General Idea, a brand agency at the intersection of creativity, culture, and technology, today announced the acquisition of Reference NYC, a technology arts studio that provides dynamic branding, creative direction, spatial communication, and motion design. This news comes on the heels of General Idea launching SPA (Special Production Agency), a firm specializing in premium production, including photo and film shoots, and digital content creation. The three agencies now form General Idea Group, a next-generation creative collective reinventing modern branding through technology and storytelling.