The concept of Dynamic Branding lies at the intersection of Computational Art, Generative Design and Creative Coding. It is an extension of the role of computer codes from a traditional instruction giving realm to one defining visual and spatial structures.

Lumen, a product of such exploration in this realm, is a generative algorithm that converts the data collected from the individuals at DI conference 2020, into unique, organic and personalised visual assets that are manifested as attendee takeaways like ID cards, Zoom backgrounds, etc.

1. Data Collection and Parsing
The data submitted by the participant during the registration is parsed and transformed into a mathematical format. The form captures the ‘distinctive profile’ of the participants.

Visual Library
This mathematical form is then fed to the javascript graphic library P5.js and converted into a distinctive shape based on a shape logic.

Shape Logic
Using the number of the letters in the name of an individual and their relative positioning in the English alphabet sequence, curved vertices are distributed radially on the canvas and the resultant shape is formed. The curve tightness is adjusted with the length of characters in the name.

While all shapes created are not the same, they follow a common visual style. This is coherent with our belief that every individual, however unique, is a part of the whole and we are capable of coming together and making it a better place.