Applied Imagination

What it is

This is a long-form editorial essay published by GPC. It is written for business professionals and designers, focusing on how to apply imagination and design thinking frameworks like MAYA to the use of artificial intelligence in corporate environments.

Visual direction

The layout features a large serif title centered over a full-bleed background image of clouds with a halftone dot pattern overlay. The typography uses a high-contrast serif for headings and a smaller sans-serif for metadata and body text. A muted color palette of blues and greys is used, with a small GPC logo at the top and a scroll indicator at the bottom right.

Structure & content

The page is organized as a single-column essay starting with an introduction titled Applied Imagination. It includes sections such as The Exercise, which details a design thinking workshop, and MAYA, which explains a framework for innovation. The content concludes with a call to action to follow the author on Substack.

Why study it

The site demonstrates a sophisticated editorial layout that uses large-scale typography and halftone textures to create a distinct visual identity for long-form content. It effectively uses a specific design thinking exercise—the refrigerator prompt—to illustrate abstract concepts about divergent and convergent thinking.