Dentsu is a global agency network with approximately 800 companies worldwide, and in 2024, it adopted a new global brand proposition, ‘Innovating to Impact’. Our brief was to develop a unified design system to support this proposition and align the vision of employees across the company’s international network. Our objective was to create a system that would not only be timeless and highly adaptable, but also inspiring and imaginative. The design system uses dots and lines to express the company’s core philosophy of connecting diverse talents and expertise to foster innovation. In both static and dynamic executions, black lines take on vivid colour when connections are formed, giving non-verbal expression to the idea of new relationships being born. Despite being composed of simple, two-dimensional graphic elements, the design system’s inherent flexibility inspires individual creativity, allowing users to create complex, layered compositions that evoke a sense of three-dimensional space. The same flexibility also makes the system highly adaptable, so it can be localised to suit regional tastes and business opportunities.