Forms to Futures
Brands as generative beings
In my dynamic systems class—which I designed to explore branding through algorithmic logic and infinite form iteration—two students chose eBay as their subject. They reconceived the marketplace as a system of kinship, instead of a transactional platform. For the world’s largest flea market, they founded their project on an essential concept: that human connections emerge when objects change hands.
Johnna and Nick dimensioned relationship networks, interface patterns, environmental installations, and programs designed to deepen the buyer-seller relationship. Their work reflects how brands can evolve to match the agility and speed of AI and generative systems.
A new philosophy
This intersection of essential truth and infinite expression is based on Plato’s theory of forms with a crucial modern interpretation. As generative designer Patrik Hübner notes, Plato’s conception of “idea” was about accessing the unchangeable—“beauty in itself,” “the circle in itself,” or in our case, “relationship in itself.”
Plato’s search for ultimate meaning resonates as we enter an era where technology can provide infinite design iterations in seconds. The challenge lies in maintaining truth in the interaction between human insight and machine capability. When we define a brand through its “essential form” we create a foundation for algorithmic exploration under a persistent truth.
But what is a persistent truth?
Abstractions of purpose
Today, meaningful change emerges through systemic relationships between companies, individuals, and communities, united by shared goals. Brands have become evolving stories of transformation that entice all to join. While consistency and predictability were typical goals, the evolving nature of these relationships call for evolutionary adaptability.
Consider Nike’s swoosh and Adidas’s three stripes. The swoosh embodies potential and performance, its meaning intrinsically tied to an experience. The three stripes, purely abstract, proved remarkably adaptable across decades, media, and cultures. The difference reveals the potential of abstraction in as a flexible source in endless iteration.
Designing forward
The realizations above lead me to embrace three related principles:
Brand as Story—Begin with a narrative others would want to join, and abstract it into a language that can fuel infinite meaningful expressions. The eBay reimagining through kinship found a story of human connection that manifests in countless ways—from interface patterns emphasizing personal histories to installations encouraging participation.
Build the System—Define a framework that connects story and language with business goals. Like Adidas’ three stripes, embody an abstract truth that proves infinitely adaptable (in the sport brand’s case, to product lines, collaborations, platforms, and so much more.) Provide building blocks for infinite iteration while preserving the story's essential truth.
Enable Co-creation—Design for participation at multiple levels. Once people find their role in the story, they’ll need ways to create shared value. Our objective, with machines as partners, is to individuate touchpoints guided by (human) shared purpose. These dynamic brand ecosystems allow the interplay of personal meaning, participation, and systematic exploration. The possibilities are endless.
Brand to the future
Just when we thought we reached a state of media saturation, AI comes to empower, exponentially, our ability to produce. Unlike previous eras, when our reaction to progress was technical, this time it becomes philosophical. How do we maintain truths through iteration? How do we continuously add new meaning to abstraction? How do we ensure brands generate value?
The answer lies in this synthesis of ancient philosophy, value creation, and dynamic systems, and seeing brands as evolving stories built on essential truths, focused on collaborative transformation.