Dive Club 🤿
Phi Hoang - Creativity, Midjourney, and the future of brand design
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!
47:37
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Quick takeaways
- The integration of AI tools like Midjourney in design processes enables rapid visual iterations, enhancing creativity and output efficiency.
- A culture of flexibility and experimentation within the brand's design team encourages innovative strategies that resonate with their evolving identity.
Deep dives
Curiosity as a Core Brand Value
The concept of curiosity serves as a fundamental aspect of the brand’s identity, aiming to evoke a sense of wonder and inquisitiveness in its audience. This aim is not just about attracting users but instilling a feeling that leads them to engage with the brand, encouraging intuitive searches using its tools. The discourse incorporates anecdotal evidence, such as a young child instinctively suggesting the brand as a resource for queries, showcasing its effective penetration into the minds of users. By tying curiosity to a core emotional experience, the brand aspires to set itself apart from competitors and cultivate a loyal user base drawn to its ethos.
