Running brand identity sprints with generative moodboards

Traditional brand identity projects take months. We've compressed that to days using AI-assisted moodboards and structured narrative frameworks.

Here's how our 5-day brand sprint works:

Day 1: Discovery and narrative mapping. We interview stakeholders, map brand values, and define the emotional territory the brand should occupy. Instead of starting with visuals, we start with story.

Day 2: AI moodboard generation. Using Midjourney and custom prompts, we generate hundreds of visual directions in hours. The AI doesn't replace creative judgment—it amplifies exploration, letting us test more directions faster.

Day 3: Curation and synthesis. We narrow from hundreds to 3-5 directions, then use AI to generate variations, color palettes, and typography explorations. The human creative team focuses on strategic choices, not manual execution.

Day 4: System design. We build out the chosen direction—logo variations, color systems, typography scales, component libraries. AI helps with consistency and generates variations for edge cases.

Day 5: Documentation and handoff. We create brand guidelines, asset libraries, and implementation specs. Everything is ready for the product team to use immediately.

The key is treating AI as a creative amplifier, not a replacement. It handles the tedious exploration and generation, freeing humans to focus on strategy, curation, and craft. We've run this sprint for 12 brands, and every one shipped on time with higher quality than traditional processes.