Fresh tastes best.
Time for a brand relaunch! That’s what AFMO and we thought almost simultaneously. A new logo was needed, a new positioning under a new claim, and of course a new website.
However, one of the first assets to convey the new look was the annual report – not usually a project you’d associate with exciting design. That’s precisely why it was meant to feel fresher and more engaging this time: away from familiar imagery and towards an individual, modern style.
To achieve this, we opted for an “illustrated” style instead of the usual cow photos—developed from scratch and tailored specifically to AFMO. AI tools helped transfer the parameters we defined to different motifs and create a consistent, clean look. The result was convincing across the board—and an excellent basis for further measures as part of the AFMO relaunch.
The role of AI:
To develop the “illu style”, we used Figma Weave. First, we defined parameters such as colours and level of detail, and then had the AI generate images. The big advantage was that the unique style could be used consistently across every topic area, as the AI transferred each selected motif into the desired style with precise detail. And, of course, there was no need for a photographer either. What must be noted, however: the actual research and working time was NOT shortened by using AI! Ensuring consistency was definitely easier, but the “bubble” of work steps behind the result was immense.
CLIENT CONTACT
Owner, Managing Partner: Dirk Schulte
THE KAINZ_TEAM
Consulting / Strategy: Robert Kainz
Project Management / Traffic: Janin Vetterl
Creative Direction: Markus Sänger
Art Direction: Corinna Haberer
Graphic Design: Nunnapat Phromkhiri
