Project Space Needle
Dynamic Identity for the City of Seattle
Project Overview
The Brief
The goal was to create a modular identity system. Something that could adapt to different sectors of the city while maintaining a unified visual language.
My Approach
I began with in-depth research into Seattle — from its landmarks and culture to its geography and urban structure. I explored how data and generative design could be used to reflect the city's diversity.
The Idea
Using coordinate data from real locations across Seattle, I generated unique Voronoi patterns for different areas of the city. This allowed each sector to have its own visual identity while remaining part of a cohesive system.
The Solution
A modular brand system built on data. Each visual variation is grounded in real-world locations, from tourist attractions to hospitals, giving purpose and meaning to every pattern and color.
The Identity
The result is a flexible identity toolkit. The tourism sector uses a blue logo with a Voronoi pattern generated from coordinates of major tourist attractions. For parks and nature, a green version is created using data from green spaces. Healthcare is represented by a red logo based on the locations of hospitals.
Technical Implementation
P5.js
I used p5.js to generate custom Voronoi patterns based on longitude and latitude data. This allowed for a procedural and scalable approach to visualizing the city's structure.
Coordinate Mapping
Each sector's logo was generated using sets of location data (e.g., hospitals, parks, attractions), mapped onto a canvas to create sector-specific visual identities.
Scalable System Design
The system is designed to scale — new departments or events can be added simply by feeding in new coordinates and assigning a consistent color and application context.
Project Outcomes
- Completed as part of a course in Dynamic Identities and Creative Coding at DMJX
- Demonstrated how generative design can be used to create a dynamic identity system
- Explored how data can inform and enrich visual storytelling
Team & Credits
Creative Development & Design
Nicklas Stampe Raabjerg
Institution
DMJX - Danish School of Media and JournalismExplore More Projects
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