Moty Weiss explores how generative AI — specifically Midjourney — can be used to maintain visual consistency in branded design. Published by the UX Collective, the article documents Weiss’s experiment in using Midjourney to replicate the unique illustration style of Lemonade, a company known for its minimalist, playful vector artwork. The central question raised is whether AI can be a viable co-creator when trying to uphold brand identity at scale, especially in fast-paced environments where internal design resources may be stretched.
Weiss outlines a detailed workflow: reverse-engineering the visual DNA of Lemonade’s illustrations, fine-tuning prompts in Midjourney, and iterating across outputs to preserve brand tone. This approach is not only a creative challenge but also a test of the limits of current generative models in terms of precision, consistency, and stylistic control. The article balances optimism and realism—acknowledging that while AI can accelerate ideation and support consistency, it still requires a designer’s judgment to validate and refine results. The piece concludes with thoughtful reflection on how AI might change the creative workflow, positioning it not as a replacement but as a strategic extension of a designer’s capabilities.
