100 Days is an annual project at New York City’s School of Visual Arts that was founded by Michael Bierut. Each year, the students of the school’s Master’s in Branding Program spend 100 days documenting their process with a chosen creative endeavor. This year, we’re showcasing each student in the program by providing a peek into ten days of their project. You can keep an eye on everyone’s work on our SVA 100 Days page.
Brands are unique and abstract entities. Beyond the physical products they sell, they represent ideas and images that exist in our minds. Regardless of the brand’s intentions, we often subjectively associate various signals with their identity.
100 Days of ‘Brand Charades’ is a creative, gamified exploration of where brands end and our perceptions of them begin. By engaging artificial intelligence image generators with prompts that describe the brand without naming it, Brand Charades reveals how sometimes AI misses the mark, while at other times, it is alarmingly accurate.
Hyunna Yoo invites us to ponder where the missing pieces are. How close can we get to the essence of a brand when we describe it from our perspectives, especially to our “unbiased” friend, AI? Are the gaps between brand recognition and visualization really within us? Discover more of her project on Instagram.
