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CREATIVEAILAB

CASE study: Visual Identity Design with ChatGPT

1. Introduction

In March 2025, ChatGPT performed an update where DALL-E 3 from OpenAI was replaced and this functionality around image generation was implemented in ChatGPT-4o itself. This version had been launched a year earlier in May 2024. The update provided a new height of number of users using the interface on the Web.

ChatGPT-4o excels in accuracy in developing images for which you enter a prompt. It additionally offers the ability to obtain a new transformed image with input from an uploaded image. This can serve in different purposes such as elements for digital design or inspirations from logo emblems to portrait photography. or social media ad content.

By that ChatGPT is trained based on online images and text. This update rolled out new relationship functionality between images and not only image description. In the guide explained here, you will notice how fluid the visual output can be and its usability for mockup designs or in some cases final products.

It is the fallacy to use ChatGPT with one prompt and expect proper output with it. More and better output can be obtained by “training” your conversation layer by layer to get better results.

 

Suppose:

“A linked-in post for my sunscreen brand.”

A.I. is already very close to a visual element that can be used in a sunscreen ad. The idea is to shape it more as desired and adapt it to the appropriate context.

That’s why there is the layer method. In this method, you go through questioning ChatGPT to get all aspects of a visual identity for a brand.

You can divide creating the visual identity into layers:

  1. Provide an idea of the brand as input
  2. Develop the elements of the visual identity separately (stock images, graphics, backgrounds)
  3. Use photo editing software such as Adobe Photoshop, Canva, Gimp, …
  4. Add together with typography and color definition.

Before creating visual output, the goal is to make ChatGPT understand what direction you want to take. You therefore include context in your prompts.

Structure:

[NAME][PRODUCT][PROBLEM][SOLUTION][VISION&VALUE]

Can you come up with a [NAME] for a brand around [PRODUCT]? I want [PRODUCT] to do [SOLUTION] around [PROBLEM]. The [NAME] should be related to [VISION&VALUE]

3.1 Brand concept and style guide - ChatGPT Conversation
Can you come up with a name for a brand around sunscreen? I want the sunscreen to be organic material that is biodegradable and free of preservatives and microplastics that can cause allergic reactions in people. The brand name should have something to do with the earth, the sun, life, climate and known represents transparency to customers.

🌱 Top selection with meaningful resonance

  1. Solterra

    (Combination of “Sol” = sun and “Terra” = earth)

    ➤ Sounds pure and powerful. Evokes an image of harmony between sun and planet.

  2. Luzéa

    (Derived from “luz” = light and “éa,” a soft sound reminiscent of water, air, life)

    ➤ Elegant, soft and radiates purity and light.

  3. Verdasol

    (Verde = green, sol = sun)

    ➤ Clear link with ecology and the sun. Usable well internationally.

  4. Sundara

    (Derived from the Sanskrit word for “beautiful” and “pure”)

    ➤ Exotic and spiritual, with a sense of natural beauty.

  5. Clairis

    (Clair = clear + -is for a soft, nurturing sound)

    ➤ Evokes transparency and purity, sounds like a care product.

    Other creative ideas

    1. Soléan

      (Sol + Élan = sun + life energy)

      ➤ Dynamic, fresh and vibrant. Fits a climate-conscious brand.

    2. Elaria

      (Fictional name, but sounds like “earth” + “light”)

      ➤ Elegant, premium-feel, but with a natural character.

    3. Aurethic

      (Aura + Ethic)

      ➤ For a brand that radiates and is morally pure. Ideal for an ethical and organic product.

    4. Lunara Sun

      (Luna + Terra + Sun)

      ➤ Balances sun and moon, nature and protection. Spiritual but accessible.

    5. Verisol

      (Veritas = truth + sol = sun)

      ➤ Emphasizes transparency towards the client, with a solar element.

Would you prefer a Dutch-sounding name, or do you like something international with premium appeal? Then I can more specifically suggest another second list.”

I really like 10. Verisol. Can you explain the vision to me in 1 paragraph?

Sure! Here is a vision for the Verisol brand:

Verisol stands for fair sun protection that is in harmony with people and planet. Our sunscreen is developed with 100% organic, biodegradable ingredients and contains no preservatives or microplastics that are harmful to the skin or the environment. We believe in radical transparency: from formulation to manufacturing process, our customers know exactly what they are putting on their skin. Verisol not only protects from the sun, but also contributes to a healthier future for our earth. Sun, truth and care – that is the essence of Verisol.

Let me know if you want this in English as well, or in a different tone of voice (e.g. more poetic or more commercial).”

