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The most convincing lie you’ll ever see
US-based deepfake detection startup GetReal came to us to build a brand from scratch, while the category itself was still finding its language. Founded by leading minds in the field, GetReal exists to protect truth in an era where media and digital interactions can no longer be taken at face value.
Our task wasn’t to launch a startup brand. It was to translate proprietary detection technology into something people could recognise, trust, and act on. We created a flexible, beta identity, rooted in how their technology works designed to adapt, scale, and stay ahead as both the threat and the understanding of it evolve.
This is what serious fraud looks like now. In 2025 alone, reported deepfake losses across Europe passed €1.3bn. Incidents quadrupled year-on-year. An estimated 8 million deepfakes are already in circulation, spanning video, voice, imagery, and text.
Deepfakes aren’t just fake videos. They’re convincing, real-time impersonations that hijack trust, faces, voices, tone, context. The familiar cues people rely on to judge what’s real no longer work.
At Arup in Hong Kong, a finance employee joined what appeared to be a routine video call with the company’s UK CFO and senior colleagues. Every face on screen was AI-generated. The transfer was approved. $25.6m was gone.
What we did
- Naming guidance
- Competitor audit
- Insight gathering
- Visual identity
- Motion principles
- Brand guidelines
- Web design
Turning the brand’s superpower into a visual force
The key visuals of the new brand identity are rooted in the company’s world-class proprietary technology. We immersed ourselves in the logic of their process taxonomy to understand it at a deep level. Each visual represents a distinct layer of the process, and by translating this system into a clear visual language, we didn’t just elevate brand communications, we created a practical tool the sales team now uses to clearly explain the technology’s value and how it works. Further abstracted textures were extracted from the 3D models.
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