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Sometimes, the first idea isn't the one that feels right.
Recently, I got a client from another freelance platform who wanted branding for their banking app.
While working on Sable, I kept coming back to the concept, revisiting the direction and tweaking the details until things started to click.
The challenge was finding that balance between what the brand needed, what the client wanted, and what felt right to me visually.
Sharing a few tweaks from the process - still a work in progress, but I'm really enjoying where this is going.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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AI gave ideas. Human judgment built the brand.
For the Human by Design Challenge, I created Cronut Café; a conceptual bakery brand, to explore how AI can speed up ideation without replacing creative direction.
I used Envato's ImageGen to generate early logo concepts, then relied on my own judgment to refine the logo, typography, colour palette, and visual identity in Adobe Illustrator. Once the brand direction felt right, I returned to Envato to create mockups, also using VideoGen to bring the identity to life through motion.
The biggest decision was knowing what to keep, what to change, and what to throw away.
That's the part of design that will never change 🚀
Thanks @Envato and @Contra for the challenge! 💚
The Cronut Café name and that latte art shot sell the concept before you even read the caption. Good call using ImageGen just for early concepts and pulling it into Illustrator once you had a direction, that workflow keeps the judgment where it should be.
Hey everyone,
For the Envato Hackathon: Human by Design, I created a brand exploration for one of the most anticipated events for cricket fans, the Cricket World Cup 2027.
My process usually starts with the defining story first. I collect references, get a clear picture of the mood I'm going for, and then figure out how to actually bring it to life using stock assets, design tools, and AI as my execution partner. For this one, I wanted the whole thing to feel vibrant, dynamic, and bold, basically a visual system that captures the energy of the game.
I'll be adding a walkthrough video in comments showing how I arrived at certain creative decisions, and how @envato assets & AI tools helped shape the final look and feel.
Process Walkthrough
✨ Introducing DERMA LUMA — my submission for the Contra × Envato Human By Design Challenge.
A skincare brand concept for Gen Z and Millennials, built on one simple idea: skincare should feel personal, fun, and expressive.
From the brand identity, packaging, and campaign visuals to motion design, every detail was crafted to blend human creativity with modern AI-powered workflows—while keeping emotion, intention, and storytelling at the center.
For me, Human By Design means using technology to create better ideas, not replace the creative process.
💜 DERMA LUMA — Make It Fun. Make It Personal.
If you enjoyed the project, I'd love your support with a like, a comment, and an UpGoat! 🐐✨
#HumanByDesign #ContraXEnvato #DermaLuma #BrandIdentity #SkincareBranding #PackagingDesign #MotionDesign #CreativeDirection
Absolutely love the work! 🔥 So creative and inspiring🚀