Print Awards 2025
For the PRINT Awards 2025, we developed a biophilia-inspired design system, representing the act of creation through a continuously growing and blooming landscape. After an initial chat with the PRINT team, we were all inspired by the concept of biophilia—the connection between nature and humans—and how it could metaphorically represent creativity and exploration. The core idea was to symbolize creativity and exploration as growing, evolving plant structures weaving their way through and interacting with solid, grounded elements like rocks and typography. This interplay of organic growth and structured forms became the foundation of our concept.
We ran with the theme of growth in every step of the process, even using procedural generation to create flowers, landscapes, sculptures, and other pieces of flora that all interact to build up a living environment.
It all comes together in a minute-long hero “call for entries” film, which brings the design system to life, symbolizing the vibrant growth and boundless potential of creativity.
SCULPTURAL ROCKS
The foundation of the film is a rocky landscape, built from sculptural, almost hand-carved boulders. Inspired by the theme of biophilia, we developed procedural systems to generate rocks from a base set of geometric forms rather than sculpting each one by hand. This structured procedural approach, combined with organic randomness, strikes a nice balance between the handmade and the natural.
FLOWER GENERATION
Flowers gradually emerge throughout the film, sprouting from growing vines and blooming in vibrant bursts of color. These floral forms are procedurally generated using a set of input parameters, including petal count, shape, and curvature. They are then automatically animated to bloom with the help of a skeletal rig positioned along each petal.
MOSS & GROUND COVER
As vines weave across the landscape, they leave an ever-expanding trail of moss and flora in their wake. Their vibrant, organic forms serve as a compelling representation of exploration and creativity—a dynamic contrast to the rigid, solid structure of the surrounding rock alcove.
IDENTITY ECOSYSTEM
The 60-second film serves as the foundation of the design system. Individual scenes and vignettes are repurposed across various activations and deliverables, including social media campaigns and the Print Design Awards website.
Services
- Branding
- Creative Direction
- 3D
- Motion
- Procedural Content Generation
Client
PRINT Magazine