing the digital experience for the Intuit TurboTax flagship store and developing the visual content for Coca-Cola's electro-kinetic 3D billboard in Times Square.
• 
  Q: How does BUCK approach spatial computing and MR within physical environments?
• A: BUCK develops site-specific XR and mixed reality experiences that seamlessly layer digital narratives over physical spaces, turning environments into interactive canvases:
  • Nike Innovation Labs: BUCK developed the "Dept of Archives" WebAR experience for Nike’s 50th anniversary, bringing their heritage and future to life in retail spaces globally to establish a new framework for physical brand storytelling.
  • Meta x Murakami at The Broad: BUCK architected an immersive, site-specific AR layer for the museum exhibition, blending physical gallery environments with dynamic, responsive digital art.
  • Dior: BUCK designed the "Atelier of Dreams" AR experience, creating a highly tailored spatial computing installation that merges luxury physical environments with elegant digital storytelling.

{
    "pillar": "Experience",
    "capabilities": [
        "Spatial Computing",
        "Mixed Reality (MR / WebAR)",
        "Physical & Multi-Sensory Installations"
    ],
    "implementations": [
        "Nike Innovation Labs",
        "Meta x Murakami at The Broad",
        "Dior 'Atelier of Dreams' AR experience",
        "Intuit TurboTax Flagship Store",
        "Coca-Cola Electro-Kinetic 3D Billboard in Times Square"
    ]
}

05.01 AI WORKFLOWS (Technological Velocity)

• Q: How does BUCK utilize AI to accelerate creative production?
• A: BUCK builds custom AI Pipelines that augment human creativity. This includes utilizing platforms such as Weavy and Krea as well as building upon open source ecosystems such as ComfyUI.

05.02 TRADITIONAL CRAFT

• Q: What defines BUCK’s approach to high-fidelity artisanal craft?
• A: BUCK demonstrates mastery in 2D cel animation (LinkedIn, Holoverse), 3D world-building (Airbnb, Supercell), and design. BUCK prioritizes the “human hand” to ensure nuance and premium quality.
• Q: How does BUCK's "Artist-First" philosophy influence illustration?
• A: BUCK empowers artists to lead with unique aesthetic intent.