SelfyzAI: Taking a Lifestyle Brief All the Way
Product wanted SelfyzAI to feel like a lifestyle brand, not another AI tool. We took that idea and pushed it as far as it could go.
The Challenge
SelfyzAI was being marketed as a basic AI image generator, in a crowded category where every product looks and sounds the same. The product team saw the way out: position it as a lifestyle brand.
Pushing the Idea
Product gave us the direction. My job was to turn it into a brand people would actually save and follow.
We set the goal as "Make AI feel like a lifestyle brand, not a technology product." Then we built it out for a female-skewing, AI-first creator audience. The direction was clear, saveable and aspirational, and the voice was confident, edgy and sharp.
Two Concepts, One Recommendation
V1: Editorial, refined, feminine. A premium-magazine feel with polished layouts and a balanced grid. Same visual language as Vogue and Glossier.
V2: Bold, disruptive, digital-native. Type that breaks the grid on purpose, asymmetric layouts and high-contrast text over images. Closer to the Gen Z brands of the moment, like Spotify, The Ordinary and Rhode.
V2 was our recommendation from the start, and V1 gave product a real alternative to weigh it against. V2 went live on social right away.
Building the System
I led the design, from the visual direction through to the layouts and type system, and wrote SelfyzAI's first North America social guideline.
The motion was all mine: I designed the outros, transitions and animated titles myself, then built the templates the team produced from.
V2 live on social: the team's output under the new guideline.
The Line
She doesn't follow the feed. She defines it.