KFUPM
Project
01King Fahd University of Petroleum and Minerals needed an identity with the same ambition as the work happening inside it. The brand was created in collaboration with Gene, who led the identity, and we built it around a single generative idea: a field of lines that gathers, opens and shifts, carrying the university across everything it touches.
Every element grows from the same rule, so the identity holds together at the size of a student card and at the size of a billboard.
The generator
02So the university would never run out of artwork, we built a tool that makes it. Drop in an image, set the density and rhythm, choose the colours, and the elements appear on the spot.
Everything leaves the tool ready to place. New seasons, new campaigns and new departments all get fresh artwork without anyone starting from a blank page.
