AI to Architectural Scale
Translating early-generation Midjourney branding into a viable physical graphics system across multiple locations and radically different formats.
The Challenge
Square, lower-resolution AI imagery had to become an architectural graphics system.
The client used Midjourney to generate the conference branding imagery at a time when there were far fewer production-ready AI tools than there are today.
The source art was relatively low resolution and primarily created in square formats, while the final event required horizontal, vertical, curved and window-based applications at very large scale.
The Production Work
The problem was not generating the image. It was making the image survive production.
I worked with design and layout teams to determine how the source imagery could be enlarged for large-format output, how aspect ratios could be adapted without simply stretching the art, and how the same visual language could remain cohesive across very different architectural applications.
We also explored AI as part of attendee activations, including a selfie-wall concept that could place an attendee into one of the four branded visual worlds.
The Result
Roughly 350,000 square feet of graphics turned AI-generated source imagery into a physical event environment. The project demonstrated where generative tools were already useful—and where production knowledge, layout judgment and human decision-making were still essential.