An AI-Assisted Art Director Challenge

Oriel

Scope:

Creative Direction / Brand Strategy / Visual Identity / AI Collaboration / Editorial Systems

Overview:

Oriel is a fictional fashion brand rooted in quiet opulence, elegant, emotionally intelligent, and slightly surreal. Built in under 24 hours as part of an experimental design sprint, the project explores how AI can accelerate brand development without sacrificing intention, emotion, or editorial clarity.

Inspired by archival silhouettes, modern restraint, and the dreamlike mood of vintage perfume ads, Oriel blends sculptural softness with a sense of structure. The brand was created using a hybrid “AI x Human” workflow: Using ChatGPT for naming, voice, and strategy prompts; Visual Electric and Figma for visual direction; Notion to document tone systems and prompts; and Canva to mock up digital assets. Every AI-generated output was filtered through a curated emotional ruleset to ensure cohesion and charm.

The result is a full-stack brand blueprint, complete with logo directions, voice and tone guide, AI prompt library, content calendar, and original workflow system. Oriel proves that with the right direction, AI can be more than efficient; it can be poetic.