Every month, as an internal exercise, we take a look at the market and look at projects that have stood out to us and why. We’ve now decided that we want to share this with everyone else! So, welcome to the first of our monthly project spotlights.
1. RHS rebrand; ‘we speak plant’ by Design Bridge
Why?
The combination of a bold illustration style and colour palette is brought to life by motion design. Each element works together – painterly flowers interlace with type or logo forms, and any movement is smooth but staggered to feel fairly organic. The devil is in the detail with these visuals too – illustration textures add depth, and tones add a richness that an even colour application simply wouldn’t create.
2. Peepl’s NFT-led brand identity by Uncommon
Why?
Peepl is a blockchain start-up to support Liverpool’s local economy. They want to “make sure local communities aren’t left behind when it comes to the next generation of financial products”.
So it made sense for a brand launch project to encourage active participation by offering community members a stake in the brand identity.
Users were invited to draw the ‘peepl’ logo. Then, 100 ‘winners’ were given ownership of their creations in the form of an NFT, which Peepl will rent from them.
What a great creative idea to signify the brand’s core, but Uncommon also maintained control of the overall aesthetic.
Why?
I’m always wary of (insert visual attribute) generators, such as colour palette generators and the like. While they can be useful inspiration generators, and time (and money) savers, they don’t factor in visual nuances that make attributes – and thus, an overall aesthetic – distinctive.
But used as a drawing tool (in the same way as Adobe Illustrator) and not something masquerading as an idea, AI-generated art could be a powerful and cost-effective tool in one’s creative arsenal.
Heinz has used Dall-E 2 well. Why? Because an idea has been put first. Exploring the notion that the Heinz brand is the bottle of red sauce, their marketing team gave the AI “a series of generic ketchup-related prompts” to see what it would spit out. And the result? “…all over the place—from a Tron-like neon-shaded bottle to a cute container in the shape of a dog—but the one commonality is that most seemed to have adopted the trademark fringe, shape and lettering of a Heinz label.”
So building on the idea that Heinz’s brand characteristics are so well known and accepted that Dall-E 2 assumes these attributes to be a bottle of ketchup, the marketing team was able to refine their descriptions and create a varied and striking but coherent set of campaign-led images.
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