Can you explain to me the visual feel and the vibe? Explain to me what this looks like and what feeling it conveys.

Absolutely. Here is what Verisol looks and feels like as a brand - in terms of style, vibe and emotion:

🌿 Visual Feel and Vibe of Verisol

Verisol exudes a sense of pure simplicity, trust and connection to nature. The brand exudes transparency and softness, but with a subtle luxury that is not showy. Think minimalist design with soft, organic shapes and plenty of breathing room. The colors are earthy and sunny – no bright colors, but natural tones such as:

  • warm beige and sand color (sun & skin),
  • sage green or olive (earth & nature),
  • soft gold or ochre (sunlight),
  • transparent white or light blue (brightness & sky).

The logo is simple and clean, with a modern sans serif font or a soft serif, possibly with a small symbol representing the sun or a leaf – subtle, not cliché. On packaging, use matte, recyclable materials, preferably with a light texture (such as recycled kraft paper or bioplastic with a natural feel).

☀️ The emotion: what the customer feels

  • Confidence: They feel comfortable applying something pure to their skin.
  • Awareness: They are part of a larger movement toward sustainability and ethics.
  • Caring: For themselves, for their children, for the planet.
  • Serenity: No overwhelming marketing language, but clear, honest communication.
  • Sunny serenity: A brand that feels like a warm breeze on a pure summer day.

Let me know if you also want mock-ups or a mood board (e.g., for pitch, branding or website), or if you need help with tagline, storytelling or packaging copy.

Please do so in a paragraph

Verisol exudes pure simplicity, confidence and connection to nature.
Verisol exudes pure simplicity, confidence and connection to nature. The brand feels warm and transparent, with a serene, minimalist look in earthy tones such as sandy beige, sage green and soft gold. The visual style is clean and breathable, with natural shapes, recyclable materials and a subtle luxury that exudes tranquility. Avoiding busy branding or bright colors, Verisol opts for clarity and softness – a care product that feels like a warm, pure summer day. It instills confidence, awareness and caring in customers who choose honest, skin-friendly and planet-friendly protection.

Now a paragraph describing the visuals around the feeling the brand gives without words.

Verisol feels like the first sunlight on your skin during a quiet morning by the sea.
Verisol feels like the first sunlight on your skin during a quiet morning by the sea. The packaging is light in the hand, with a matte texture that feels soft like sand between your fingers. The colors are warm and natural: the beige of dried grass, the green of young leaves, the gold of low sun. Round shapes and subtle lines bring balance and tranquility, as if everything is breathing at its own rhythm. There is space, silence and clarity – no frills, just natural harmony. The eye is not directed, but invited. Verisol communicates without words: pure, honest and fully present in the moment.

Can you get people involved in the concept of the visual here?

Sure. Here is a modified paragraph that also subtly involves people in the visual feeling of the brand:
Verisol feels like a calm summer morning where people are moving freely in nature – a mother oiling her child under a gently shining sun, friends walking barefoot through warm sand, a young couple enjoying silence at the water’s edge. The packaging is light, matte and feels natural – like an extension of your skin. The colors flow with their surroundings: the beige of earth, the green of leaves, the gold of sunlight on skin. The shapes are round and open, like gestures of care and connection. Nothing is forced, everything flows. Verisol is not a loud presence, but lives with the rhythm of people who are conscious and gentle with themselves and their surroundings.

Describe to me with this now a mood board or vision board for this brand

Gladly! Here is a description of a mood board / vision board for the brand Verisol, built around the core values: purity, softness, connection with nature and people, and subtle luxury.

🌞 Mood board for Verisol – “Fair sun on fair skin”

1. Color palette – Earthy & Sunny.

  • Sand beige and warm ivory – for a sense of tranquility, simplicity and skin closeness.
  • Soft sage green and olive tones – bring in the earth, with a link to plants and sustainability.
  • Light gold, apricot and honey yellow – references to sunlight on skin and warmth.
  • Milky white and airy blue-gray – for transparency, air and openness.

2. Materials and textures.

  • Matte, recyclable tubes and glass jars, possibly in bio-plastic or aluminum with a satin finish.
  • Textured paper for labels, as a subtle nod to handmade.
  • Wooden accents (such as caps or display stands) in raw maple or bamboo.

3. Images – Man & Moment

  • Close-ups of skin in natural light, unfiltered, with freckles, smiles, grains of sand.
  • Images of people in gentle interactions: a hand rubbing, a child smiling in the sun, someone breathing with their face to the sky.
  • Landscapes with natural light: a deserted dune path, sunlight through leaves, a reflection on water.

