Embracing Change in Brand Identity

2024 was the year the Perplexity brand took over the design community. And a big reason why is because of Phi Hoang.

So this week’s episode is a deep dive into brand experience design and creativity with AI tools. We get an inside look at:

• Phi’s creative process with Midjourney
• Why Perplexity thinks of the brand in “seasons”
• Phi’s tool stack for creating marketing videos with AI
• Behind-the-scenes of how Phi stumped the founder of Midjourney
• Why Perplexity cares about creative consistency > visual consistency
• a lot more

• Phi referenced the episode with Henry Modisett the Head of Design at Perplexity
• Mike Smith from Smith & Diction is who Phi collaborated with on the initial brand identity
• Phi uses Midjourney for image creation
• He also mentioned Runway, Luma, and Krea for video work.