In a world where attention is fleeting and authenticity is paramount, brands are seeking new ways to resonate with their audiences. Enter generative design - a fusion of algorithms, data, and creativity that transforms static brand identities into dynamic, living entities.
Embracing the Living Brand
Traditional branding often utilises fixed visuals and messages. However, generative design introduces a paradigm shift. By leveraging emerging tech, brands can evolve in real-time, adapting to cultural trends and audience engagement. Our design team are leveraging tools using artificial intelligence to rapidly generate and evaluate multiple design solutions, allowing them to explore possibilities that might not be found through traditional methods. This approach allows the brand to become the story, unfolding uniquely and differentiating brands against their competitors.
Designer Patrik Hübner exemplifies this with projects like the Philharmonie Luxembourg, where the brand's visuals respond to live music, creating a symphony of sight and sound. Similarly, his work on BRUTE Winery's branding changes with weather data, reflecting the very conditions that influence their wine. These are both great examples of how using current technologies can elevate a brand's presence and identity.
BRUTE Winery's branding changes with weather data, reflecting the very conditions that influence their wine.
The Philharmonie Luxembourg's identity responds to live music, creating a symphony of sight and sound.
We were lucky enough to attend the recent Design Conference held right here in Sunny Brisbane. We loved watching a presentation on generative design by The Collected Works, an independent design studio based in New York and New Orleans. They presented a series of branding projects that illustrated the potential of generative design. In their collaboration with Prolaio, they crafted a generative brand identity system that blends precision with humanity, aligning with Prolaio's mission to provide relief to those impacted by heart disease. For the PRINT Awards 2025, they developed a biophilia-inspired design system, representing the act of creation through a continuously growing and blooming landscape, using procedural generation to create flowers, landscapes, and sculptures. They also showcased work for a kombucha brand called Slug Club and our new favourite website Titles. As you will see with all of their work they are taking branding to another level, something the team at Type + Pixel have been doing with our own roster of exciting brands.
Slug Club brand identity
Prolaio's generative brand identity system
The Human Touch in Algorithmic Design
While artificial intelligence tech drives generative design, human creativity remains at its core. Designers set the parameters, ensuring that the brand's evolution aligns with its values and vision. This collaboration between human and machine results in branding that's both consistent and endlessly adaptable.
Hübner emphasizes that generative design isn't about relinquishing control but about expanding creative possibilities. It's a tool that, when wielded thoughtfully, can lead to more meaningful and personalized brand experiences.
The Collected Works' project for LiveKit showcases this synergy. They created a design system that not only spoke to various use cases - video conferencing, live streaming, robotics - but also stood out as its own brand, demonstrating how generative design can cater to diverse applications while maintaining a cohesive identity.
A New Era of Brand Storytelling
Generative design heralds a future where brands are not just seen but felt. They become companions in the consumer's journey, evolving alongside them, reflecting their experiences, and resonating on a deeper emotional level.
In embracing generative design, brands open themselves to a world of possibilities - where every interaction is an opportunity for connection, and every moment is a chance to tell a new story.
Brands are no longer meant to sit still.
They are meant to move. To breathe. To grow and change and feel as human as the people they speak to. That’s what generative design makes possible, a way for your brand to not just exist but to evolve. To respond. To matter.
We believe branding should be less about shouting and more about feeling. Less fixed. More fluid. Less polished. More personal.
At Type + Pixel, we help you bring your brand to life not as a logo, but as a living system. One that adapts. One that listens. One that tells a different version of the same story, over and over again. Standing out in the crowd.
