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Guy Haviv | generative identity

Here are a series of generative identity projects by Guy Haviv. We asked him to share some comments on his work.

Hello Guy. Can you tell us a little bit about yourself?

Guy: "Hi! Well, I'm Guy Haviv. I'm a passionate graphic -slash- interactive designer. I'm the director of user experience design at nascent. It's a digitally-focused Israeli design consultancy. We're sort of on a quest to simplify software products and experiences. Reducing word counts, adjectives, unread counts, buttons, checkboxes, menus, toolbars, features, complexities... Actually, coincidentally, I actually nailed a position at the studio, 4 years ago — writing a NodeBox script!"

That would make a great story for a gallery item!

Guy: "Great, I'll start collecting stuff for it." [...]

Guy: "Oh, here we are. This artwork got me my position at nascent. The company was in the process of branding Kodak's professional, 50 mega-pixel camera and camera back line named 'Leaf'. I was asked to write a script that multiplies and modulates a 'leaf mark' across another vector path. The script was later used to design a series of visuals, using the leaf mark. Which was later on dropped as a mark and only kept as the visual language dominant element – designed by Roy Yogev."



Experimental Type Posters

I remember these, we have them in big in another gallery post.

Guy: "Yeah, you might already have seen some of my work in the NodeBox gallery. I work with a mixture of graphic design and software geekery. From typography and generative design, to OS user interfaces, printer hacking, and NodeBox. These particular posters were done with NodeBox and PyObjC."




 JVP Identity

Guy: "I love designing identities. Giving things names, shapes and forms, translating abstract ideas and concepts into digestible, tangible beings. At the company, we were tasked with re-thinking and re-designing the brand identity for JVP, a leading Israeli venture capital firm, investing heavily in rich media developments. Following the firm's renewed focus on its compound as a hub for cultural, artistic, media-savvy and technology activity, we came up with the concept of a so-called 'perfect container' for future-thinking ideas and companies. An 'idea collider'. We decided to build upon the firm's, I think,  magnificent existing mark, originally designed by Chermayeff & Geismar, and integrate it with a series of generative graphics, generated using NodeBox."







Intimadance identity

Guy: "This is a concept identity for a well-known Israeli dance festival: Intimadance. The festival invites known choreographers to create original works, free from any commercial considerations. The resulting works are often new and experimental."




Mercado identity

What can you tell us about this work?

Guy: "These particular images are a snapshot of the identity project for Mercado, an e-commerce infrastructure tech company, also based in Israel. The brand strategy work at nascent framed Mercado's tagline as being 'in the core of commerce' and we set out to explore how that core might look like, visually. These explorations included generative scripts of overlaying circles, using fireballs from MegaMan – you know, the manga blue boy".



Book identity

These are interesting. They have a strong sociological feel to them.

Guy: "Yes, these are some book covers I did as a student, for a political poetry book series. The covers were created using generative postscript tweaking, based on simple geometric shapes. After I got the brief for the assignment, I was on MSN at night discussing how terrible the printers were set up at the school. They'd often have printing errors because of the PC blocking the print jobs to force you to swipe your credit card to pay. When talking about that I tried to think: 'how can I replicate this process?' while intentionally not controlling the results. I came up with converting artwork from Illustrator to PostScript files, and then using a code editor to randomly search and replace a bunch of coordinates into other random numbers... well the result, is tons of points jumping around, and pretty extreme distortions of the input shapes." 




Guy: "No, thank you, this software has been a great addition to my toolbox!"


Created by Guy Haviv | stupidapp at gmail.com | www.meetgooya.com