Imagery

Building an extensible brand identity.

One of our core principles is all about what's possible:

With AI, impossible problems become merely hard, hard problems become easy, and easy problems become trivial. All the fun is in expanding the boundaries of what is possible.

To that end, when our friends at Otherward presented our identity with these highly stylized object images, we thought it was a perfect opportunity to showcase a concept we've been thinking a lot about: building extensible identity systems with AI. In the past your choices when building brands was either to simplify them to make them easier to execute on or to spend boatloads of money on designers to make sure everything is always perfect.

With AI, we can now have both: a highly stylized identity that is easy to execute on and that can be extended to include any number of objects, while still being highly cohesive and consistent.

To do that, we've built a system that allows us to generate images of any object in our identity system. It utilizes Flux 1.1 fine-tuned off our style, and then a series of image manipulations that allow us to generate just about anything we want in any of our color combinations.