4. Typography & Branding.

  • Modern, sans serif font or a light serif with soft curves.
  • Everything is light and spaciously set, without busy visuals or garish text.
  • Icons or line illustrations: a subtle sun, a leaf, a drop – organically and thinly drawn.

5. Emotion & Vibe

  • The mood is slow, deliberate and warm.
  • It invites slowing down, touching and caring – for yourself, each other and the planet.
  • No luxury that creates distance, but an authentic softness that feels good, without explanation.

Would you also like this mood board visually constructed (e.g. as a Canva board, PDF or with reference images)? Then I would be happy to prepare that for you.


Now in 1 paragraph please

Verisol' s mood board exudes a soft, natural luxury that radiates tranquility and connection.
Verisol’ s mood board exudes a soft, natural luxury that radiates tranquility and connection. Earthy tones like sandy beige, sage green and honey gold are combined with transparent white and soft blue, reflecting sunlight on skin and sky. The images show people in intimate, caring moments: a hand applying sunscreen, bare feet in warm sand, a child smiling in the light. Materials are matte and tactile – recycled paper, bio-plastic, wood – with rounded shapes and open space. Typography is light and minimalist, with thin lines and soft curves. Verisol feels familiar and honest, as if the sun itself is gently touching you, in harmony with man and earth.

Okay now create a visual mood board so I can see this

Visual mood board
Okay now create another concept

Visual mood board
This looks good, let’s go for the first mockup. Explain to me what my brand looks like across all marketing assets. Explain to me how my visual brand identity can be applied across different digital marketing assets.

Great that you choose the first mockup - that means your brand "Verisol" visually leans on soft, natural elegance with a strong human and environmental connection. Below I explain how your visual brand identity can be seamlessly applied to different digital marketing assets:

1. Website

  • Hero section with sunlit images of people in caring moments, like in your mood board.
  • Use of lots of white space, soft beige and green tones, and round buttons with subtle shading.
  • Transparent ingredient list in soft typography, as a tribute to your honesty.
  • CTA buttons in natural gold or olive green, with soft animations on hover.

📱 2. Social media visuals (Instagram, Facebook, Pinterest).

  • Photo series of users in natural settings: dunes, forests, beach.
  • Quotes in minimalist typography about skin, sun, earth and trust.
  • Use of organic shapes as overlays (such as rounded spots in beige/green) for visual tranquility.
  • Highlights in pictogram style: a sun, leaf, drop – in fine line drawings.

📧 3. Email marketing (newsletters).

  • Header image in soft tones with natural photography.
  • Segments with plenty of breathing room, light background, and soft call-to-actions such as “Find out how we protect your skin.”
  • Font in open sans or similar, with a warm beige background for a natural reading experience.

🎥 4. Video ads and reels.

  • Slowly edited shots with natural lighting and close-ups of touch (hands on skin, applying sunscreen).
  • Quiet soundtrack, preferably acoustic or ambient.
  • Text on screen in fine typography with animations appearing as sunlight or wind movement.

🛍️ 5. Product pages & webshop visuals.

  • Products photographedon stones, wood or sand, as in the mockup.
  • Icons with meaning (biodegradable, free of microplastics, skin-friendly).
  • Explanation in transparent language: “What you put on your skin should be as pure as what you eat.”

🧭 6. Ads and banners (Google Ads, display)

  • Clean visuals with 1 clear message: “Sun protection without secrets.”
  • Quickly recognizable color code (sandy beige + soft green), a smiling face in natural light.
  • Always visually breathable – no busy graphics or text blocks.

Now would you like me to visually suggest some of these assets (like an Instagram post, website mockup, or email template)? If so, I’ll be happy to generate them.

Okay now create a graphic that visually demonstrates what this would look like.

Visual mood board
Create this for Instagram and social media, a website, newsletter and digital products on the website, stories, ads….

Visual mood board
I liked the color composition of the previous mockup better, but could you throw in a light accent of color like the orange shown in the last mockup?

Visual mood board
(inserted in chatGPT prompt for reference)
Can you implement the color palette of the above mockup with the first mockup you created? 

Visual mood board
Could you create additional stock images in a 3×3 grid with 9:16 ratio per image?

Visual mood board
Could you create additional stock images in a 3×3 grid with 9:16 ratio per image?

After you have more progression in the visual identity, you can ask for elements that are complementary to the tone of the brand.

[NUMBER][ELEMENT][BACKGROUND COLOR][STYLE]

Can you give [NUMBER] ideas about an [ELEMENT] that fits into this visual identity? Think about [BACKGROUND COLOR][STYLE] images.

We continue where we left off with the last image that ChatGPT provided us.

