The creative agency, New!, just launched the microsite, Wikipedia Redefined. The site describes the process the creative team would use to re-design brainiac info dump, Wikipedia. The theoretical branding project is extensive and their process is amazingly detailed and described. The theoretical case study is wonderfully insightful and really borders on being an educational resource for anyone looking to learn about a top down branding process.
From a UI design standpoint, the changes they suggest for the web interfaces are strong. The site appears to become much easier to use based off their suggested modifications. We're loving the unity in the branding as well. Each section being represented by it's own individual icon, but still visually linked through similar treatments, is strong.