More drafts before anything is decided

Above all in the draft phase: several approaches worked out far enough to be comparable, drafts with realistic text and images instead of dummy text, transfer to further pages and screen sizes, as well as the states that tend to be missing from a draft – empty lists, very long names, error messages. Instead of two drafts there are ten approaches to choose from, most of which are discarded. That is exactly where the value lies.

No. Choosing remains the actual work: which direction fits the brand and the task is a decision, not a calculation. AI supplies material to compare and takes the legwork off your hands, such as transferring a layout to many formats. Without someone who curates and checks against the corporate design, all you get is more files.

We clarify licence, provenance and brand risk before anything goes into a campaign or onto a product page. For drafts and internal review the requirements are lower than for published imagery. Where rights are unclear or a similarity to protected designs could arise, we avoid it or produce the traditional way. This check is part of the service and is not left to you.

For screen design and web, because many screen sizes and states have to be covered there anyway, for presentation and concept images, and for social formats with many crops. It is less suitable wherever precision counts – artwork preparation, print files, technical illustrations. Everything that comes out of the process, we check against the corporate design and the objective.