Expanding Boundaries of rapid ideation with GenAI
As creatives, we’re fascinated by what lies at the edge of possible—including the transformative potential of generative artificial intelligence in the creative process.
When we began exploring AI as a design tool, we discovered that AI isn’t about replacing human creativity—it’s about exponentially expanding it. Not only does it expand the possibilities of design, but it also reshapes the role of technology in visual storytelling across demographics and geographies.
A challenge worthy of new tools
A recent project required looking beyond our existing creative process. AviaGames, a Chinese company with headquarters in Mountain View, California, had set out to redefine social competitive gaming. Central to their vision was the creation of a mascot—a dynamic visual element to symbolize the brand’s identity across both Eastern and Western markets.
In China, using kě ài (Mandarin for “cute”) characters to convey messages is significantly more common than in the US. The endearing figures serve as powerful conduits for emotional connection and shared identity. This cultural affinity runs so deep that even the Chinese government embraces mascots for public communications and encourages television networks to prioritize animated content.
The ideal mascot for AviaGames would be an animal that embodied the brand’s expression attributes: visionary, playful, welcoming, and confident. More than a character, it was to serve as a bridge between bold, innovative aspirations and an approachable, dependable personality.
After an intensive swarming session, our creative team examined the expression attributes alongside the competitive landscape. We developed seven distinct mascot ideas, but none resonated with the client in the way we had hoped. The question became: how could we push beyond conventional solutions and create something unexpected?
Reaching beyond first instincts
To break through this creative block, we turned to generative AI tools like ChatGPT. By crafting prompts tailored to brand attributes, we generated an expansive list of possible mascots—ranging from familiar choices like lions to unexpected suggestions like red pandas (well-known in China) and otters. AI synthesized the traits into fresh concepts for us and provided its rationale. This expanded the limits of our ideas, sparking connections that might not have surfaced otherwise.
“AI gives us endless possibilities for how to solve a client’s challenge,” explains Oscar Herrera, Lead Designer on the AviaGames project. “Many designers get married to the first idea they have, which is not good for the creative outcome. AI is a tool to help us reach beyond that.”
Our creative landscape widened with AI, but human expertise remained essential. Crafting targeted prompts, dissecting AI-generated outputs, and anchoring ideas within the brand strategy demanded nuance that no algorithm can replicate.
Once AI tools provided initial direction, we began our refinement process. Our iterations of sketching and competitive analysis revealed several promising concepts. These new mascot options emanated authenticity—living extensions of Avia’s brand vision. Their behaviors and emotional resonance aligned with the desired attributes, a testament to the powerful partnership of AI innovation and human insight.
Breathing life into concepts
AI’s ability to provide fresh perspectives enabled us to craft a mascot that not only stood out but also resonated deeply with audiences. Sketching, refining prompts, and interpreting AI outputs required skill and intuition on our side, ensuring that each design decision aligned with the broader brand vision.
With mascot concepts identified, we leveraged AI again to deepen our understanding of each animal’s characteristics. By simulating movements, gestures, and behaviors, AI tools revealed features that could elevate the mascots’ storytelling potential.
For example, one AI response highlighted the red panda’s tail as a striking and expressive feature—a detail that conveyed playfulness while offering a unique visual hook. The tail became the focal design element, encapsulating the mascot’s personality while simplifying its form.
Accelerating what works
Armed with AI-powered concepts and our own refined sketches, we were ready to present the mascots to our clients. Fortunately, we weren’t limited to a couple sketches. We used AI again to showcase mascots’ potential as part of a cohesive brand system.
Tools like Midjourney were instrumental in creating variations of the mascots, enabling us to quickly visualize how they would appear across different brand applications, such as a website, app icons, and more. We also used Runway to create animations that demonstrate how the mascots could move, interact, and adapt across various touchpoints.
Real-time translation tools allowed the Avia team to provide us with immediate feedback on subtle cultural implications of each design variation, ensuring the mascot would be authentic and appealing across both U.S. and Chinese markets. Our global team could simultaneously review and discuss elements in our native languages, enriching creative dialogue.
AI’s efficiency in generating multiple concepts and providing real-time translation saved significant time, enabling us to present a fully realized system far earlier in the process than traditional methods would allow. By contextualizing the mascots within the competitive landscape and the broader brand narrative, we ensured the final concept both emotionally resonated and strategically aligned.
Success! AviaGames and Liquid arrive at a new corporate logo with mascot and brand identity system
Based on our early exploratory discussions and the unexpected characteristics we’d uncovered through our AI-driven ideation, the executive team embraced an octopus as their mascot. The octopus was chosen because it embodies versatility, intelligence, and dynamic movement. Known for their skill and multitasking abilities, they can interact with various elements simultaneously—an ideal metaphor for visionary creativity and play.
Our design process explored both a type-based mark that subtly hinted at the octopus form and a distinct icon with a wordmark, using vibrant colors to evoke energy and innovation. The fluid, tentacle-inspired curves also allowed us to develop a flexible motif system that can generate a range of patterns and symbols, reinforcing the mascot’s unique personality and energy.
Ultimately the octopus became more than just a mascot—it now serves as their logo across every Avia touchpoint and channel.
A new design playbook
AI is not just a tool but a challenge to decades of design expertise. It’s reminiscent of the early days of social media—a new frontier poised to redefine how we create and connect. Just as social media became an integral element of communication, AI is shaping up to be essential to creative and global collaboration toolkits.
“At Liquid, we are committed to staying at the forefront by defining methodologies that integrate AI into the design and creative process,” says Scott Gardner, CEO of Liquid Agency. “Many of our projects now combine AI-inspired concepts with human expertise to deliver solutions that are both innovative and deeply resonant.”
Ultimately, the goal of design is to make people feel something—to create connections that drive action. While AI accelerates and enhances this process, it’s the human touch that ensures the output resonates. Embracing this partnership will unlock creative possibilities that were once unimaginable—reshaping the ways we communicate and inspire.
