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.