Cat How and her team at How&How faced the challenge of rebranding an AI design platform, Ideogram. They approached this with "cautious adoption, not blind enthusiasm," ensuring their work honoured human creativity while acknowledging AI’s potential.

The project was fraught with moral dilemmas. How could designers build an identity for technology that many fear might replace them? The answer lay in a blend of irony and pragmatism, recognizing the inherent tension but moving forward with openness and honesty.

AI scepticism is deeply ingrained among creatives, with 73% worried about job security. Yet, questioning AI isn’t mutually exclusive to curiosity. Engagement over fear led How&How to embrace tools like Ideogram, understanding that AI can enhance rather than replace human skills.

Ideogram’s decision to work closely with human designers set it apart from other AI brands. Their identity reflects a blend of machine efficiency and human craftsmanship, proving that collaboration, not confrontation, is the future.