United States – R/GA has launched BRDNA Sequencer, an AI system designed to train coding agents on a brand’s existing design system so they can create digital content and assets aligned with established creative standards.
The product was developed by R/GA’s Global AI Products team and is built on BRDNA (Brand DNA), the agency’s proprietary approach for converting elements of a brand’s identity into machine-readable components.
According to R/GA, the system is intended to support teams as AI becomes more involved in content creation and software development, allowing agents to work with brand guidelines, design components, visual assets and creative examples.
Turning brand systems into machine-readable context
BRDNA Sequencer converts a brand’s existing design system, including its components, patterns, voice and rules, into structured context that coding agents can use.
The system can be used with coding agents such as Claude Code, enabling them to work with design tools and apply a brand’s components, visual assets, and guidelines while responding to creative briefs and designer feedback.
R/GA said the approach differs from conventional chatbots, digital asset management systems, and template generators because it incorporates brand information into an agent’s working context rather than using it simply as a repository for brand guidelines.
“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 of 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,” Aaron continued.
Integration with existing design tools
R/GA and Addition, the applied intelligence studio R/GA acquired in 2025, have implemented the solution architecture with several brands in collaboration with their in-house agency teams.
One example is Intuit’s Mailchimp brand, which has used BRDNA Sequencer to streamline content creation. R/GA said the system is designed to work with a range of design tools and AI agents, including Claude and Figma.
The agency said this lets in-house teams use the system with their existing tools and software, rather than requiring them to adopt additional third-party platforms.
BRDNA Sequencer is configured around a brand’s existing design system and technology stack. R/GA said this reflects its broader approach of adapting established technologies and capabilities to individual client requirements rather than creating a new system for each brand.
The company positions BRDNA Sequencer as a way to translate a brand’s identity and creative standards into a format that AI agents can use while supporting design and development workflows.
