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How to use AI generated photography in a branding project
AI is blasting onto the marketing scene in full force whether we like it or not. From ChatGPT to Amazon, there is an AI service for pretty much anything; sometimes, you might not even know it's AI. Rather than fighting it, CuCo Creative chooses to fly with the new digital opportunities.
As a creative design agency, we are humble enough to let artificial intelligence elevate our designs where possible if it’s for the greater good. Our marketing team is flexible and excited to take on/adapt to any new challenge or advancements available to us.
HeadChannel, a forward-thinking, edgy software consultancy company, recently approached CuCo and tasked us with a new digital project to develop AI photography to build their brand identity and web design. AI-generated imagery uses a program generator which asks for an image prompt and then spits out an image within a matter of seconds, which usually takes the aesthetic of digital art. This new digital project was definitely an interesting one for the creatives at CuCo, and they faced a few interesting challenges.
What our creative digital agency’s process looked like:
Firstly, the team created a list of keywords surrounding HeadChannel’s field of work to best represent their brand in a photo. For example, we looked at who the brand is (a team/software specialists), where they would be (at the office, at the table with computers, surrounding a bulletin board), what action they would be doing (developing software, working on a website design, or brainstorming), and lastly what approach we’re looking for (something creative, diverse, or fun).
Next, we could manipulate the keywords to make prompts. The prompts are one of the most important parts of the AI generation process, as this will determine if AI will produce exactly what you’re looking for. And as most people know, AI can be pretty temperamental at the best of times! By combining the keywords, our prompts looked a little something like this: “A detailed illustration of software engineers working on a website design in a modern office.”
We took these prompts over to our AI generator software of choice – Starryai. After selecting different styles and trialling a combination of phrases and words to build up a prompt, we generated various images. Some are appropriate and workable, others not so much.
The team later took our favourite and most suited images over to Photoshop Beta (a generative fill tool) to tweak the AI images. AI-generated images are renowned for struggling to produce the most accurate body parts. Typically, the software’s downfall starts with generating hands and feet, which can often look unusual and distorted. Another problem CuCo Creative’s design agency faced was the challenge of stereotypical imagery. Using the keyword ‘IT specialist’, we were bombarded with images of a bearded white male with glasses, so again, this is something we needed to tweak as it doesn’t best represent HeadChannel’s inclusive brand.
And here’s our results…
Whilst AI may have done most of the base generation, a lot of our designer’s specialised skill and dedication still went into producing these final products. Maybe this proves AI isn’t taking over the marketing world? But that’s a discussion for another day!
At CuCo Creative, we’ve proved we’re not fussy about which programmes you want us to use. Our only mission is to successfully bring our client’s visions to life, no matter how out there your branding, marketing, digital, or packaging design task is that comes our way. So, if you need to brighten up your content, don’t hesitate to contact our creative digital marketing agency.
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10.10.23
Christian Cutler
Christian Cutler is the Creative Director and Co-Founder of the award-winning creative marketing agency CuCo Creative. With over 20 years of experience in the design industry, Christian has delivered countless successful brand launches and re-brand projects. Christian has also overseen numerous successful packaging design projects. He is the design lead on all packaging design briefs, including developing and producing the physical end result. He recognises effectiveness is key for all clients, and this shines through whenever developing marketing strategies and creative online and offline advertising campaigns. CuCo's clients enjoy fantastic ROI on the strength of his strategic ideas. Typography is Christian's guilty pleasure. He's a perfectionist in his work, living by the motto, 'That will do will never do.'
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