Generative AI Expressions: A branded asset system
©2024, In-house
©2024, In-house
Overview
As Google Cloud embraced the power of AI, we sought to enhance our visual content strategy. By leveraging an internal and advanced generative AI tool, imagen 3. I was then able to rapidly generate and iterate high-quality images, streamlining the creative process and reducing reliance on external resources.
A deeper look
Challenge
As AI image generation tools advanced, we faced the challenge of maintaining brand consistency and quality control. We came up with a framework based on certain physical attributes we all sparked with. A few different exploratory paths emerged and I began to write prompts, leveraging our internal tools.
Solution
Collaborating with our engineering and UX teams, I refined AI models to generate a diverse library of high-quality images that aligned with our brand’s aesthetic and messaging. By carefully balancing abstract and concrete elements in these designs, I was able to train the model to create striking images conveying the power and potential of AI. This strategic approach enabled me to create visually impactful content.
Results
This AI-powered design process yielded significant benefits, including accelerated time-to-market, enhanced brand consistency, expanded creative possibilities, and successful integration with marketing campaigns. By embracing our own AI tools, we were able to create a more cohesive and ownable brand expression against the current visual landscape, with a uniquely Google Cloud approach. This prompted the events team to take the work and build on it as you can see in the 2025 NEXT creative.
