Play the System
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is a platform for parametric design in graphic design. It documents the work of students and teachers at the Department of Design at Hamburg University of Applied Sciences (HAW), who are investigating the significance of the system as a conceptual model and design method under the title “Parametric Design in Graphic Design.”

Design is less about intuitive, even ingenious “strokes of genius” and more about a holistic and rule-based (systemic and systematic) process of gaining knowledge and shaping form. It is becoming increasingly important to be able to design dynamic systems that both guide and inspire the design process.

Parametric design refers to this design in and of systems—with rules, their modes of operation, and systematic manipulability. The research project, led by Prof. Heike Grebin, is an integral part of teaching and aims to raise awareness of design as a performative process.

Play the System brings together selected study projects in which the system plays an important role as a design method – whether analog or digital. The works are created in a fruitful symbiosis of theory, design, and technology. Socially relevant issues and positions from philosophy, art, and avant-garde design from around 1900 to the present day are repeatedly discussed.

Play the System is an invitation to become aware of the systemic competence of graphic design and to gain the maturity to use the tools of digital design critically.

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Play the System Projects /

p205 Island Hamburg. Corporate Design

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Corporate Identity relaunch for the gallery and art space, Island based in Hamburg.
Since 2012, the Island has offered a new platform for ideas and concepts in Hamburg. The 156 square metre large showroom with two levels is basically a "white cube", never distorting the cultural or private event that takes place in it. Based on these considerations, the Island being a faceless off-space, the concept for the corporate identity relaunch was born. The identity is based on a simple concept: invisibility. People see the Island as a white cube, a blank space that can be used and transformed by its temporary owner. Corresponding to that awareness, the students tested the limits of graphic design in print and web, always considering the concept.