HOW IMAGERY GOES
BEYOND WORDS

Bob: Imagery is anything visual that is neither textual nor purely graphic. It encompasses different techniques and means of expression such as illustration, photography, video, movement, 3D, etc. At SKINN, we have developed high-level competencies in these fields, with our own in-house teams and our own studio.

Dima: Traditional visual applications - logo, typography, graphic systems, to name but a few - obviously remain essential. But imagery offers a range of versatile tools that can convey certain values more directly. Our aim is always to help the customer and the brand, which means that the choice and combination of tools will always hinge on the brand's strategy.

Bob: Although some brands are more image-driven than others, in most cases imagery is an important element of visual identity. 90% of the projects conducted by SKINN place a strong emphasis on imagery.

Dima: We apply a clear process, starting with a specific framework of values and characteristics associated with the brand. Is it more 'human', more 'edgy', more 'technological', more 'innovative'? We also determine a set of more specific points, such as a colour palette. A brand needs to be visible, and the choice of colours can play an important role in this. The same goes for the choice of 3D or photography, which convey a whole range of emotions and relate to different types of audience. It is only based on a holistic strategy that we can build the right visual identity.

Bob: Each case is approached individually. We discuss with the brand designer which layers are most relevant and, based on his or her input, we define a mood as well as a visual framework. For the rebranding of Knokke-Heist, the focus was on the experience of residents and visitors with key values such as positivity, dynamism, diversity, and togetherness. This led to some logical technical choices, notably the use of wide lenses for the photo shoots – all of which were carried out in-house. Our approach to Belysse – a more corporate and technological brand – was totally different. We chose a full-colour translation, with bright visuals to embody the innovation, but also to show the human aspect, the people behind it. 3D was more present, to reflect the technological and innovative aspects of the brand's identity.

Dima: Each tool has its pros and cons. 3D gives us more freedom when it comes to objects and packaging. We can show all the angles of a product, open it up and virtually deconstruct it. It is also very effective when applied to fabrics. On the other hand, photography and video convey more emotion and trigger other reactions.

Bob: The key word is consistency. In the brand guidelines we provide to our clients, a section is devoted to visual identity. It explains how to go about creating new media and includes the necessary technical elements. It also describes the tools to be used and how to use them.

Dima: The guidelines allow the brand to generate its own content without having to rely on stock images or videos, which are never totally satisfactory. Pre-made media never really match the brand strategy and can rarely be used as a series.

Dima: AI is a tool, and, like any other tool, it can produce good things when used correctly. Today, it is already helping us to accomplish specific tasks such as enlarging images or removing objects. Generative AI has not yet achieved production quality, but it will soon. However, it will never replace creative design because it needs to be steered and curated. Our experience as art directors and designers is an asset in this perspective: we can ask AI the right questions and guide it, providing it with what it will always lack: emotion and imperfection. Two essential elements for connecting with human beings.

Bob: The more AI imagery we see, the more critical we will become of it. Many people are returning to authenticity and are seeking analogue photographs and "real" images. We are likely to see two parallel movements: a rise in AI-generated content and a growing demand for unique, authentic media. Ultimately, AI will assist us, it will allow us to do more for less, and it will open new fields of possibility. But designers will still be needed to create and produce personalized content. And a solid brand strategy, leading to a clear visual identity, will remain the real guarantee of success.