LATEST PROJECT
MIDJOURNEY REBRAND
A text-to-image tool. Where AI and Human Creativity are in perfect harmony.
This rebranding project for Midjourney was developed in my portfolio class under Professor Joseph Han’s guidance, aiming to elevate the brand’s identity through storytelling. After extensive research into Midjourney’s market position and conceptual explorations through logo sketches, I defined Midjourney as a "text-to-image tool" where AI and human creativity exist in harmony. This informed my logo design, notably the letter 'I' in "Midjourney" breaking into two 't's, symbolizing how images are generated from diverse texts.
For the visual identity, I decided to use the idea of fragmentation and reformation. In posters and social media visuals, I fragmented letters and extended them to interconnect, forming new typographic compositions. This treatment also guided the motion designs for the opening and generation animations, reinforcing the juxtaposed 'I'. Additionally, I renamed Midjourney’s platform categories from "explore," "create," and "organize" to "idea," "input," and "image," embedding the logo into each.
Expanding the rebrand, I conceptualized a collaborative campaign with the MET, merging traditional art with futuristic technology. Centered around "stylize your vision," this campaign highlights the immersive appreciation of authentic artworks and Midjourney’s ability to effortlessly visualize user imagination. I want to integrate the function of a traditional museum and a AI tool and ultimately make viewers able to experience how their visions can come true at ease and provide users the opportunity to absorb a range of artistic aesthetic for them to understand the history of art and the development of style.
