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Shakeel Mohamed

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
601 Graduate Studio 3
Faculty:
Gerardo Herrera

Midjourney Strategic Rebrand

Midjourney as a company has received tremendous amounts of press since their founding in 2021, however non-technical audiences could be discouraged from using it based on their visual communication. I aimed to help them remain competitive with the rapidly growing AI landscape by making the brand more approachable.
Project Website:
https://shakeelmohamed.com/projects/midjourney/
The Sail. Through my extensive identity exploration, this was the simplest abstraction of their sailboat logo.
Logo family system expressed through all brand colors: vertical lockup, icon, wordmark. These colors aim to connect with a broader audience across cultures, ages, and industries. The primary color palette helps Midjourney stand out from the majority of tech companies.
Though Midjourney has been a remote company, I wanted to imagine what their first HQ office space might look like. The HQ would feature a brushed stainless steel sculpture of the Midjourney sail outside.
I also envisioned Midjourney launching a user conference called Midjourney Navigate, to be held in San Francisco.
VIP invitations and membership cards to be sent to creative AI thought leaders.
An interactive installation the conference in a shape inspired by the sail symbol. With a height of 10ft, the display creates an immersive viewing experience.
Conference attendees could use microphones surrounding the installation to speak generative AI prompts in real-time.