General Electric commissioned Landor to re-imagine the design system for their print and advertisement collateral. The direction "GEnerative" was picked by the client for further refinements. As the name states, the idea is to use algorithms to create the visual elements. To get a better understanding what computer generated design means and how it can be utilized I developed a functional prototype based on Processing. This piece of software was used as key element in client presentations to define behavior, functionality and technical need to go further with an online based generator tool.