pixels& was charged with refreshing the Alliance’s visual identity and all related assets. The goal was to better reflect the client’s modern, technology-driven approach while ensuring that the brand resonated effectively with contemporary audiences and preserved its longstanding reputation for excellence.
How did you leverage generative AI to enhance your creative process?
This project marked our first venture into using generative AI for creative concepting. We quickly learned to harness its potential, enabling us to work faster and more efficiently. By using AI for rapid prototyping, we could explore and communicate ideas at a highly conceptual level, aligning everyone from leadership to marketing with the vision.
What was the biggest challenge you faced in this project?
The most significant challenge was achieving alignment among key stakeholders, each with their own priorities and perspectives. To tackle this, we led rapid prototyping sessions with AI, which helped visually articulate our ideas. We then presented to three levels of leadership, managing objections and guiding them toward a unified decision.
What impact did generative AI have on the outcome of this project?
Generative AI allowed us to rapidly iterate and refine concepts, which was crucial for stakeholder alignment. It not only sped up our creative process but also provided a clear visual language to communicate complex ideas, ultimately leading to a more cohesive and forward-thinking brand strategy for the client.
How did you position your recommendations to the client?
We scripted a presentation that clearly explained why we were making these recommendations. The goal was to reposition the client, which had the challenge of appearing outdated while marketing cutting-edge technology. We emphasized the need to connect with younger market buyers, who value purpose and a modern approach, helping the client resonate more effectively with this audience.
