A working method for designers who have run out of road with static identities—Patrik Hübner and Larissa Lenze set out generative branding as a discipline, where algorithms, live data and human interaction become the material of visual communication rather than decoration applied to it.
About this book
Creative professionals have never had more expressive tools, and the world has never been harder to represent. Hübner and Lenze argue the shortfall is not technical—the industry has data and computation in abundance—but conceptual. What is missing is a way of thinking that treats design as a co-creative process between people, machines and environment, in which technology is a collaborator rather than an instrument. The book moves from theoretical grounding to built work, showing how generative systems produce identities that respond and shift instead of repeating. It is also a pointed argument about position: how a designer finds a voice in an attention economy that rewards speed and volume over meaning. Directed at emerging and established practitioners alike, and applicable well beyond screen-based work.
Key features
- 400 illustrations documenting realised generative branding projects
- Theoretical foundations paired with practical, project-based demonstration
- An interactive approach applicable across all areas of design practice
- Examines how generative systems change the designer's role
What you'll discover
- How storytelling, brand identity and generative design intersect to produce dynamic rather than fixed visual systems
- Ways of treating data and creative code as design material, and the environment as a driver of form
- How to build emotional connection and meaningful audience relationships through responsive identity systems
- A case for resisting the attention economy's demands on creative work, and what practice looks like on the other side
About the authors
Patrik Hübner is a programming designer and creative director working at the intersection of brand communication and technology. After years in traditional design he turned to creative coding in 2014, becoming one of the first to apply exploratory computational method to branding, and now works with international brands, agencies and cultural institutions while teaching at university level. Larissa Lenze has worked as a marketing strategist for over a decade, focusing on storytelling and personal branding. She is completing a doctorate in media studies and edits the online publication micropolis magazine.
Specifications
- Format: Hardcover
- Dimensions: 175 × 250 mm
- Pages: 224
- Language: English
- ISBN: 9783721210415
- Publisher: Niggli
- Publication date: March 2026
Perfect for
Graphic designers and creative directors moving into generative and computational work, brand strategists rethinking identity systems, and design students looking for a method rather than a style.