LSN : News : Koto NYC weaves humanity into Uniqode’s digital-first brand identity

Koto NYC weaves humanity into Uniqode’s digital-first brand identity

Uniqode by Koto, UK

US – Design agency Koto NYC has reimagined QR code management platform Uniqode’s brand identity. Leaning into the tactile act of scanning, the new concept uses a cross-stitch metaphor to show how scanning a QR code connects the physical and digital worlds.

The design language features imperfect ASCII-style stitches, kinetic patterns and a bespoke typeface, Uniqode Sans, with subtle stitch-like forms. The master grid driving these patterns dictates layouts, icons and motion paths, creating a visually consistent and distinctive system.

Recognising that QR codes often lack personality and recall pandemic-era menus, Koto injected warmth, playfulness and humanity into Uniqode’s new look. An animated plug-in transforms code into expressive moving visuals, while a stripped-back, jargon-free brand voice ensures the platform feels approachable and user-first.

Uniqode’s new brand identity aligns with our The Synthocene Era macrotrend report, which unpacked how the convergence of human and machine intelligence will change the world as we know it, impacting everything from biotechnology to packaging and brand identity.

Strategic opportunity

Brands operating in utility-driven digital spaces should incorporate craft, tactility and visual storytelling into their interfaces and identity to humanise digital interactions and foster deeper cultural connection with customers

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Rose Coffey discusses Vivobarefoot’s circular footwear system, characters as brand tools and why the Met Gala’s celebration of Black dandyism must lead to something more lasting than red carpet moments.

: As a self-proclaimed connoisseur of ugly shoes, I can’t stop thinking about Vivobarefoot’s VivoBiome Tabi Gen 01 sandals. The 3D-printed shoes are crafted using scan-to-print technology, meaning they’re fully bespoke to fit the wearer’s anatomy. The ‘circular footwear system’ is being positioned as a return to human-centric design, one that combines barefoot health benefits with localised, zero-waste production – I am so here for it! For more on 3D-printed fashion head to our Fashion Month A/W 2025–2026 download.

: In other news this week, I really enjoyed reading a piece in Creative Review by Charlie Sells, which argues that character design is fast becoming a brand’s secret weapon. I’ve been thinking about the evolution of mascots for a while and loved his description of them as ‘vessels of personality and cultural relevance’. From Duolingo’s owl, famous for his persistent (sometimes passive-aggressive) reminders, to the anthropomorphised smile of the Scrub Daddy kitchen sponge, these characters bring identity, relatability and humour to the everyday.

: I look forward to the first Monday in May more than I do my own birthday and this year was no different. The Costume Institute’s 2025 exhibition, Superfine: Tailoring Black Style, brought Black dandyism to the forefront. Attendees paid homage to the rich tapestry of Black fashion history, with a focus on menswear and the power of tailoring to articulate identity and reject societal prejudice. It was a reminder that visibility must not be mistaken for structural change. Moments like this matter, they shape culture, influence design and will no doubt appear on countless brand moodboards. What’s needed now is sustained, systemic representation and long-term investment in Black creatives across the industry.

Karina Bond Autumn Winter 2025. Photography by Jude Black, London, UK

Quote of the week

‘We all get dressed…when we think about Dandyism as a strategy and a tool for negotiating identity, I do think that’s something that everybody understands’

Monica Miller, guest curator, Met Gala 2025 (source: The Guardian)

Stat: US consumers turn to buy now, pay later for groceries amid recession fears

Muffato Go in collaboration with Sensei, Brazil

US – One in four Americans are now using buy now, pay later (BNPL) services to finance groceries, up from 14% last year, according to a recent LendingTree survey. The rise reflects mounting economic pressure and growing consumer concern over a potential recession.

‘It’s pretty clear that as people struggle with inflation and other kinds of economic uncertainty, people are looking to things like BNPL loans to help them extend their budget,’ said Matt Schulz, LendingTree’s chief consumer finance analyst.

While BNPL was once used primarily for luxury purchases, Schulz noted, ‘now people are looking at it for things like groceries and food delivery’.

The survey of 2,000 US adults also found that 41% of users paid back their loans late in the past year, although most repaid within a week. Young people, men and high earners were most likely to miss payments.

Our New Codes of Value report explores how eroding brand trust and shifting consumer behaviours in an era of economic uncertainty are reshaping what value means today.

Strategic opportunity

Consumers are rejecting outdated ideas of limitless time and mindless spending. Design products and services that save time and money, offer flexible access and reward smart choices