In the 1930s, Coca-Cola Co. President Robert W. Woodruff would carry a red change to the wallet. Of course, this was not just red. It was Coca-Cola red. Thus, it went everywhere and encountered a wall-painted wall with a brand, wrapped in the refrigerator – pulled out small Swatch to check it fit.
Woodruff, Coca-Cola’s importance of the brand’s brand capital, as globally grows in a global, 2.2 billion servants, 150 languages and 30 million sales points in 200 countries.
However, where Woodruff uses a swatch, the Coca-Cola’s design team dreams of a modern operating update to 400 of the last four years of brand rules. In the team with Adobe, this project developed Fizzement. Coca-Cola’s design logic is specially designed, the brand managing AI, develops on Adobe platforms such as Photoshop and Illustrator, and most importantly, the most important campaign helps match the designers with the brand of the world because they dream of the next big campaign.
In a world-dependent and horrified design world of generative AI instruments, it is clear that Coca-Cola is not about finishing cutting through the AI of Fizzy. As Fizzement integrated in a global scale, it does this with a decrease in spending in brand campaigns. Instead, the company believes in the schedule of a way to advance creativity and progressing a way that eliminates headaches under the deadline.
“Fizzement was never a means of design,” says Rapha Abreu, Global VP in Coca-Cola, said that Global VP is Global VP. “It is a creative copylot managed by AI but managed by designers.”
Dreaming of a new AI
When Abreu joined the Coca-Cola in 2021, foreign agencies saw the inexpensive hours, broke the brand instructions, almost imagined the progress of another way. Considering that any Coca-Cola campaign could include up to 5,000 individual assets, it was almost impossible to manage.
“We had this kind of crazy idea,” said Abreu. “Can the Coca-Cola learn what to do and what to do?” They imagined a designer in the true sense of the word, as it could not place the logo in the wrong context. If it can work for the logo, perhaps the same thing can be true for colors, types and footage related to Coca-Cola campaigns.
It was a thought before time, but a little bit. During the two years, ChatGPT and other Genai instruments would be born to automate all kinds of tasks that are never impossible for the world.
Companies, including Adobe and Canva, quickly flush Genai tools that can afford the brand rules through PDF, then apply to design templates. They sometimes worked. And sometimes they didn’t. Such instructions can do it in new, complex projects and of course. The instructions are words that are trying to express the relationship that seems like sometimes it seems like instinctively.
Basically by the global head of the AI design, the views of Koca-Cola, which began by Dom Heinrich, the views of the images themselves and the written rule of coca-cola was to cultivate a machine in visual sensitivity. Given that the Koca-Cola and partners are already operating in Adobe products, there have been many partners with the company to establish such an AI system.
“It’s inside the tools that already used,” says Abreu. “It was the most important thing for us.”
Together with Adobe and Coca-Cola teams, a different approach to the AI teaching and the project fizzy, and the Coca-Cola’s carbonated roots).
How do Fizzement learn?
Many AIS have already been trained to images, but Fizzement requires a slightly different approach. Trained more about visual design systems full of true Coca-Cola assets. This means analyzing a century soda campaigns for a polar foot, dressed as a coke like Fizzion, Santa Claus shared a coke. Specially, Adobe does not create an image like its own fire or DALL-E, but will create a new change in the existing design, and it is adapted to the coca-cola assets to do so.
Fizzion is experiencing Microsoft Copilot inside the Adobe program, taking into account the interaction of the screen items.
“When you develop a visual identity system, the model should be able to learn that the other elements that need to be a part of the text, not only images, the text of the text is the CEO of FireFly Enterprise solutions in Adobe.” This allows [the designer] To try different aspect ratios, free form. “
Fizzement can see a designer completed in real time with placement of logos, images and types. AI learns that Coca-Cola’s own designers have just completed a project. There is a product of a designer and knows their work with brand standards and knows that it is a style identifier that adds EU knowledge. Basically a visual logic of a Cola-Cola campaign. In this case, Fizzement also collects all necessary branding assets for this campaign and can include perfectly if necessary. (In other words, Fizzement, than dreaming of dependent on older references, every time the Coca-Colo logo is fresh.)
This is how to prepare the pizzy to learn a new style. (Also concentrates the background through the 400-page brand rules of the Coca-Cola, Adobe Firefly.
How do teams use along Coca-Cola
Build a marketing campaign in Fizzy, can start something to create something like “Coca-Cola Polar Bear Bear Bear Bears”.
At the beginning of the stack, the Coca-Cola design group, gets full access to set up or change anything on the desired brand. Partner agencies that have more restrictions to make ads. A new aspect ratio for the demand campaign can create a ratio and will break it all together. If they want to extend the logo-real bad fizzy, it will not allow. However, this change can send this change as a request by the platform for the approval of Coca-Cola (meeting savings).
As the design teams are in chain from America to local markets, the more design process becomes localization. These teams have the ability to access at least one amount to bathe, campaign – can still require a chain, although certain assets and sheets can be locked. It can control (and of course you can control a lot of control of a coca-cola). However, the design team claims that this brand rules integrated into design tools are more freedom for design partners.
“Something we talk about this global system is not a load to help us to help us with designers and creativity, we need to help us to properly do things properly, and to try to fit the brand.” “We need to make it as easy as possible.”
However, from the table, Coca-Cola claims that the coca-cola creativity has taken the time to focus on everything about the campaign: “The story has been applied to a cultural nuance with ideas and [focusing on] He causes emotional resonance, “he says Abreu.
Indeed, despite all of the checks and balances in the system, Coca-Cola designers hope that their creative partners continue to push again. In fact, they depend on this, because a brand is the only way that they can grow and develop.
“If everyone sets up in the same LLM, it fits the same type of interaction with an AI. We will only get a lot,” heinrich. “We believe that designers are more responsible for …. [They need to] Be more creative to raise AI to the next level. The better your work and how good you do, how good the speeches are, and more uniqueness comes from them. “
It is still all with Coca-Cola Fizzement. Every partner agency that has been building a campaign since March this year is required to create it with Fizzement Style ID. And the Coca-Cola team believes that in accordance with the design standards of 400-page PDF rules of Fizzy, it is so effective.
When it comes to Adobe, a lot of companies using the platform are a strong design tool that will benefit. However, it is also designed to meet the needs of Coca-Cola’s Gargantuan, that is, it is too large and very large and very large and very large and very large and very large and very large for many teams are great.
“Several companies are currently thinking of a scale like coke. Thus, we must look at future progress and understand that it is best applied,” the king said. “We like to start the use of their use. We like to be a very concrete thing because they want to make a customer and then tell you what we are [shipping]”