The visual identity for the 2022 Central Saint Martins Graduate Showcase uses artificial intelligence in the form of machine learning to represent the individual and collective growth of the graduating students within the university's community.

Collecting the word "bloom" in all languages spoken on the Central Saint Martins campus, we trained a neural network that generates new letterforms based on the initial data. Combining moving imagery, color, and typography, we developed an adaptive visual system with this generative cycle at its core.

Developed in collaboration with Thomas Bugg, Jann Choy, Betty Lu & Jessie Zhang
Role • Concept Development, Layout, Post Processing & Web Development
Tools • Adobe Suite, Python, JavaScript & StyleGan
Working Process • here
Features • CSM Stories: In Bloom & People of Print
Machine Learning
We designed the visual identity around a Generative Adversarial Network (GAN) - a machine learning process that represents our growth as students. Eager to hold the plurality of Central Saint Martins within one design, we focused on a multi-lingual approach by fixing the design on translations of the word “bloom”, anchoring the work back to the sense of growth and joy. A call-out to staff and students produced a raft of nuanced contributions, with the final 35 used to feed the GAN.
Digital Activation
Based on the results of the generative process, the final design system features two layered GANs, emerging but also influencing each other. By limiting the use of typography, the focus remains on the colorful visuals and consistency across all digital media.
Physical Assets
Although the nature of the identity is digital, the design system also translates into the physical world. Placed all around the Central Saint Martins campus, the identity serves as a medium to attract attention towards the digital show and invite the public to celebrate the students' achievements.
Next Project • Shuttle