In early 2018 I had the chance to collaborate with agencies onformative and Wolff Olins on the rebranding for the global management consultants McKinsey & company. One of the directions of the global pitch aimed at making the new McKinsey „smart M“ logo dynamic, bespoke and highly reactive. I was tasked with exploring non-traditional approaches, which made me come up with ideas ranging from using facial markers and employee’s names as data points for unique and tailor-made logo variations up to creating unique synthesized soundscapes based on people’s interaction with the logo.

A significant part of my job often involves brainstorming and shaping new concepts that redefine what dynamic brands can be, making them more accessible, responsive, and expressive. This work, now almost six years old, represents an early stage in my journey. Looking back, it’s fascinating to see how my pursuit of impactful, data-driven branding has been a consistent theme in my career, even before I fully mastered the techniques of generative design.

After almost six years I am now finally able to add this interesting piece of my personal creative coding and generative design history to this archive.

Exploration of audio-sythensis based on interaction with the logo