onformative, founded by Julia Laub and Cedric Kiefer in Berlin, is a studio specialized in generative design solutions covering various types of media and topics.


For them the generative design process presents a new way of thinking and a new approach on how to bring ideas to the market in a more effective and efficient way. At the intersection of technology, design and emotion, they develop innovative, cross-media solutions for their customers in the domains of culture, economical and education that ranges from data visualizations to generative corporate designs to interactive installations to experimental generative art projects.


With their experience they can guide projects from the initial planning phases all the way to the implementation. They consult, and expand the horizon of possibilities in a playful yet consistent manner.


Driven by curiosity and a love of experimentation they are always in search of new forms of expression. They constantly seek out interdisciplinary collaborations and work on self-initiated and experimental projects from which they draw new inspiration and gain knowledge. They use the experience gained from those projects to develop adequate strategies for specific needs.


Their work has been internationally awarded and among others, it has been shown at Ars Electronica,  MoCA Montreal and MoDA China.


Julia Laub is co-author of the “Generative Design” book, published in German by Verlag Hermann Schmidt Mainz and in 2012 in English by Princeton Architectural Press. Cedric Kiefer currently also teaches the generative design class at HAWK Hildesheim and works as an author for the Weave Magazine.


Photo: Ryan Lash