A self-initiated brand concept exploring AI as a creative collaborator
WOODLINGS BRAND & DIGITAL
Woodlings started as a question: how far could AI take a brand concept, and where would I need to step in?
I built the whole thing from scratch, brand strategy, identity, and a full e-commerce experience, using AI as a creative collaborator throughout, but always as a tool, not a decision-maker.
Characters & World
I used ChatGPT Image 02 to generate the core character illustrations, directing the output through careful, iterative prompting. The hardest part 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, adjusting lighting, texture, depth, and composition until each scene felt cohesive. That's the kind of problem that looks simple from the outside but takes real creative direction to solve.
Logo, Patterns & Color
I used Gemini to explore logo directions, looking for the right playful, wooden-toy aesthetic. For the patterns and color palette, I worked with Claude to develop a visual system, whimsical and bold, designed to work together as a cohesive backdrop across the brand.
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WHERE WONDER GROWS
Website
For content and supporting imagery, I pulled in Claude, Gemini, and ChatGPT. But the core page designs, homepage and PDP, I designed myself in Figma. After several attempts, the AI-generated layouts didn't match the 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.