Airo is a fictional brand concept developed as the practical case study of my bachelor thesis. The project was created to investigate how different AI tools can support a conventional branding workflow and where human design judgment remains essential.
The process followed established design methods and used AI primarily in ideation and workflow-supporting phases. Content, creative direction and evaluation criteria were defined by me, while AI tools were tested as accelerators for research, variation, visual exploration and process optimization.
The thesis combined a written scientific analysis with a visual brand application, resulting in both a practical branding case and a critical conclusion on the implementation of AI in traditional design methods.

Context

Bachelor thesis on AI-assisted branding workflows

Project Type

Fictional brand case study created to evaluate AI integration in a complete branding process

My Role

Research, brand concept, AI workflow evaluation, creative direction and final visual execution

Responsibilities

Tool research, process mapping, prompt-based ideation, visual exploration, design evaluation, brand development and thesis documentation

Process

Analysis of available AI tools, integration into established branding methods, iterative ideation, critical evaluation and final visual application

Outcome

Scientific bachelor thesis with a practical brand identity case study for Airo and a conclusion on the use of AI within conventional design workflows

Tools

ChatGPT, Midjourney, DALL·E, Stable Diffusion, Adobe Firefly, Photoshop, Illustrator

Skills & Methods

AI-assisted research, prompt-based ideation, visual exploration, brand design, visual identity, design methodology, critical evaluation, creative direction