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Design Firm Naming Tool

 Interactive Web Tool & Creative Coding
Ongoing, Beta Version Published 2022
Design Firm Naming Tool is an interactive web-based program that generates names for design practices. As the identity of a studio becomes increasingly tied to how it presents itself publicly, naming has become an important part of design branding and self-representation. The project looks at naming conventions among contemporary architecture practices, particularly younger and emerging studios, where a recognizable vocabulary and set of stylistic patterns has developed. Recurring words and naming patterns have become so recognizable that the pursuit of a unique studio identity can itself begin to feel formulaic.

These tendencies were studied, categorized, and translated into a simple generative system. Drawing from a custom-built vocabulary database, the tool produces combinations that mimic the language of contemporary architectural culture. Part naming device and part satire, the project turns the construction of a studio identity into a repeatable algorithm. By reducing the apparent individuality of architectural naming to a button click, the tool playfully questions how distinctive these identities really are.

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Filters:

self-initiated, research, unbuilt, 2022
Services Provided:

Interactive Concept Design
Interactive Web Tool Programming
Creative Coding
Project Info:

Design Team: Ji Shi, You Wu
Coding: Ji Shi
Quick Stats:

 Built with: HTML, CSS + JavaScript
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