Note from the editor

Spherical Thinking is a publication about brands, design, technology and artificial intelligence — and about the new ways of thinking that emerge when these fields no longer exist separately. We believe brands can no longer be understood as static systems of guidelines, assets and campaigns. In a world shaped by AI, automation and constant interaction, brands become living knowledge systems: dynamic, contextual and operational. This publication explores that shift — through brand strategy, AI governance, creative intelligence, design systems, digital products and conversational experiences. Spherical Thinking is edited by think moto, a Berlin-based studio for brand innovation, experience design and AI-driven brand systems.