Data-driven creativity – Data in dynamic visual identities
Name(s) of graduate(s):Jaqueline Grob
2025
Webseite
Description
In an increasingly complex and digitally connected environment, visual identities need to be adaptable, fitting a variety of formats, touchpoints and settings. Dynamic visual identities have emerged as a promising development from conventional static solutions, allowing brands to respond to changing contexts. Data-driven dynamic visual identities, which integrate data as a source for visual transformation, represent a growing field of interest among these approaches.
This thesis offers designers a practical guide based on a model for the incorporation of data into dynamic visual identity design. Drawing on case studies and existing frameworks, it sheds light on the creative potential of a flexible, data-driven approach. The model is rooted in a design workflow and emphasises that data-driven visual identities should be derived from narrative and communication objectives rather than technological capabilities alone.
Jaqueline Grob
2025
Description
In an increasingly complex and digitally connected environment, visual identities need to be adaptable, fitting a variety of formats, touchpoints and settings. Dynamic visual identities have emerged as a promising development from conventional static solutions, allowing brands to respond to changing contexts. Data-driven dynamic visual identities, which integrate data as a source for visual transformation, represent a growing field of interest among these approaches.
This thesis offers designers a practical guide based on a model for the incorporation of data into dynamic visual identity design. Drawing on case studies and existing frameworks, it sheds light on the creative potential of a flexible, data-driven approach. The model is rooted in a design workflow and emphasises that data-driven visual identities should be derived from narrative and communication objectives rather than technological capabilities alone.