ANOTHER TOOL FOR THE TOOLBOX
We’ve been increasingly embracing the latest developments in AI and integrating them into our design process. Whether it’s using ChatGPT to help name a new brand or craft compelling campaign straplines, or turning to MidJourney to conjure up the perfect moodboard imagery, AI has become a powerful creative ally.
It’s proven particularly transformative when it comes to signage design. We now use AI tools to experiment with materiality and provide clients with clear, photorealistic visualisations of our logo designs. Previously, this might have meant hours in Photoshop or a deep search through reference libraries to find the right image to communicate our concept – whether it was a neon sign, carved wood, or antique brass lettering. Now, with the right prompts and a simple click, we can produce highly realistic renders that bring our vision to life almost instantly.
This obviously speeds up our creative process – but more than that, it allows us to be more agile, cost-effective, and experimental. We can try multiple ideas in the same time it would once have taken to produce one polished concept. This not only improves internal workflow but also helps us compete with smaller studios that might have lower overheads, or larger ones with entire visualisation teams.
