At HvADesign Studio, we created the generative brand identity for the International Conference on Urban Health in Marrakesh, Morocco. Drawing inspiration from the city’s cultural vibrancy, the identity features six dynamic core elements, each forming unique patterns that reflect the richness of Marrakesh’s clay architecture, textiles, and intricate mosque pattern designs. These generative patterns, inspired by the “C” shape of the conference logo, incorporate organic forms that evoke sunlight, sand waves, and the natural surroundings of the city. This adaptable and evolving identity embodies the spirit of innovation and collaboration central to the conference, offering a visually compelling experience for a global audience.