Visual mood board
Can you come up with more ideas around this and create in 3×3 grid collection with a 9:16 ratio per image?

Visual mood board
Can you give ideas about more stock images that fit the brand, in 1 paragraph?

For the Verisol brand, stock images that depict soft, natural moments of care with warm sunlight tones and a serene, skin-neutral atmosphere are appropriate.

For the Verisol brand, stock images that depict soft, natural moments of care with warm sunlight tones and a serene, skin-neutral atmosphere are appropriate. Think close-ups of hands smearing sunscreen on shoulders or back, parents rubbing their children in the morning sun, or friends enjoying themselves together on a dune path. Images of sunlight through leaves, feet in fine sand, or wicker baskets with sun hat and linen cloth also reinforce the sense of simplicity and connection. It’s all about honest touch, natural textures and sun protection that feels like a moment of rest – in harmony with yourself and the earth.

Make this a 3×3 grid with 9:16 ratio

Visual mood board
Could you create additional background images in a 3×3 grid with 9:16 ratio per image?

Visual mood board
Could you create additional fabric particles as sand or in sand color in a 3×3 grid with 9:16 ratio per image?

Visual mood board
Could you do this on a transparent background? A texture of dust particles?

Visual mood board
Can you make sand particles as texture on a black background?

Visual mood board
Create a 3×3 grid with a 9:16 ratio.

Visual mood board
Can you do this in a 2×2 grid with a 9:16 ratio? Make sure there is more sand present.

Visual mood board
Now have the sand go more top left or bottom, top right or bottom or just more randomly across the piece of canvas. Not centered as shown.

Visual mood board
Make this more saturated so there is a good contrast between the color of the sand and the black, do this with more sand in each canvas if necessary.

Visual mood board
Can you give 10 ideas of an emblem or graphic element that fits into this visual identity? Consider transparent sticker-style graphics.

Visual mood board
Can you create more variations or similar symbols like element 2 (the sun)

Visual mood board

First we try to ask ChatGPT to separate the images from every collection (3×3 grid/2×2 grid prompts).

Can you upscale the first image, the 7th image and the 9th image please, can you give them back separately. 1:1 ratio so it fits in a 1080x1080px canvas.

Here are the individually cropped and upscaled 1080x1080px images from the collage:

Here are the individually cropped and upscaled 1080x1080px images from the collage:

  • 🔗 1st image (sun drawn on back)
  • 🔗 7th image (product in basket with book)
  • 🔗 9th image (woman meditating in white shirt)

Let me know if you want more extracted or edited.

In order to get better quality of the separate images, we will use an upscaler with the tool ‘Upscayl’. Download link: https://upscayl.org/download

After installation, upload your image we obtained from ChatGPT. Select an output folder and keep the settings unchanged.

After we put all our images through the upscaler of ‘Upscayl’, it is time to put them all together. For this guide we will choose Adobe Photoshop as application.

On the navigation bar at the top, press File > New.

We will use a 1:1 ratio with 1080×1080 px format, this is in context of social media advertisements.

Now drag all our images in that we want to use. I will put the upscaled images of the separate images in, as well as the whole collection, the graphic elements and background textures.

For this guide, I will use the leaf background. As shown in the bottom-left of the upscaled image of the whole collection.

Then, Press ‘T’ for the Text tool. Add in text to your liking. In this case we will put in “Zonnebrand Zonder Geheimen” and “Verisol” in.

After this, we will use the symbol sheets we generated.

Press ‘M’ and drag your mouse over the subject you want to use.

After having it selected and seeing the dashed line moving around your subject, press the square with the circle in it as shown in the image above. This will create a mask layer and erase all the content around it.

With our selection still on the layer we just edited, looking at our layer tab, we press the bar above the layers that say ‘Normal’. This is our blending mode tab in which we can manipulate the color interpretation of an image. For this instance we go for ‘Linear Dodge (Add)’. This will remove the black background from our symbol which we selected.


In our upscaled image of all images together, I want the top middle image because it gives me the image of a product.

Press ‘CTRL + T’ to transform the image and scale it bigger on the canvas.

Press ‘W’ and select the subject of the tube.

Just like we did for our symbol, press the square with circle in it for a mask layer.

Press CTRL + T to resize the image.

We then select the tube/product again with ‘W’ and below we can use the Generative Fill function in Adobe Photoshop. I want the text in nonsense removed from the middle. Therefore I type ‘Erase the text’ in the bar.

No we can finalize our visual for of our social advertisement. By using the assets that were outputted from our conversation with ChatGPT, we can become many different outcomes if you put them all together.