I craft creative algorithms. To explore and push the boundaries of art and design. I apply the creative potential of generative design-strategies to build novel forms of visual communication and engaging brand-experiences.

Creative algorithms that tell fresh and meaningful stories.

I apply the creative potential of generative design-strategies to build novel forms of visual communication and engaging brand-experiences.

BRUTE Wine Crafted by the elements - Generative Brand Identity Packaging Design Patrik Hübner

BRUTE – data-driven wine brand

BRUTE is a data-driven wine brand that distills the core weather elements of wind, rain & sun into a holistic visual and sensual experience. It uses historic and real-time weather data to shape its identity. So, as each vintage evolves with the climate, so does the brand. A visual identity, crafted by the elements.

The brand’s visual system and subsequent packaging is based on a real-time particle simulation with tens of thousands of individual elements. It can generate infinite interpretations of the core weather elements. These elements are set into motion by the defining weather factors and can be explored in 3D and even “frozen” in time.

The Pulse – A real-time, data-reactive, living brand.

The Pulse is a dynamic, data-responsive graphic that tracks over 10,000 real-time conversations on Twitter. This revolutionary tool uses real-time Twitter-data and sentiment-artificial intelligence to translate social conversations around women in leadership into a living brand asset.

Introducing: The Pulse. Developed for Women Political Leaders (WPL), a premier political women’s network with influential members from around the world. The Pulse is a dynamic, data-responsive graphic that reacts to six key topics: Power, Success, Community, Diversity, Change and Leadership – all representing WPL’s key values.

Generative Design and Creative Brand-Strategies

Patrik Hübner is driven by the question of how modern technologies shape the designer’s profession. By applying new and experimental techniques of creativity to his work with generative design systems and programming languages, he researches emerging opportunities for designers to set themselves apart by telling unique and meaningful stories.

At the heart of his work lies the transformation of data into new shapes of media. The underlying principles and patterns of this work are what he describes in the model of “Input/Output”: A creative strategy he illuminates extensively in his talk and supports by real cases he has developed in his profession as both an artist and designer.

Branding is an essential part of creating an identity whereby users can associate themselves with. Traditionally, it has been the case that branding strategies are a top-down approach, centered around the minds of the clients and what they think their consumer base needs and desires. But, there seems to be a new player in the field. By using generative design-approaches and focusing more on data-driven design, the tables have turned, with the users telling the executives now what they want to see.

I craft creative algorithms. To explore and push the boundaries of art and design. I apply the creative potential of generative design-strategies to build novel forms of visual, interactive communication and brand-experiences.

Drawing from a rich background of 10+ years as a Creative Director for leading national and international brands, I constantly cross the boundaries of art and design. I devote my time to artistic and cultural projects. And I collaborate with companies to explore meaningful, fresh forms of branding and web-experiences.

Piano

Form. Space. Music. Interaction. „Piano“ invites the observer to be a playful part of the liaison of generative design, audio-reactive interaction and three-dimensional animation – exploring the unpredictable performances generated during those unique moments in the process. This interactive browser-based system by designer Patrik Hübner unites three-dimensional typography-elements with algorithmically propelled animations and the freedom to explore and influence every movement and every reaction of the system in real-time.

 

Piano was on exhibition for one week from August 15th through 18th 2016 as part of the Platine Festival in Cologne. A MIDI-controller was placed in front of a well frequented shopping window onto which the interactive animation was projected. Visitors and passers-by of all ages were invited to play and explore the interactive world of Piano and its myriad of possible visual states. The installation ended up being a colorful meeting ground for people starting to explore the festival and finding their way around the exhibitions.

Schwanensee – dynamic identity

Schwanensee explores human dance-movements and digitally captured expressions as the primary force to create and propel dynamic and interactive identity-systems. It distills the very essence of its subject to create individual and unique branded design-variations for the famous ballet as an exemplary case.

 

Schwanensee is a comment on and exploration of how modern design-systems can express their subjects in a way that detaches the designer from the actual process by using generative design-approaches, allowing for unforeseen and autonomous design-decisions.