Creating a generative keyvisual
A platform built for constant change needed an identity that could change with it.
Challenge
SDA SE’s open platform connects complex services and existing IT systems, but its flexibility had no tangible visual expression. The identity needed to communicate both technological structure and continuous change.
Approach
I translated flexibility into a living, generative system. A procedural key-visual rig produces endless variations from one recognizable visual logic, allowing the identity to evolve without losing coherence.
Impact
The result is a scalable visual language that can generate fresh compositions for digital touchpoints while keeping SDA unmistakably recognizable.
My contribution
I developed the visual concept, designed the generative system, and built the procedural production rig in close collaboration with creative direction and development.
Credits
- Agency
- Department M
- Creative Director
- Joi Regenstein, Daniel Popken
- Senior AD
- Jonas Schmidt
- Devs
- Johannes Kees, Joachim Stehmann
- Website
- SDA SE