In this episode, we’re chatting with Patrik Hübner, an interdisciplinary designer who uses “creative algorithms” to explore fresh and meaningful stories at the intersection of design, art and data. By applying new and experimental techniques of data-driven creativity to his work with generative and interactive design systems and programming languages, he develops opportunities for brands and cultural institutions to set themselves apart by telling unique and meaningful stories.

Claudia Illguth, Managing Director of Dragon Rouge Hamburg, met recently with Patrik Hübner, an interdisciplinary designer, to discuss Generative Design. An expert in the field, Patrik uses “creative algorithms” to explore new and meaningful stories at the intersection of design, art and data.

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.