The Ordinary (Speculative Project)

AI-Driven Brand Evolution: The Ordinary Case Study

Our speculative project for The Ordinary demonstrates the powerful fusion of AI technology and traditional design tools to create cohesive brand collateral. This project showcases how modern AI tools can enhance creative workflows while maintaining brand integrity.

Creative Process

AI Image Generation
Using Midjourney’s sophisticated image generation capabilities, we created the initial visual concepts that captured The Ordinary’s minimalist aesthetic. The platform’s ability to understand and interpret brand-specific prompts allowed us to generate consistent, on-brand imagery across multiple touchpoints.

Advanced Refinement

ComfyUI’s workflow system enabled precise control over image generation and refinement. Through its comprehensive toolkit, we developed and fine-tuned visuals that aligned perfectly with The Ordinary’s existing brand guidelines. The platform’s ability to maintain consistency while allowing creative flexibility proved invaluable.

Professional Polish

Final refinements were executed in Photoshop, where AI-generated assets were enhanced and prepared for various marketing channels. This combination of AI generation and professional editing created a seamless workflow that produced high-quality, market-ready materials.

Implementation Strategy

Cross-Channel Integration
The project demonstrated how AI-generated content can be effectively deployed across multiple marketing channels, from social media to print collateral. Each piece maintained brand consistency while being optimised for its specific platform.

Brand Consistency

By utilising AI tools in conjunction with traditional design software, we maintained The Ordinary’s distinctive visual identity while exploring new creative possibilities. This approach ensured that all generated content remained true to the brand’s minimal, science-driven aesthetic.

‍

This project exemplifies how AI tools can enhance rather than replace traditional design processes, creating efficient workflows that produce professional-grade marketing materials while maintaining brand authenticity.

Project Gallery