Artificial intelligence in the branding and design process
Level: Beginners
St. Pölten UAS
The aim of the designed workshop is to give students an understanding of how artificial
intelligence can be integrated into the creative process, more specifically the branding and design
process, through theoretical input paired with individual practical exercises. To this end, various
basics about artificially intelligent systems will be examined theoretically and then classified
practically from the perspective of designers. The focus is therefore on conveying a comprehensive
understanding of machine-learning systems, which students will be able to use in their everyday
work in the future.
In order to achieve this, the workshop consists, in addition to the rather short theory sessions, of
an individual practical project that unfolds along the practical exercises - specifically, this is a
branding project (visual identity) of a real or fictitious brand (freely selectable), which the students
realize with the help of various AI tools. Based on the knowledge imparted, an entire branding
process, from briefing, research, target group and persona creation to the development of the
color palette and imagery, the logo and the final presentation (all with the help of AI), is run
through in the course of the workshop.
Content:
Each thematic block represents one workshop day (Mon-Fri)
Dear AI, who are you? (2 LE)
- Origin of AI
- How AI works
- Training of AI
- Areas of application of AI (Generative AI, Large language models)
- AI image generators (Adobe Firefly, Midjourney, DALL-E)
- Practical exercise 1 (topic selection with AI) (2 LE)
- Practical exercise 2 (briefing creation with AI) (2 LE)
- Practical exercise 3 (various research with AI) (2 LE)
Dear AI, what can you do? (2 LE)
- Creativity research
- Creativity and AI (Types of creativity)
- Co-creation humans and machines (Types of cooperation)
- Prompting for AI (Types of prompts, Prompt frameworks)
- Consistent design with AI (Consistent imagery)
- Practical exercise 4 (target group with AI) (2 LE)
- Practical exercise 5 (personas with AI) (2 LE)
- Practical exercise 6 (Value base with AI) (2 LE)
Dear AI, how do you operate? (1/2) (2 LE)
- Creation process (Design Thinking)
- Branding process (Process models)
- Creative ways of thinking (Divergent and convergent thinking, Thinking processes and methods)
- Strengths of AI
- Weaknesses of AI
- Practical exercise 7 (moodboard with AI) (2 LE)
- Practical exercise 8 (color palette and imagery with AI) (2 LE)
- Practical exercise 9 (logo design with/without AI) (2 LE)
Dear AI, how do you operate? (2/2) (2 LE)
- Time and content dimension of AI (Advantages and added value of AI)
- AI in the branding process (AI in the Discover phase, AI in the Define phase, AI in the Develop phase, AI in the Deliver phase, AI-supported branding process)
- AI in Photoshop and Illustrator (Functions and procedures)
- Practical exercise 10 (logo development with/without AI) (2 LE)
- Practical exercise 11 (Mockups with AI) (2 LE)
- Practical exercise 12 (Presentations with AI) (2 LE)
Dear AI, what’s your destination? (2 LE)
- Law and AI (Copyright and AI, Training data from AI, Data protection and AI, EU-AI-Act)
- Ethics and AI (Diversity, Sustainability, Humans and AI)
- The future and AI (Change in the professional field, Opportunities and risks of AI, Symbiosis humans and machines)
- Practical exercise - completion of the project (2 LE)