(overview)
The World Creativity Festival showcases the power of creativity and innovation in tackling global challenges. MAAR designed a dynamic brand system inspired by nature's regenerative power and urban architecture. Using AI, we've crafted a versatile and impactful brand identity that resonates on both a global and local scale.
“A Brand designed 100% with AI, inspired by Nature's regenerative power”
(layout system)
The structure of our layout is inspired by the viewpoint of how we see the city: through frames, such as windows, alleys, or skyscraper-framed skies. We've developed a living, adaptable brand system that suits any communication format where we preserve the concept while allowing room for growth and evolution.
*The images of the artists are for illustrative purposes only.
(Regenerative Creation)
The brand and visual system creation process was carried out dynamically in partnership with AI tools. The objective was to develop a formula based on the three key elements of the brand: creativity, innovation, and nature. The resulting images illustrate the symbiosis between the city and the regenerative power of nature.
(1) Concrete City
Concrete Blocks Prototype in AI: A formula was developed to generate images of synthetic growth processes, inspired by natural regenerative growth seen in crystals, shells, fractals, and corals. By combining a concrete-based color palette with hues associated with ecology, an intriguing and provocative element was created
(2) Regenerative Blocks
Final Render: Utilizing AI-generated images as a foundation, we employed 3D and motion design software to manipulate various angles and perspectives, generating a diverse range of new images and animations. These dynamic visuals contribute to the versatility and depth of the brand system
(3) Unveiling the Topography
Prototype in AI: Leveraging AI, we generated initial topographical renders that revealed an otherworldly, almost surreal characteristic when paired with our chosen color palette. This AI-driven exploration unveiled unique visual aspects that added an intriguing dimension to our design process.
(4) A new look
Final Render: In the final renders, we utilized 3D design tools and motion to gain more flexibility. We preserved the original topographical aspects, but the versatility of the new tools revealed surprising angles and behaviors that enhanced the visual experience.
(Typography)
Lÿno was chosen as the primary font due to its variety of styles, which blends organic, modern, urban, and fun elements. The fonts Ulys, Stan, Jean, and Walt, when combined, graphically strengthen our belief in diversity as a creative tool and represent the main pillars of the festival.
(Brand System)
In the rapidly evolving landscape of branding, traditional guidelines are no longer sufficient. For WCF, we have introduced an advanced, flexible system designed for the creation of bespoke assets and a sophisticated color palette model. Our innovative, dynamic design system is tailored to reflect the brand’s need for agility and pace, ensuring its relevance, appeal, and readiness for future developments.
