Generative Design System
(Unity 2019 Branding)
Description
For Unity's 2019 visual identity, I developed a custom generative design software that centered on softbody and cloth physics with a distinctive reflective aesthetic. The system generated the brand's visual assets across multiple touchpoints—from event prints and website banners to motion graphics and animations. Built within Unity itself, the tool gave the brand team direct control over a flexible generative system that could produce endless variations while maintaining visual consistency.
The reflective, flowing forms became a visual metaphor for Unity's core qualities: the movement suggesting the platform's flexibility and versatility, while the mirror-like surfaces reflected the diverse environments and communities that use the engine.
Concept
This work explores how generative systems can embody brand values through dynamic visual language. Rather than creating static brand elements, the softbody physics approach produced forms that feel alive and responsive—visually representing Unity's adaptability as a creative platform.
The reflective material quality adds conceptual depth: these surfaces don't assert a fixed identity but instead mirror their surroundings, symbolizing how Unity serves as a canvas for creators' visions. The constant subtle motion suggests potential energy—forms that are never completely settled but always ready to respond and transform.
By grounding the brand identity in a generative system rather than fixed assets, the work demonstrates how computational approaches can create visual languages that are simultaneously consistent and infinitely variable—maintaining recognizable characteristics while never repeating exactly.
Technical Details
The generative system was developed in Unity 2018.2, built around an ultra-high-resolution spherical mesh architecture that provided the geometric foundation for the cloth simulation. The core physics behavior utilized the Obi Cloth asset, which enabled sophisticated fabric dynamics with fine control over material properties like stiffness, damping, and self-collision.
A key technical focus was leveraging Unity's then-new High-Definition Render Pipeline (HDRP) to achieve the signature reflective aesthetic. The HDRP's advanced material system allowed for realistic metallic and reflective surfaces that responded convincingly to environmental lighting, creating the mirror-like quality central to the visual identity.
The software was designed as a production tool for Unity's brand team, with carefully selected parameters exposed for creative control—including physics properties affecting motion behavior, material characteristics controlling reflectivity and color, and simulation settings that influenced the overall energy and rhythm of the forms. This parameter design ensured the team could generate diverse outputs while maintaining the cohesive visual language.
The system could produce both static high-resolution renders for print materials and real-time animations for digital applications, demonstrating the versatility of generative approaches for multi-format brand deployment.
Credits
Creative Technologist (Generative Art Development): Osman Koç
Client: Unity Technologies
Creative Director: Marc Cinq-Mars (Unity3D)
Year: 2019
This project demonstrates how physics-based generative systems can create brand identities that are both conceptually meaningful and practically versatile—producing visual languages that embody organizational values while adapting seamlessly across diverse applications and contexts.