Decart: Visual Language & AI Workflow
At Decart I developed a custom visual language that embraced the aesthetics of AI rather than imitating trends. The approach stood out in a saturated field, evolved into multiple campaigns, and was supported by a pipeline for fast, consistent production.
I gave Decart’s products a distinctive voice by creating a visual language mixing speed, power and motion with dystopian grit, utopian shimmer and film like grain, combined with other custom styles like an early 2000s retro aesthetic.
To refine our style, I built custom LoRAs and a prompt system that defined how visuals were generated and iterated. I created datasets, fine tuned the model and adjusted until the texture, lighting and imperfections felt accurate.
Aesthetic Reference Kit
I enjoyed developing a visual language and building the pipeline around it, using AI, code and traditional motion design. It was fun to design prompt systems and create videos that gave the product its own voice and a clear presence in marketing.
