Dive Club 🤿 Phi Hoang - Creativity, Midjourney, and the future of brand design
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Nov 27, 2024 Phi Hoang, a brand experience designer at Perplexity, is celebrated for pushing creative boundaries with AI tools. In this engaging discussion, he reveals his creative process using Midjourney and talks about branding in 'seasons.' Phi explains the importance of emotional connections in branding, the evolution from utility to deeper engagement, and the vital role of experimentation. He also shares insights into his favorite tools like Runway and Krea, and reflects on the vulnerability of sharing creativity online. Prepare for some inspiring ideas!
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Merch Design Process
- Perplexity aimed for a simple, vintage, timeless feel for their first merch collection.
- The team collaborated closely with Smith & Dixon, iterating on designs in a Figma file.
Merch Manufacturing
- Perplexity's merch creation involved a complex process of working with overseas manufacturers.
- They focused on custom-made garments and details like embroidery patches, prioritizing quality over speed.
Brand Strategy
- Perplexity's brand strategy centers on evoking curiosity and wonder, rather than focusing solely on product features.
- This approach aims to make Perplexity the go-to resource for satisfying curiosity.