they/them
Brady George
Graphic Design is a field that largely focuses itself on the dissection and recombination of ideas and visual forms to create “new” things. As the field of graphic design continues to mature though, its combinations include previous examples of graphic design more and more. Self-referential design rarely creates work that is truly valuable though. When designers look to the field of graphic design for inspiration, then use what they find to influence their current work, the overall landscape of graphic design becomes more recursive and oversaturated day by day. The introduction of artificial intelligence (AI) has only proliferated this issue, since the source files that machine learning actually “learns” from are all design solutions from the past. Due to the commercial value of these AI systems and their ability to do tasks originally relegated to human problem solving, more than ever, we are creating uninspired kaleidoscopes of past design and passing it off as new and original design work.
Instead, consider the idea of creating design work without any predetermined lenses. Through the 100 PERCENT method, I analyze and codify every aspect of a prompt, creating a system based on the needs of the data, then shaping the project to fit that system. If your work is always beholden to a system that was born from the work itself, it can only be embedded with meaning and value at every instance. Through 100 PERCENT completion, we can create work that feels unique and unexpected to viewers but is calculated and connected to the methods of its creation, without regurgitating old solutions.
VISUALIZATION OF DESIGN TAXONOMY_BRADY, 2024.
Poster, 17 × 11 in.
100 PERCENT Chewing Gum, 2025.
Magazine article, 8.5 × 11 in.
Noah Crenshaw, 2025.
Band brand logo.
50 Questions, 2024.
Posters, each 17 × 11 in.