In 2022, MGXS collaborated with designer Nando Costa on an experimental generative design project titled Generative Brand Expressions. The work explored how procedural systems could produce large-scale variation from a single visual identity, using the form of the Google “G” as its foundation.

MGXS developed a Houdini-based system that generated thousands of distinct visual outcomes, each derived from a shared set of rules and constraints. The project examined how brand identities could function as dynamic systems, capable of adapting their expression while maintaining formal coherence.

Rather than diverging into unrelated styles, the system focused on evolving a controlled visual language across iterations. This approach proposed a model for adaptive branding, where identities remain consistent at their core while responding to context and individual experience.