BLAU. A dynamic, participatory identity that evolves with its community. • Patrik Hübner - Generative Design and Creative Coding for brands

Input → Human motion , Kinect , Photographs , User-input , Video

Output → Branding , Dynamic Identity , Interactive experience

BLAU. A dynamic, participatory identity that evolves with its community. An adaptive identity system for BLAU, a creative business hub, designed to grow with its community—fostering collaboration, innovation, and a sense of belonging.

How do you design for something that doesn’t yet exist? A place envisioned to unite and inspire a vibrant community of creatives and business professionals. There was a need to develop an identity that could simultaneously give BLAU—a new creative business hub—a tangible initial presence while remaining open, participatory, and inviting to a diverse group of creatives and professionals. It needed to be a catalyst for connection, creativity, and expression—a symbol of what BLAU aspired to become. The solution: A dynamic identity system as fluid and creative as the community it seeks to bring together. Every individual—be they creative, guest, partner or investor—becomes a part of the identity, helping to shape it as BLAU evolves and grows. The system morphs and shifts, reflecting the variety and beauty of the work and perspectives it brings together, while remaining cohesive and recognizable. At its core, the identity is designed to be flexible and interactive, seamlessly adapting across physical and digital media formats as well as a multitude of touchpoints, locations and events.

Client

BLAU — creative business hub

My roles

Creative Direction Generative Design Consulting Development of the design system Development of interactive installations Programming and technical implementation of the entire project

Formats

Interactive branding toolkit Dynamic brand assets for digital & print Web-experience Motion graphics Interactive installation

The identity system for BLAU was intentionally designed to be more than just a visual framework—it serves as a living, breathing platform for collaboration and self-expression. By allowing individuals to contribute to and shape the identity, it creates a sense of shared ownership and inclusivity, making every stakeholder an integral part of the brand’s evolution.

This participatory approach ensures that the identity grows organically alongside BLAU’s community, embodying the collective creativity and diversity it represents. Whether through interactive digital interfaces, customizable physical assets, or event-specific adaptations, the system provides endless opportunities for individuals to leave their mark, reinforcing BLAU’s mission to inspire and connect a dynamic network of thinkers and creators.

The identity system extends beyond the walls of BLAU, transforming into a city-wide intervention that sparks curiosity and engagement. Through interactive installations, public art displays, and participatory events, the identity becomes a dynamic presence in urban spaces, inviting the city’s people to explore and connect. Vibrant visuals and customizable elements appear in unexpected places—on building facades, public transport, and community spaces—turning the city itself into a canvas for creativity.

The BLAU identity system goes beyond aesthetics, acting as an open framework for collaboration and storytelling that mirrors the aspirations of the community it serves. By enabling individuals to leave their creative imprint on the identity, it becomes a collective narrative—a living archive of the diverse voices and ideas shaping BLAU’s evolution.

This approach fosters a sense of shared purpose, as every interaction with the system contributes to a larger story of connection and growth. Whether through user-generated content, participatory workshops, or dynamic media applications, the identity system invites constant reinvention, ensuring it remains as vibrant and multifaceted as the people and projects it represents. This adaptability not only anchors BLAU in the present but also prepares it to grow alongside its ever-changing community and context.

By integrating the identity into event materials, signage, and digital activations, BLAU ensures that every touchpoint reflects its ethos of inclusivity and innovation. Events also act as a testing ground for the system’s versatility, demonstrating its ability to scale across formats, from intimate workshops to large public showcases. More than just a backdrop, the identity actively contributes to the dialogue and interactions at these gatherings, making each event a tangible embodiment of BLAU’s vision and a catalyst for deeper community engagement.

By functioning as both a mirror of the present and a vehicle for future possibilities, the identity ensures BLAU remains deeply connected to its purpose: to unite, inspire, and amplify the collective potential of its community.

BLAU. A dynamic, participatory identity that evolves with its community. An adaptive identity system for BLAU, a creative business hub, designed to grow with its community—fostering collaboration, innovation, and a sense of belonging.

Generative Design
Innovative storytelling and meaningful connections for brands and agencies

Creative Coding
Code-based explorations of visual systems for future brand- and interaction-design applications

BLAU. A dynamic, participatory identity that evolves with its community. An adaptive identity system for BLAU, a creative business hub, designed to grow with its community—fostering collaboration, innovation, and a sense of belonging.

Generative Design Innovative storytelling and meaningful connections for brands and agencies

Creative Coding Code-based explorations of visual systems for future brand- and interaction-design applications

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Generative Design
Innovative storytelling and meaningful connections for brands and agencies

Creative Coding
Code-based explorations of visual systems for future brand- and interaction-design applications