UI, art direction, design
WOODLINGS BRAND & DIGITAL
Woodlings began with a simple idea: wooden toys with personality. Working from the ground up, I defined the brand strategy and built a complete identity and e-commerce experience, including the logo, typography, and visual systems.
To bring the brand to life, I art-directed a cast of characters using AI image generation, focusing heavily on iterative prompting to ensure a cohesive aesthetic across every touchpoint.
IMAGES & VIDEOS
I utilized ChatGPT Image 02 to generate the core character illustrations, carefully guiding the output to maintain strict brand consistency. I then extended the visual system into motion design, using Runway to produce the animated video elements that anchor the homepage hero section.
LOGO, PATTERNS & COLOR PALETTE
I used Gemini to generate logo concepts, exploring a range of directions to land on the right playful, wooden-toy aesthetic for the Woodlings brand. For the patterns and color palette, I worked with Claude to develop a visual system that felt whimsical and bold, exploring pattern ideas and color combinations that would work together as a cohesive backdrop across the brand.
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WHERE WONDER GROWS
WEBSITE
For content and supporting imagery, I used Claude, Gemini and Chat GPT to generate additional assets and copy. But for the core page designs, the homepage and product detail page, I designed them myself in Figma. After several attempts, the AI-generated layouts didn't match the specific vision I had for the brand, so I took over and built them from scratch.
HOME PAGE
PDP
FINAL THOUGHTS
The biggest challenge wasn't generating individual images, it was getting all six dioramas to feel like they belonged to the same world. Maintaining a consistent visual style across the full character cast required significant prompt refinement, iterating on lighting, texture, depth, and composition until each scene felt cohesive. It's the kind of problem that looks simple from the outside but takes real creative direction to solve.