Creating using AI is something we can't ignore by now. At Blue Field Agency, we have spent the past few weeks taking a close look at this issue and developing a brand with it in co-creation. On this page, we share the insights we gained along the way.
To test the extent to which AI can help us create a brand, we set ourselves the task of developing a sustainable outdoor shoe brand for women. Here we went through the process of content research such as competition, target group and brand name. The conceptual direction with impetus for logo, visual style and image concept. And expressions such as collateral, website, packaging and campaign materials. At each step of the process, we tried to extract as much as possible from AI tools such as ChatpGPT and Midjourney, and of course used our usual tools where necessary.
Research
Competition, audience and brand research
Concept
Logo, visual style and image concept
Communication
Landing page, collateral and campaign tools.
ChatGPT provides quick insight into competition with leads for deeper research. Further exposition of competition and making it visual is customized.
AI could refer us to resources, but also explicitly told us to do thorough research ourselves through target group research, surveys and focus groups.
AI helps initiate an iterative process and thus can speed up research. AI helps you get started, keeps you focused and gives new angles.
ChatGPT gives endless possibilities for names. The trick is to fish out the cherry-picked ones and find hooks to hang a broader story on. When we asked ChatGPT to write a brand story on the entire previous history of the conversation, we suddenly got a very nice "Once upon a time" story. This, combined with a brand story that focused more on sustainability gave us a hook to start building a brand with by telling a story. This also gave us more content to feed to Midjourney for image generation. So we went from "a nice picture of a shoe" to a direction for brand experience to the intersection of fantasy and sustainability.
The answer is both "yes" and "no. It just depends on what you want to settle for, as the logos Midjourney creates are pictures. We found out that it can be a great starting point to be inspired by. Creating a versatile logo with a strong story and great applicability as well as in the right file formats (including vector and in PMS colors) is, for now, still human customization.
To expand the style further and to create places for text, for example, we started requesting graphic translations of natural elements. This resulted, after some prompting, in useful material that in some cases we were able to use almost 1 on 1 in the visual style.
Having gone through this process, we have gained a much better grasp of the role of AI within our field and are excited. We can sketch more smoothly and validate or debunk ideas. In some cases, images will be immediately usable and in other cases just a good briefing for a photographer or image maker. AI is a catalyst for creativity!
Connecting the dots and research remains largely human work. And it all depends on who is at the controls.
What you have a lot of you get more of. So many outcomes feel familiar. On the other hand, we usually take inspiration from what already exists. AI just does it faster and more specifically.
AI can be a catalyst for creativity and promotes an iterative process. You can sketch and validate or refute ideas faster.
Check out the casehere!