FIELD.IO : International Festival of Architecture: Scalable Storytelling

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Year

2024

How can generative technology establish visual identity systems for brand storytelling?

We’ve developed a generative tool that can break down visual libraries and translate them into bespoke identity systems. Using custom parameters, we can control the visual outputs for specific themes, subjects, and narratives while ensuring cohesion and accuracy.

Inspired by the incredible spaces and places on display at the annual World Architecture Festival Awards, we set out to create a fictitious brand that could showcase the powerful opportunities of this technology as part of a future brand design process.

01 - Visual Library Processing

Our system begins by analysing a visual library to breakdown form, texture and depth. These become the foundation for the image-making process.

For an architecture festival where there are thousands of incredible award-winning projects - the visual sources are infinite. Each has unique forms, textures, light, and shadow that unlock a dynamic, varied visual brand system.

02 - Define a Visual Language

Using our generative systems, we develop a cohesive set of brand textures and artworks that capture the essence of a brand. For this exercise, we created the narrative of ‘Timeless Motion - Evolving Spaces’.

Architecture is a dance between form and function, a timeless motion that shapes the way we live and interact. Spaces must grow, adapt, and transform to meet the changing needs of their inhabitants. By stripping away the unnecessary, we reveal the inherent beauty and movement of structures as the environment around us evolves. This is captured through a sense of rhythm, forward momentum, and connectivity.

03 - Distilled Visual Production

Combining the new brand textures and visual breakdowns along with 3D models allows us to create a cohesive set of brand visuals. This technique retains recognition of content and form of the original visual library, while establishing a new, fresh and consistent visual style that can be adapted for any type of brand application.

Gone are the days of static brand identity systems that rely solely on colour, a logomark, and typeface. Contemporary audiences need something new, exciting and dynamic to sink their teeth into — something that changes while they, and the environment around them, change too.

Imagine a brand that is never the same, but remains consistent and familiar. There are endless opportunities with this new generative approach, and equal creative potential to discover something new.