AI-Driven Brand Identity · Academic Project · Elisava x The Clueless AI + Blend Showroom
Rebranding proposal through AI-generated visual storytelling, in collaboration with The Clueless — the Barcelona agency behind Aitana Lopez, Spain's first AI influencer.
The Brief
Reimagine Maison Moonsieur's identity for a speculative Barcelona 2029. The challenge: create a brand avatar that functions not as a visual mascot, but as a living persona capable of embodying the brand's values across physical and digital spaces.
The Creative Decision
A visual refresh would have been safe. Instead, the decision was to build a character. Alai is an artist who inhabits the border between physical and digital. No fixed gender, no single aesthetic. Constant mutation as creative identity. In a post-privacy Barcelona, Alai turns style into resistance.
The concept Hybrid Clash defines Alai's universe: a collision between the raw and the refined, the hidden and the dazzling. Every garment, every image, every gesture becomes a tool for constructing a free, shifting identity.
AI as Creative Medium
Working alongside The Clueless meant operating at the frontier of what AI can do for brand identity. But the project revealed something that became central to my practice: AI doesn't replace creative direction, it demands more of it. Without a strong conceptual backbone, AI output is noise. With one, it becomes a new expressive territory.
Every visual asset in this project was generated through AI. Not as a shortcut, but as the language itself.
Where This Led
Maison Moonsieur was the beginning of an ongoing investigation into AI, avatars and digital identity that now extends into corporate contexts at a global scale. The creative logic is the same: build characters, systems and narratives through AI. The applications keep expanding.