We developed an identity system centred on world creation and discovery.

At its core is the Reactor symbol, "Chip" — formed by rotating the two Rs in Reactor. The result lands somewhere between a transistor, a space invader and an ancient artefact. An icon of technology, curiosity and discovery.

Using AI workflows, we transformed Chip into a series of 3D sculptures, placing it within imagined worlds and carving it from natural environments. This allowed the identity to become part of the work itself — not just representing world creation, but actively existing within the worlds Reactor is helping to enable.

We developed an art direction system inspired by creative coders, using AI to generate hundreds of environments that occupy the space between the familiar and the unknown. Single-point perspectives, vast landscapes and urban pathways draw viewers into each scene, with human figures reinforcing scale and presence. The result is a system built for immersion, not just illustration.

All environments were created to work across stills, motion and interactive world models. Using image-to-video tools, we developed moving scenes that let viewers travel through each world.

Inspired by early photograms and long-exposure techniques, we introduced a gold and silver rendering effect — symbolic of Reactor working in the background. Applied selectively across imagery, it suggests worlds actively forming in real time.

We translated the identity into a working system across websites, demo experiences, investor decks, social content, merchandise and presentations.

Break Physics. Build Worlds