Introduction

This conceptual project explores how generative AI can be applied to industrial design and co-branding scenarios. The idea was to imagine a collaboration between ON, a Swiss brand known for its performance footwear and minimalist sportswear aesthetic, and Huawei, a global technology company recognized for its advanced consumer electronics. The result: a pair of wireless earbuds designed specifically for runners, balancing style, ergonomics, and cutting-edge technology.

The entire project was generated using AI tools — Midjourney, ComfyUI, Flux Kontext, and Gemini 2.5 Flash — orchestrated in a workflow that allowed me to test how different models could contribute to various phases of the design process: from form exploration and material studies to lifestyle photography simulations and technical exploded views.

Scope & Objectives

Experiment with generative AI in industrial design: Test how AI can speed up ideation, concept generation, and visualization in a professional design workflow.

Explore co-branding strategies: Blend the identity of two brands with distinct DNA (ON’s minimal performance ethos + Huawei’s technological precision) into a single product story.

Develop a narrative-driven design ecosystem: Generate not just product renders, but also marketing imagery, user scenarios, and technical breakdowns that mimic a full design presentation.

Process & Workflow

1. Concept Exploration

Using Midjourney and ComfyUI to rapidly explore earbud forms, textures, and color palettes that reflect both ON’s and Huawei’s visual identities.
Focused on a speckled white finish (echoing ON’s lightweight performance footwear) and subtle tech detailing (Huawei branding, vent design, LED elements).

2. Brand Integration

Tested logo placements and co-branding strategies: ON’s logo remained central and bold, while Huawei’s mark was integrated more subtly, reinforcing the “tech inside, performance outside” narrative.

3. Scenario Building

Lifestyle shots generated with Flux Kontext and Gemini Flash show athletes running in urban parks, reinforcing the real-world context of the product.
Variations included side views, front shots, and motion blur to simulate marketing campaign visuals.

4. Technical Storytelling

Exploded views and x-ray renders created to highlight the inner technology of the earbuds.
This added a layer of industrial storytelling, simulating what would typically be part of a product pitch deck.

Outcome

The result is a complete visual concept of ON x Huawei Running Buds, presented as if they were a real co-branded product. The project includes:

- Product renders showing material finish and detailing.
- Exploded isometric technical drawings.
- Lifestyle imagery simulating marketing campaigns.
- X-ray concept shots showcasing inner components.
- Packaging and charging case explorations.
- This holistic set of outputs demonstrates how generative AI can replicate a professional design process from concept sketching to storytelling.

Key Learnings / Takeaways

AI as a Multimodal Design Partner – Combining different AI models enabled a complete workflow: Midjourney for creativity, ComfyUI for refinement, Flux Kontext for visual storytelling, and Gemini Flash for consistency and iteration.
Faster, Richer Concept Development – What would normally require weeks of CAD modeling, rendering, and photography was condensed into days without losing richness in detail or narrative depth.
Narrative Beyond Product – The project showed that AI is not just a form-making tool, but also a way to build context, lifestyle, and branding narratives, which are critical in industrial collaborations and product launches.

© Sandro Trigila 2024 \ K - Consulting SRLS \\\\ Impressum

All images are protected by Copyright © and may not be used, copied, reproduced, modified by any means, without the written consent of the copyright holder. All rights reserved.

Alle Bilder sind durch das Urheberrecht © geschützt und dürfen nicht verwendet, kopiert, reproduziert oder auf irgendeine Weise modifiziert werden, ohne die schriftliche Zustimmung des Urheberrechtsinhabers. Alle Rechte vorbehalten.

所有图片均受版权©保护，未经版权持有人书面同意，不得使用、复制、再现或以任何方式修改。版权所有，保留一切权利。