Building brand systems with algorithm-driven design

— the name of an internal meetup we hosted recently to dive into building both flexible and consistent brand systems. This approach focuses on creating systems of algorithms that generate visuals based on a brand’s core elements. We’ll explore the foundation of the approach and share a few slides showcasing the crafting of a visual direction for Fractal (SaaS payment solution) below.

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HOW IT WORKS

1. Starting with the BasicsAt this point we already have a metaphor and the core brand elements, which form the basis for building the algorithms
2. System BuildingWe use tools like TouchDesigner or Cavalry to create algorithms that define how brand elements interact with each other. For instance, colors, shapes, or motion rules are programmed to respond to specific inputs or changes, creating a playground where we can experiment with various visual combinations
3. From System to Final OutputOnce the system is built, it enables the creation of polished animations or visuals, assembling complex compositions that combine the brand’s core identity with innovative design.

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SHOWCASE (see the slideshow)

1. We defined Fractal's core brand element as a dot, symbolizing a transaction — the fundamental unit of the product.
2. Our goal was to demonstrate how the product integrates seamlessly into life, serving as essential infrastructure. To achieve this, we began experimenting with images of the real world to find a visual recipe that conveyed the right message.
3. We crafted an algorithm that emphasized the natural integration of payment systems into life, highlighting their essentiality by using plants and stones as the foundation for key visuals.

VALUE FOR BUSINESS

By building systems grounded in brand core elements, businesses can:

1. Communicate their identity consistently.
2. The brand becomes more prepared to evolve and respond to shifting demands.
3. Experiment within a structured framework, ensuring innovation aligns with the brand.

We often use this approach in projects that allow room for experimentation and will showcase more examples in the future.

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