Why we use data

Using data as a creative material in design & branding projects

Using Data as a creative material in design & branding projects

Your data, with it’s unique stories and characteristics, contains the features, textures, peaks & troughs of your endeavours and is bound specifically to you.

Using this data as the seed in the creative process, allows you to produce more meaningful design systems that deliver clarity, visual consistency and limitless variation across all your assets & platforms.


Data is a versatile, material of our times. It can be shared, transformed, filtered, analysed and expressed. From it you can create art, design & visualisation that is virtual, physical, sculptural, analytical, temporal & animated.

You may be used to using data in analytics or reporting after a campaign or project, but why not use it first, as a creative material to seed, inspire & inform new works.

Data art, design & visualisation, whether analytical or expressive has the uniqueness & serendipity of your endeavours embedded within it.


Creative projects that use data as a seed material consider meaning, metaphor & relationships first, making the design, branding & illustration purposeful, harmonious & scalable.

When using data as a creative material, it can:

  • Seed both digital & physical works, that can be insightful or expressive.
  • Embed humanity, personality & meaning within a design.
  • Lead to clear, purposeful design thinking.
  • Give you a strong narrative for your design project.
  • Allow for personalisation of designs and products


Scale does not always equate to value or interest. It is your data’s authenticity, texture, quality & veracity that give your work its character and ability to tell your story or express meaning.

  • Use data that is personal
  • Both large & small data can be impactful
  • Consider scale and rate of change Is there a story in your data, or is it visually interesting.
  • Fast moving social or market data is often used, but perhaps smaller, slower data collected from workspaces, staff & customers is more interesting.
  • For data art projects, find relevant & texturally interesting data like ECG waveforms, earthquakes, music, images, books & air pollution for example.


Creating a single design system built on rules and data, is scalable, efficient & cost effective. Done right, it can generate limitless variation & iterations of logos, website animations, social media content, motion graphics, printed artwork and even 3D prints.

With data as a material you can create:

  • Data visualisation for expression or analysis
  • Data art & Illustration
  • Interactive data installations, web sites & apps.
  • Data driven & generative branding
  • Assets across many platforms, like print, motion, web, apps, social media & even physical products.