New proprietary AI product turns a brand’s design system into machine-readable code, so agents can apply brand correctly everywhere they build
Brand Sequencer
New York, Sept. 16, 2026 (GLOBE NEWSWIRE) — R/GA, the independent creative innovation agency, today announced the launch of BRDNA Sequencer™, a new product created by R/GA’s Global AI Products team, that trains AI coding agents directly on a brand’s design system to create content. BRDNA Sequencer is designed to shift how brands are discovered, built and experienced: increasingly by hybrid teams that consist of machines and people.
R/GA’s BRDNA Sequencer is the first product built on BRDNA™ (Brand DNA), R/GA’s proprietary approach to making brands machine-readable. Where a brand’s guidelines, identity, behavior and even values have traditionally lived in decks and PDFs built for people, BRDNA converts that same brand DNA into structured, machine-readable components that AI agents can not only comprehend but also remix and express creatively.
The BRDNA Sequencer turns your brand into machine writable toolkits, enabling agents to write, art direct, design, and create assets that are aligned to your brand and creative standards. It lets creative teams teach agents to use their design systems, guidelines and creative examples, while working in tools like Figma.
R/GA and Addition, the applied intelligence studio R/GA acquired in 2025, have already implemented this solution architecture across a wide range of brands, in partnership with their in-house agency teams. Recently, Intuit’s Mailchimp brand leveraged the BRDNA Sequencer tool to streamline content creation. The solution is designed to be flexible and compatible with a wide range of design tools and agents, including Claude and Figma, enabling Intuit’s in-house team to operate the solution without the need for new third-party tools and software.
“Every client conversation we’re having right now comes back to the same tensions: teams are expected to move at the speed of AI, but they don’t want to compromise their creative process or standards,” said Paul Aaron, Global Head R/GA AI Products, & CEO of Additon. “BRDNA Sequencer came out of a need to resolve this tension by enabling agents to create high-quality creative assets that are fully editable within the tools in-house agency teams already use.”
How it works:
BRDNA Sequencer takes a brand’s existing design system – its components, patterns, voice, and rules – and sequences it into structured, machine-readable context that a coding agent can be trained on directly. Point a coding agent like Claude Code at a brand instrumented with BRDNA Sequencer, and it doesn’t just generate code; it operates design tools using the correct components, voice, visual assets – while responding to creative briefs and feedback from a designer – without the need to manually check every output against a style guide.
That distinction matters. BRDNA Sequencer isn’t a chatbot layered on top of a brand’s assets, a digital asset manager, or a template generator, and it isn’t a system-of-record tool for storing brand guidelines. It’s built to operate one level above that – inside an agent’s own working context – which makes it a genuinely new category, from existing larger monolithic AI tools that have defined brand management tools to date.
R/GA built BRDNA Sequencer to solve a specific different problem: How can we translate a brand’s DNA into something an agent can use to accelerate the work design teams are doing. The result is consistent with R/GA’s broader build philosophy of configuring proven capability rather than rebuilding from scratch for every client: BRDNA Sequencer is configured to each brand’s existing design system and tech stack rather than requiring a brand to adopt a new one.
Find more about R/GA’s BRDNA Sequencer here: www.rga.com/brdna-sequencer
Contact Info
George Griffiths
[email protected]
Attachment
- Brand Sequencer
