Collaborators
Christabel Angell
Ana Soman
AI opened up a new creative surface. It wasn’t about speed, but about expanding how ideas are explored and expressed.
It also created an opportunity to realise more ambitious ideas with fewer resources, supporting the brand’s messaging in new ways.
I introduced generative AI into the team’s workflow as a creative tool, using it to develop ideas closely tied to the brand narrative. The focus was on producing clear, usable outcomes rather than open-ended exploration.
Early work included a fictional coffee brand, created to explore how AI could support visual identity creation and inspire new use cases for Typeform’s customers. Concepts were generated through tools like Midjourney and refined through craft and post-production.
The 'miniatures'
Once AI proved its potential through early explorations like Roast and Grind, we saw an opportunity to bring it into the core of the brand.
The goal was to visualise the data itself, rooted in the people behind each Typeform response, but producing this at scale wasn’t feasible through traditional production. AI made this approach possible.
Miniatures represent the snippets of reality brought to you through Typeform.
