Reframing SME Branding Practices through Generative AI-Based Brand Atmosphere Co-Production in West Bandung Regency

Abstract

This article discusses a branding project for a small-medium food brand with relatively low

revenues and low costs in producing marketing tools such as promotional videos. The main

challenge was how to help the brand owner, the client, visualize the video's atmosphere before

the costly production process began. In the first discussion, the brand owner understood the idea

in general, but still found it difficult to imagine how it would look once produced. The storyboard

helped explain the direction, but it could not fully show the heat of the flame, the texture of the

food, the cooking rhythm, or the feeling expected in the final video.

To address this challenge, generative artificial intelligence (AI) was used as a supporting tool

during the pre-production phase. Rather than replacing designers or producing a final product, AI

facilitated the creation of several visual previews for client discussions before actual production.

This project employed a research-through-design methodology. Materials used included the client

brief, concept notes, storyboards, AI-generated image previews, selected visuals for discussion,

and the final video, which was produced and directed by professional human designers.

Throughout the process, AI contributed by transforming abstract concepts into more tangible and

communicative visual representations. The team and client can compare product focus and overall

mood before shooting. However, AI output still has limitations. Some visuals appear too smooth

and textureless, too dramatic and unrealistic, or simply don't align with the brand's identity.

This article introduces the concept of an AI-mediated co-production zone, defined as an interim

space between conceptualization and production where AI assists designers and clients in

negotiating visual direction.Despite the AI-powered results, it's clear that critical decisions can

only be realized in human hands. This means that the articulation of cultural truth, business

feasibility, relevance to brand voice, and final execution cannot be left entirely to AI, as it lacks

the capabilities. The findings also suggest that generative AI can support SME branding if used

carefully in the design process, as fabricated designs are often unprofessional and far from

detailed. The primary value isn't in creating the final visual, but in how a system can easily help

designers, clients, and teams see, compare, and discuss the possibilities of various brand directions

before the start of costly and expensive production.