Проект основан на айдентике бизнес-центра «Среда», разработанной мной в прошлом году. В новом этапе работы я обратилась к AI как к инструменту переосмысления визуального языка бренда и поиска альтернативных решений.
Исходный проект
Айдентика исходного проекта строилась на принципах минимализма и швейцарского графического стиля. Стиль формировался как лёгкий, «воздушный» и ненавязчивый, с аккуратным обращением к экологической тематике без её утяжеления. Визуальный язык проекта основывался на природной цветовой палитре, чистых композициях и ощущении пространства и дыхания, характерном для современной офисной среды.
Ребрендинг с ИИ
Для генерации визуальных образов применялись Sora и Gemini, для формирования и уточнения концепции, а также работы с текстами и промтами — ChatGPT.
В рамках ребрендинга я сознательно решила уйти от офисной эстетики и довести природную тему до предела. Новый визуальный образ полностью смещается в сторону природы, органики и постапокалиптического ощущения «возвращения среды».
Gemini
Gemini
A professional photo of a business card for «Sreda Business Center». The card is white with a grainy texture. A tiny bag of real green moss is clipped to the top left corner with a paperclip. On the right, a mossy logo in the shape of a «C». At the bottom left, there is grey text in Russian: «ул. Лесная тропа, д. 5, Квартал 'Липовая роща', МО», followed by a phone number and website «sreda-bc.ru». The background is a clean grey aesthetic with stones and moss.
Krea
Conceptual studio photograph of a laptop case designed as a living moss object. Exterior surface fully covered in lush green moss, sculptural and intentional. Interior opening precisely cut, revealing a clean metallic laptop keyboard untouched by moss. Contrast between organic nature and cold technology.
Gallery-style lighting, contemporary design object, eco-luxury brand identity. Neutral background, no shadows, no clutter.
Krea
Conceptual studio photograph of a USB flash drive disguised as a raw stone, placed next to a minimalist laptop. The stone is heavily overgrown with lush, wild green moss — thick, uneven, organic, spreading naturally across the surface, growing out of cracks and crevices. Moss feels alive, slightly messy, forest-like, not decorative. The USB connector subtly emerges from the stone, precise and metallic, creating a sharp contrast between organic matter and technology. A clean, modern laptop is positioned nearby, partially visible, untouched by moss — smooth aluminum surface, cold and minimal. The laptop serves as a contextual object, emphasizing scale and contrast, not competing for attention. Strong contrast between living nature and industrial technology. Gallery-style studio lighting, soft and diffused. Neutral light background, no harsh shadows, no clutter. Contemporary design object, conceptual eco-luxury brand aesthetic. Calm, quiet, intentional composition. Ultra-realistic, high texture detail, tactile surfaces. Aspect ratio 9:11.
Krea
Studio fashion portrait of a young woman wearing an oversized gray hoodie integrated with living moss and small wildflowers. Soft natural green moss patches organically growing on the hood, shoulders, sleeves and torso, with tiny blue-purple flowers embedded. Conceptual eco-fashion design, nature reclaiming clothing. Minimalist aesthetic, Swiss design sensibility, airy and clean composition. Neutral white background, soft diffused studio lighting, no harsh shadows. Natural skin texture, calm expression, slightly turned head, subtle curls framing the face. High fashion editorial photography, ultra-realistic, sharp focus, high detail fabric texture.
Gemini
A studio photo of an open white plastic box on a grey background. Inside the lid, there is an olive-green square sticker with black Cyrillic text that says: «СОТРУДНИКУ БЦ 'СРЕДА'», below it «Набор для снятия тревожности», and at the bottom «С заботой, 2024». The box contains a small burlap sack with herbs, a sage smudge stick, palo santo sticks, incense cones, a polished stone, a silver fidget spinner, and a scroll. High-quality product photography.
Sora
A surreal digital art piece for a business center advertisement. People are sitting comfortably and working on laptops inside a lush, dense green forest thicket that has grown right in the middle of a grey city. Above them, a large letter «C» made of moss and stones floats in the air. At the bottom, white minimalist sans-serif Cyrillic text reads: «Бизнес центр Среда ждет именно тебя». The atmosphere is calm, organic, and peaceful, contrasting with the urban environment.
