Fifth Row
Project
Fifth Row
Fifth Row is a platform developed by U+ Digital Ventures that leverages AI to boost the ROI of innovation for companies. It is a truly groundbreaking product, redefining how AI can support businesses in making informed strategic decisions around innovation.
Fifth Row engaged Ashfall Studio to rethink its brand and establish a strong, self-assured, yet irreverent voice. In an era dominated by digital-first businesses, Fifth Row’s identity embraces a bold digital presence. Its applications are designed to thrive on screens, brought to life through dynamic, procedurally generated patterns that elevate the digital experience.
Published
April 2025
Agency
Ashfall Studio
Inspired by the dynamic nature of generative AI, Ashfall Studio developed a system for procedurally generated animated patterns.
They leveraged Cavalry to bring the procedurally generated patterns to life. By simply uploading a black and white movement map, it is transformed into distinctive, signature shapes.
A selected color palette was chosen that strikes the perfect balance between serious and playful, reflecting the company’s mission and bold spirit.
In an era of digital-first businesses, Fifth Row tasked Ashfall Studio with creating a brand that embodies the contemporary digital-first ethos. Its applications are primarily designed to excel on screens, complemented by dynamic animations and fluid content.
Reflecting the name Fifth Row, each application is built around a dynamic 5x5 grid that adjusts according to the medium. This adaptable grid structure allows us to segment the space into big colorful blocks, versatile enough to incorporate any form of content, from patterns and images to text.
Creative Director
Martin Ehrlich
Motion Design
Martin Egrt
3D
Kryštof Ježek
Brand Design
Nicolas Garcia
Mubeen Quassim
Prodcution
Aĺex Predusel
