SeidrLab Image Approach

Independent client project – Brand Refresh

SeidrLab is a human-first AI transformation consultancy and technology company. Seidr, meaning wisdom and foresight in Old Norse, was historically about guiding leaders through uncertainty. For SeidrLab, it’s a reminder of the qualities required for AI transformation: clarity, vision, and trusted guidance at moments of change. This was a key insight in our creative approach, when SeidrLab approach me looking to refresh their brand through a new image approach.

We called the new direction Soft Naturalism. The concept was inspired by the human-first perspective, and the idea of organic meeting synthetic.

Using Midjourney in combination with photo editing, technology is blended with ethereal nature imagery and painterly, paper-like textures. Expressing transformation, resilience and efficiency. The muted colours further connect the AI generated images to the organic theme.

The sparkle shape in the SeidrLab logo was used to design three brand patterns, symbolising the mathematical precision behind AI and data science.

Where the generic webpage imagery applies the new brand patterns and uses more landscape style imagery, the blog page images display closeups of organic objects instead. This style reflect the idea of focusing on one subject matter at ones, just like the feature articles do. The patterns have also been left out of these images to avoid an outcome that looks too busy, as well as to strengthen the use of the pattern by adding rules around it.