Leeann Sheely's Work | ContraWork by Leeann Sheely
Leeann Sheely

Leeann Sheely

Design Leader for Products & Brands.

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Carlisle, USA

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Carlisle, USA

You know that spinner. It just got smarter. AI comes with a thinking state, not a loading state. That's a design opportunity I love to see. Our spinner means something even more specific. It pulls from millions of real responses from real users, each with its own shade, each adding to the bloom. Meet the new mark for S/NTH, [cafeteria] (https://askcafeteria.com)'s proprietary AI. 🌺
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Generative design. I'm not in the AI-for-everything camp. If you've used it to do what you are knowledgeable about, you'll know how badly it can miss the nuances. But I am interested in what happens when AI lets us make things we couldn't make before. If the first two dimensions of design are usability and beauty, and the third is delight, the fourth is generative. I believe great artists, designers, and engineers have always been much closer than we make them out to be. Each component (pixel, brushstroke, or line of code) is part of a larger system. Success is often dependent on consistency, talent, and the ability to discern the grey areas.  In art, everything matters, or nothing does. If one part of a Picasso cubist painting broke the visual logic of the rest, would it still work? So I experimented with that idea this weekend. We have so many tools to remember what things, people, memories looked like. But what about what they sounded like? Your child's first laugh. Or the voicemail you have saved from a loved one who is no longer with us. I had a visual in my head dictated by sound. I can't manually disassemble audio into hundreds of variables, identify markers, and translate those into a consistent coded system. But AI can. So instead of asking AI to design it, I reverse-engineered the idea for it. What to measure, how those measurements should behave visually, what rules the system should follow, and where its limits should be. AI wrote the algorithm. I designed the system. See what you sound like → leeannpica.com/soundprint (https://www.linkedin.com/safety/go/?url=http%3A%2F%2Fleeannpica%2Ecom%2Fsoundprint&urlhash=MFxH&mt=DbkuSLwu4Zhpr42W9a0Fu1YvunBIAywvOs2P9mI6a4dA1lMdyxPnDQEj-lFVIvat3Ln01bt8oZdC6_eXPTU4ejn3RV4t374PtCjvUsViWVyVOgAUbZxUzgU16g&isSdui=true)
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Your trend reports are history. To be fair, nobody ever thought asking 500 strangers a question you wrote three months ago was the ideal approach. It was just the only available one. At [cafeteria], we ask thousands of your Next Gen consumers questions every week. They answer in their own words, and have over 2.3 million times. That's the difference between a snapshot of trends that have moved on before the ink is even dry, and a relationship. We don't just know what they said about your category once. We know what the same person said about it in March, and what they said about six other things last week. So when you ask us what's happening, you're not reading history. You're reading this week. Questions in, answers out. That's the whole product. https://askcafeteria.com/
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The Luminary brand needed a refresh – brand equity was lacking, and while the company hurdled staffing changes, much of the original branding had been nearly wiped away. Soon after joining, it was clear that the design team would need some guidelines to lean up against to uphold quality and consistency in the brand.
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