We write code the way other people write poetry — with intention, with rhythm, with the understanding that the medium is part of the message. Creative Technology at Too Much Gelato means engineering for experience, not just function.
Our technologists work inside the design process from day one, not at the end of it. That means what's possible shapes what's imagined, and what's imagined pushes what's possible. The two disciplines pull each other forward.
From custom WebGL environments to real-time generative audio-visual systems, from bespoke CMS architectures to physical-digital installations, we operate wherever the edge of technology meets the desire to feel something.
A brand is not a logo. It's not a colour palette or a typeface or a set of guidelines living in a Figma file nobody reads. A brand is the entire sensory and emotional world that surrounds a company — everything a person thinks and feels when they encounter it.
Brand Worlds is our practice of building those worlds from scratch, or expanding ones that already exist. We think about brands as environments — places you enter, move through, and remember.
We bring together visual identity, verbal identity, motion language, spatial principles, and interaction philosophy into a single coherent system. One that a designer could follow and a non-designer could feel, even if they couldn't name what they were responding to.
There is a particular quality that the best interactive experiences share: they make you feel like an active participant rather than a passive observer. The line between viewer and creator blurs. You're not consuming something — you're inside it.
We design and build experiences that live across screens, spaces, and bodies. Digital installations for cultural institutions, launch microsites for products that deserve more than a product page, event activations that turn a brand moment into a genuine memory.
Our approach to interactivity is rooted in restraint. Not every surface needs to respond to every gesture. The most powerful interactions are often the ones that feel slightly delayed, slightly surprising — as though the system is thinking before it replies.
Culture moves faster than marketing calendars. By the time a trend has been identified, documented, presented to a committee, and approved for a campaign, it is no longer a trend — it is a cliché wearing the costume of relevance.
Cultural Strategy is our practice of helping brands find their genuine position in the cultural conversation — not by chasing it, but by contributing to it. There's a difference between a brand that talks about culture and a brand that is part of culture. We help you become the latter.
This work spans positioning and narrative, editorial and content strategy, partnership and collaboration frameworks, and the long-form thinking about where your brand is going over years, not quarters.
The most interesting question in creative technology right now is not "what can AI make?" but "what should it be for?" The distinction matters enormously, and most of what's being produced right now answers it badly.
Our Generative Systems practice builds creative infrastructure that produces outputs no individual human could create alone, but that carry a clear human intention in every output. We design the system. The system creates the artifact. The artifact reflects the design.
This includes bespoke AI models trained on specific visual corpora, procedural identity systems that produce infinite but always-coherent brand outputs, data-responsive environments, and live generative experiences that change in real time in response to the world around them.