In our journey to spotlight design industry legends, we launched a series called “Creative Legends”. This series dives into exciting stories from Maria Guidice, (Facebook’s Former Design Director), John Maeda (VP of Design and AI at Microsoft) and Sturart Trevor (Founder of AllSaints)while hearing their incredible advice and wisdom.

To celebrate this series, our design team worked on a new identity rooted, as always, in the grid system. This timeless base provided the structured canvas upon which our concept came to life.

Drawing inspiration from the cosmos, we likened these design icons to celestial bodies, whose gravitational pull warps the very fabric of space around them – mimicking the profound effect they have on the landscape of the industry, guiding and shaping the paths of emerging designers with their groundbreaking work and philosophies. This idea of gravitational distortion became the core of our visual narrative.

To visualise this concept, we imagined our grid squares as entities within this gravitational field, gently rotating and gravitating towards the ‘stars’—our celebrated designers. We developed a processing tool that helped us finetune the rotation and movement of our grid elements. This tool was key in injecting motion into our identity, making it not just a static representation but a generative, evolving entity.

We assigned a unique colour to each individual, adding a layer of personalisation and vibrancy to the overall design. These colours not only celebrate the diversity and uniqueness of each designer’s work but also add depth and dimension to our visual narrative, making each interaction with the identity a fresh and engaging experience.
In essence, our approach to the “Creative Legends” identity was a harmonious blend of structured design principles and creative storytelling, encapsulated in a dynamic, generative design.