As the concept around the site for artificial intelligence and logistics software startup Auger was being molded, we envisioned a visual system built around the everyday items we might take for granted. We needed a way to quickly spin up very specific assets that all needed to be consistent with a very specific (and evolving) brand. I drove the process and execution of using simple photos shot with phones and recontextualizing them using features in Midjourney.

As the brand evolved the concept became something else, but we were able to create a sizeable library of assets that felt familiar and intentional.