The project addresses the growing impact of Generative AI on the graphic design industry, where its increasing use in everyday business raises concerns about the relevance of human designers. As organisations begin to rely on AI for cost and efficiency reasons, a problem emerges in declining trust, authenticity, and emotional connection in branding. This project responds by targeting decision-makers such as marketing and brand managers, aiming to clarify the value of graphic designers.
The concept focuses on a direct comparison between AI-generated outputs and human design, highlighting differences in emotional resonance, storytelling, and brand alignment. Inspired by Software-as-a-Service advertising, a clean and modern motion graphics style was chosen to match industry expectations while delivering an evidence-based narrative.
Key design decisions include the use of blue-toned visuals to communicate trust and competence, and the selection of San Francisco Pro typography for clarity and familiarity.
The final solution consists of a YouTube video supported by a brochure, combining engaging storytelling with factual insights to demonstrate that human designers remain essential for meaningful and effective communication.