Brand & Product Design: AI Image Generator
Professional Work
June 2022 - April 2023
Defining the purpose of an AI product and bringing that to life visually and through the product.
The problem
DALL·E 2 isn’t for people.
The pictures and videos we see in consumer advertising today reflect a small population of our rich ethnic diversity. Brands need to tell compelling stories daily to stay relevant and top-of-mind. However, lean teams often lack the resources to do so, such as professional photoshoots. As a result, they are left with stock photography, which can become repetitive for their audience.
The year was 2022. DALLE2 shocked the world, proving that AI is finally ready for the masses. Generative AI is maturing, and brands will soon be able to leverage this technology to speed up their workflows and create the necessary content for each of their customer segments. Except, these AI-generated humans had way too many fingers and teeth.
About Re:cast AI
Re:cast AI enables anyone to achieve a new, diverse, and inclusive voice in their content.
We believe content can inspire and inform. Re:cast AI provides a scalable, transformational content creation platform that enables brands to effortlessly bring greater inclusivity and diversity to our world.
This technology goes beyond productivity. Consumers want to see themselves in the ads they are served. It is essential that all demographics and ethnicities are represented accurately, not just based on outdated biases and stereotypes. This is our overarching purpose. Our priorities are driven by the question: "How do we accurately and fairly represent the demographics around us?"
The Product
Re:cast AI was designed to address the broader vision of utilizing content to inform and inspire, as well as the practical needs of smaller companies that require personalized content for distinct customer segments.
Reflections
August 2025 (2.5 years later)
There was so much heartache and tears at the end of this because we were on to something great, but we didn’t play the startup game well enough. I was able to pour all my heart and soul into the design of the brand and product, to obsess over the reason why we should exist, why anyone should care about us, and what we can actually do for people throughout the platform. The promise of AI, then and now, remains in the unimaginative productivity sphere - faster, cheaper - when there are greater problems that this technology can solve: medicine, climate, and society.
Looking back at the designs and remembering the ambitions we had, it was definitely a shame that we never got far enough to implement the designs above and build the platform that, I think, we still need today. I think it’s why it took me this long to share the work here.
I’m thankful for the 9 months I got to pore over the user experience and think about how we can realise our vision through the features we are building. I’m thankful for the trust and belief that my co-founder had in me, the support and patience he gave me, and the guidance throughout this incredibly hard journey.