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Programming Generative And Branding4/27/2021
Obviously, the system can easily be adapted to new recordings of other dance-pieces.An expert in the field, Patrik uses creative algorithms to explore new and meaningful stories at the intersection of design, art and data.
![]() This unique mix of ingredients allows us to build engaging brand experiences and completely novel forms of visual design. Generative Design changes the very core of how design works: Imagine a world in which you dont design what you already know but rather teach the computer what it is that you actually want to accomplish. Employing algorithms in the creative process can yield unlimited choices for a design brief from which you can then choose the one that fits best. But it doesnt stop here: Imagine, you could share the creative algorithm you used with any customer and allow them to make their own choices and become part of the process. This is an entirely new way of doing things in which the designers role changes to setting the rules, defining the goals and curating the results. In this sense, designers co-create with computers in a radically new way. For the production of assets and materials this allows for an unprecedented increase in productivity and reduction of cost at scale. As algorithms carry out the duplication of creative models, results become scalable, calculable and incredibly fast to produce. Just one example: This opens up possibilities for large print-runs in the tens or even hundreds of thousands, where each print is a unique specimen while still remaining on-brand. All design has the potential to alter peoples perceptions and emotions in both tiny and big ways. This place can be either physical or digital, but, in both scenarios, algorithms which is a fancy term for a set of rules that react to input and create new output help people make new and hopefully lasting connections with the content to which they are exposed. Once you get to experience, interact, change and shape a story in innovative, playful andor fun ways, you are bound to have an emotional connection to it. And it is strong and positive emotions that lead to memorable moments, something we always desire in the realm of branding. This leads to interesting and quite fundamental discussions in the creative process as, at the very core, this raises the question of what makes a company or a brand tick. What is the essence of it, what data is tied to it and what data does it generate. Thats one of the really new aspects of Generative Design when you use it in the field of applied design, as this vast amount of data has just recently become available to the mainstream to be re-mixed and re-discovered in new and creative ways. A beautiful aspect of this process is that, with Generative Design approaches and data-driven design, the users will be telling us more about what they want and what their desires are simply by how they use our interactive designs and stories. This can lead to better products, more engaging brands and deeper insights into the minds, wishes and desires of our focus groups. Let me mention two of my generative projects as an example: Schwanensee is a dynamic visual identity-system that uses motion-capture data to combine visual algorithms with the personal expression of human dancers. It was specifically designed to liberate small theatres and cultural institutions by giving them a system they can use without any design-expertise and with a minimal budget to create unlimited, on-brand design variations right from within their web browser. What I love most about this project is that, by using the actual dance-recordings, the very essence of Schwanensee emerges visually.
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