For the brand name I wanted something that reflected the fusion of old and new, and that reflected the intended style and art direction of the brand.
To arrive at these solutions, I used AI as an initial prompt and inspiration collaborator for direction, but it did require a fair bit of enhancement and finesse with conventional design techniques.
/ ChatGPT to make suggestions on names, typefaces and styles
/ Weavy to iterate and develop typeface combinations
/ ImagineArt to iterate ideas with shape forms and art direction
/ Illustrator and Figma (used conventionally) to create the final identity
The identity then became a minimal, elegant and futuristic logotype to reflect the brand direction. It's been designed to work as a logotype, typeface and as graphic assets across multiple touchpoints.
The logotype was crafted using Illustrator, but based on the ChatGPT suggestions.
/ Based on initial suggestions, but then crafted and finessed in Illustrator
/ Used directly from ChatGPT suggestion
Colour
Neon Magenta /
#FF0090
Neon Blue /
#04D9FF
Grey /
#D9D9D9
White /
#FFFFFF
Black /
#0A0A0A
The art direction is retro-futuristic – borrowing from the past to inform the future. The brand is brought to life through light and motion, and created through environments, products and models.
AI really comes into its own with this phase of the collaboration.
It is very good at visual experiments and moodboarding concepts. But it still needs strong direction, detailed prompts, and lots of iteration. It is never the first render that works, but the refinement and finesse you create from it.
The workflow in Weavy of the initial exploration/prompt for the art direction.
/ Social posts
Website intro
/ Homepage and mobile ecommerce store
retronova
retronova
It was a really interesting exploration to test the scope of the AI technology. While the AI agents are very good at initial suggestions, visual ideas and asset creation, a lot of intervention, iteration and refinement is still needed, with traditional expertise and craft.
I'm sure the technology will improve, but I am using it very much as a collaborator and assistant on the branding journey. Not an end in itself.
More coming soon...
Check back soon as I'm adding more products and ideas constantly to this project.
