A trailblazer in the realm of generative technologies, Patrik Hübner uses experimental techniques and data-driven design to deliver fresh and meaningful takes on the modern-day rebrand. Projects like the Philharmonie Luxembourg and BRUTE exemplify his repertoire for seamlessly blending art, design and data into a cohesive and compelling brand narrative. He talks us through his pioneering means of creation, and how generative design offers the unique opportunity for brands to infinitely expand their creative legacy.

Globalization, BigData, AI – no matter if private or professional, we’re confronted with a multitude of topics that seem almost impossible to grasp with existing models of thinking. At the same time, as cultural and creative professionals, we’re facing technological threats that could replace our work in the long term. So what can we do?

In this interview, Patrik talks about his experience as a freelance generative designer in the international agency industry. He explains how his projects are created, why artificial intelligence is not a threat to designers, and why he believes that anyone who wants to remain competitive in branding and design in the future should know the principles of generative design.

Whether online or offline, today’s media landscape is one thing above all: loud. More and more messages are reaching us through more and more channels, fighting for the scarcest commodity on the advertising market: our attention. To survive in this shark tank, it’s no longer enough for a brand to simply project its image and message to the outside world. It’s about leaving a lasting impression. One way to achieve this goal is through the use of generative design.

Why do good stories matter? The many years I have worked as a creative director and designer have proven one thing to me again and again: the basis of effective, targeted communication is always a good story. That’s why I decided to introduce my students to generative design and AI not through theory and programming, but through storytelling. Learn why good stories matter and how generative design can be the key to unlock effective, targeted communication in an oversaturated market.

Creating a brand identity that resonates with an audience has always been vital. Conventionally, the thought process behind branding has been top-down, focusing on what corporate executives think their target market wants. However, a shift is occurring with the advent of generative design techniques and data-centric models, where the audience’s preferences are now influencing the decision-makers.

Generative Design represents an innovative frontier in the realm of design applications. It fuses elements of branding, experience design and storytelling with human interaction, artifical intelligence, data and programming. This unique blend equips us to create captivating brand narratives as well as entirely new visual design experiences.

Learn how to unlock the potential of Generative Design for brands, agencies and cultural institutions. Embrace a new approach to creativity and experience how it changes the very core of how you create, work and monetize your ideas.

In this episode of “Creative Strategies” I talk about “Explorative Design” and why it is a fundamental part of the creative process. I share some basic creative benefits and strategies and use a real world, explorative case to illustrate the practical application of this technique.

Wie verändern Algorithmen, künstliche Intelligenz und Generatives Design unsere Art zu kommunizieren und zu gestalten? Was passiert, wenn Programmierung, Daten und menschliche Interkation in einem großen Mix zu neuartigen Geschichten verschmelzen und dabei ungesehene, visuelle Ausdrucksformen erzeugen? Und was bedeutet dies für das etablierte Machtgefüge zwischen Kulturschaffenden, Designern, Unternehmen, Konsumenten und der Gesellschaft im Ganzen?

How to visualize, program, and create with code & algorithms.
This talk at the Dutch Design Week is a robust introduction to the creative strategies, conceptual approaches and vast potential of the Generative Design and Creative coding landscape.

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.

This field guide will soon contain a continually updated collection of resources and recommended readings. Please come back soon.