Generative Brand Expressions

In this day and age where there is increasing interest and demand for authentically personalized content across entertainment, fashion, gaming, etc, I believe it is only time before we acknowledge that brands must also tailor their expression to each individual.

Surely there are still logistical limitations to this idea when applied to today's traditional brand applications, but I like to think it is never too early to begin prototyping.

As a first step in this exploration, we partnered with the legendary generative artist Fernando Magalhães to create "infinite" variations of expressions that leverage the Google G. Each design seen here is one of a kind.

Using Houdini's procedural capabilities, Fernando created a system that generated thousands of designs that aim at capturing a day in a life of different users.

The goal here was not to branch out into distinct aesthetics, rather to see how far we could push the same art direction through lots of iterations, and yet allowing each to be entirely one-of-a-kind.

Our daily physical and digital conversations and interactions with people, places and things are just a microscopic snapshot of our existence. But what if the brands we interact with could reflect the colors, movements, and sounds of such daily interactions? Would it resonate with us? Would our interactions with digital experiences feel more personal?

While this exploration doesn't get close to answering these deeper questions, it is a small, positive step towards better understanding the nature of procedural brand expressions.

If you have thoughts on the topic, please chime in here.