+ Creative Direction
+ Brand & Campaign Strategy
+ AI Workflow Design
+ Art Direction
+ Digital & Print Systems
Olio is a conceptual interior design online shop developed as a complete brand and campaign system. The project explores how artificial intelligence can be integrated across research, branding, advertising and production workflows, while keeping creative direction and quality control human-led.
Year
2025
Client
Olio
Website
www.olio.io
Overview
The focus was to design a system capable of scaling across channels, formats and campaign moments without fragmenting the brand or relying on short-lived visual trends.
Challenge
Interior design brands operate within long product lifecycles, where consistency and restraint are critical. The challenge was to create a system that could support both evergreen presence and promotional moments without relying on aggressive visual cues or frequent stylistic shifts.
At the same time, the project needed to test how AI could meaningfully support production at scale without compromising material quality, hierarchy or overall brand integrity.
Approach & Process
Researched interior design online shops, curated home retailers and contemporary furniture brands to define positioning, tone and visual language rooted in restraint, materiality and longevity.
Built the brand around clarity, calmness and intention, using typography hierarchy, spacing and product representation as the primary assets rather than colour or stylistic variation.
Designed evergreen brand ads to support long-term presence, introducing variation through framing, composition and selective human or animal presence within a consistent system.
Adapted the same framework for Black Friday, communicating urgency through copy and hierarchy while maintaining a refined, considered tone across static, stories, landing page and email formats.
Explored UGC using AI-generated imagery and motion, prioritising strong source imagery, first frames and voiceover-led storytelling over direct lip sync or facial performance.
Developed a scalable digital ads system built around a single master image, generating multiple aspect ratios through controlled AI regeneration and Figma auto-layout.
Designed the promotional landing page, email campaign and brochure as connected outputs, translating the system across fast-paced digital and slower editorial contexts.
Creative Strategy
The Olio brand is built around quiet confidence, material honesty and intentional design.
Rather than relying on frequent stylistic shifts, the system prioritises consistency of product, environment and tone. Variation is introduced through layout logic, framing, scale and the presence of human or animal elements, allowing the brand to evolve naturally while remaining recognisable.
Promotional moments are handled through hierarchy and copy rather than visual noise, ensuring campaign activity does not undermine long-term brand equity.
Outcome
The result is a cohesive interior design brand and campaign system capable of operating across evergreen, promotional and editorial contexts. AI supports speed and variation where appropriate, while layout, hierarchy and creative direction remain tightly controlled.
The system allows Olio to scale across channels and formats without visual drift, maintaining a consistent, refined presence suited to an interior design context.
Impact & Reflection
Working on Olio highlighted how quickly the AI landscape evolves. Tools and models that feel production-ready today can become outdated within weeks.
Rather than treating any single output as definitive, value emerged through testing, comparison and constraint-driven decision-making. AI proved most effective when guided by strong creative direction and clear boundaries.
When treated as a system to be controlled rather than a shortcut to final outputs, AI becomes a meaningful support for scalability and consistency within interior-led brand environments.
