Wildebeest

As is often the case in branding work, the resulting visual spec was a smartly restrained and focused take on the work we explored for the project.

In terms of narrowing the design focus, this project was designed in early 2023 and was my first experience integrating an AI image generator into the discovery process. The six images immediately above were created using the MidJourney AI image generator. In the months since, I have come to understand AI as an invaluable tool that allows designers to describe complex visual concepts and see immediate results. It's difficult to resist sweeping statements about this new breed of tools bringing automated interpretation, composition, and generation, but in the spirit of restraint I will simply say, it's amazing!

Owing to our team's excitement for this project, our aesthetic often veered into the experimental and intense. However, we also explored results based on tempering this impulse. The above is a montage of several copy concepts executed alongside a more refined, yet still colorful, visual approach (and an alternative logo).

Sometimes a project's visuals automatically suggest a particular approach to grids and size contrast. In this case, the pixelated effect I was working with led to an experiment using overlapping grids, and ultimately one of those nerdy, hyper-designed (if somewhat unfinished) layouts.