Branding Universe — Landor & WPP
- client
- Landor & WPP
- project
- Branding Universe
- year
- 2025
In partnership with Landor and WPP, I led product design and ideation for an internal brand-intelligence platform powered by generative AI. The product was conceived to automate deep competitive analysis and market-positioning diagnosis, producing analytical data and strategic visualizations that underpin new-business proposals and agency projects. From just two inputs — the brand name and its category — the platform builds a complete analytical reading from narrative to strategic impact.
The project
Branding Universe is a corporate AI platform designed to accelerate and deepen brand-intelligence work at Landor and WPP agencies. The solution replaces manual, scattered market research with an automated comparative-analysis engine: it evaluates brand history, maps direct and indirect competitors, identifies strategic impact vectors, and generates visual reports with actionable charts and customized commercial-proposal drafts for clients.
My role
- Product ideation and leadership: I led the product concept and the platform’s information architecture, designing an intuitive pipeline that turns simple queries into complex executive reports.
- Intelligence mapping and minimal inputs: I structured a minimum-friction interaction flow so the AI can build complete cross-benchmarking ecosystems from only the brand name and market category.
- Data visualization and strategic reports: I designed comparative-analysis interfaces with dynamic dashboards, market-positioning charts, and branding opportunity matrices.
- Automated commercial-proposal formatting: I designed the experience of generating and personalizing value propositions, connecting diagnostic insights directly to Landor and WPP contractual structures and project methodologies.
- Alignment with AI engineering and brand strategy: I worked with senior branding strategists and the development team to calibrate the language models, ensuring analytical rigor, a corporate tone of voice, and consistency in the competitive analyses delivered.