Patrik Hübner: Design Unlimited

Creative agency and The Generative Mind–or: how to create meaningful work in a world of noise, tools, and constant change.
About this Event

It is easy to feel overwhelmed right now. Creative professionals are working in a world saturated with visuals, constant noise, new tools, and relentless change. Artificial intelligence may be the most visible part of this moment, but it is only one piece of a much larger transformation in how creativity is imagined, produced, and experienced. So how do we create work that truly stands out — work that is not just noticed, but felt?

In his talk, Patrik Hübner explores The Generative Mind as a practical and empowering approach for working with technology as creative material. Drawing on over two decades of work across design, technology, branding, research, and teaching, he looks beyond the hype around AI to frame generative design as a broader creative approach: one that helps creative professionals move beyond fixed outcomes and create flexible systems that respond, evolve, and generate meaning with intention in a world increasingly shaped by automation.

As a creative technologist and creative director, Patrik Hübner has been working at the intersection of design and technology for over 20 years. With a rich background in communication and brand design, he discovered generative design in 2014 and quickly became recognized as one of the few individuals to successfully establish this seamless blend of design, data and storytelling into cohesive visual and narrative branding systems on an international level. Today, he works as a generative designer and consultant with brands, agencies and cultural institutions and helps them craft meaningful and engaging experiences across a multitude of touchpoints. As a lecturer at universities, he teaches on the topic of generative design, is an author, keynote speaker and gives workshops. His clients include Landor, Interbrand, Publicis, VML, Wieden+Kennedy, FutureBrand, The New York Times, Evian and Lexus. Patrik has given talks at IBM, Columbia University, Carnegie Mellon University, UC Berkeley, The Atlantic and at events such as re:publica Berlin and Dutch Design Week. Since 2018, his generative work has won over 30 awards, including the ADC Award, the European Design Award, the German Design Award, the D&ADAward, the World Brand Design Award and many others.