Daniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles.
Last week, legendary design studio Pentagram shared the case study for one of its latest projects, a new design for the Federal Government's performance tracking website. Unless it reveals bold new look for a renowned brand, agency case studies always don't tend to attract a ton of attention outside of the design industry. But this one made quite the splash for one very simple reason: it involved the use of AI.
We caught up with the renowned designer, who has been a partner in the New York office of Pentagram since 1991, about the rationale behind Pentagram's use of Midjourney, and why the response to the case study is unlike anything she's seen in over 30 years.In short, all the different divisions of the federal government make annual reports, and they go on a website called, and the reports are very cumbersome and dense, as if they don't want ordinary people to really read them.
Bruno had worked with AI before, and he knew Midjourney. These tools couldn’t do our work – they couldn’t create the right images, and Bruno didn’t want to use more than five prompts or you’d be doing it forever. So he made the paintings of our drawings, and he designed an entire style, made with paint and tape. They are originals. He is an illustrator. This was then programmed into the computer, and now we have 1500 illustrations in that style.
I've never seen anything like this happen when we post something – people questioning who got hired to do the illustration or photography, I don't remember ever having comments like this. I've had people not like the work or think it's crap or whatever, that's sort of the ordinary. But this was different, and it was the Midjourney thing.
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