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IntermediateMarketing

How to Create On-Brand AI Illustrations with Midjourney and Replicate

Turn a brand system into reusable image generation guidance, explore concepts broadly, refine one direction with controlled variations, and prepare a transparent production asset while recording prompts, references, model versions, rights, and edits.

How to Create On-Brand AI Illustrations with Midjourney and Replicate

Source episode · 17:00

How I AI: Gamma's 3-Step AI Workflow for Global Feedback, Art Direction, and Hiring

with Claire Vo

Zach turns Gamma's brand references into Midjourney style guidance, explores many image concepts until a split bird direction emerges, refines the prompt for consistency, removes the background with a purpose built model on Replicate, and places the transparent asset in Figma.

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Before you start

What you need

  • A brand brief with visual principles, palette, motifs, exclusions, and target placement
  • Licensed or permitted style references and existing brand assets
  • A concept brief with subject, composition, aspect ratio, and text safe area
  • Midjourney, a suitable background removal model on Replicate, and Figma
  • Usage rights, provenance, artifact, accessibility, and disclosure requirements

What you’ll make

A transparent, placement ready illustration plus its prompt recipe, reference set, model and settings, selection rationale, cleanup record, and rights metadata for repeatable use by the design team.

Tools used

Step by step

The workflow

Follow the sequence once, then adapt the prompts, checks, and handoffs to your own setup.

3 steps

Step01

Establish a Brand 'Kit' in Midjourney

Translate the brand into a compact generation kit: visual principles, palette, recurring motifs, composition, texture, contrast, exclusions, permitted references, and real placement examples.

Example prompt
Convert this brand brief and permitted reference set into an image generation kit. Define subject language, composition, palette, texture, lighting, motif, negative constraints, aspect ratios, and placement considerations. Describe properties rather than imitating a named living artist or protected campaign.
Step02

Iterate on Creative Concepts Rapidly

Explore several concepts before polishing one. Keep the placement fixed, record each prompt, and change one major variable at a time so the team can understand which choices create the desired direction.

Example prompt
Generate four original concept directions for [placement and message] using this brand kit: [kit]. Each must differ in subject or visual metaphor while preserving palette, craft, aspect ratio, text safe area, and exclusions. Use only permitted references and include no logos or text.
Step03

Remove Backgrounds with Replicate for Final Polish

Run the selected image through a suitable background removal model on Replicate. Inspect full resolution edges on light and dark backgrounds, correct artifacts, place it in Figma, and save the source, transparent export, prompts, model versions, rights, and edits.

What good looks like

  • The result expresses the brand principles without copying a protected asset or relying on a named living artist.
  • Controlled variations preserve the chosen composition and motif while testing meaningful changes.
  • Edges, transparency, color, resolution, crop, and contrast work in the actual Figma placement at target sizes.
  • The team can reproduce the direction from recorded prompts and permitted references, with provenance and usage rights intact.

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After the steps

Runbook notes

How to recover when the loop fails and where human judgment helps.

Recover

If it goes sideways

A style reference produces an image too close to another artist, product, or campaign
Describe the desired visual properties, use permitted references, and redesign distinctive protected elements.
Rapid exploration yields attractive images that no longer fit the brand or placement
Score candidates against the brief and real layout, then vary one prompt dimension at a time.
Background removal creates halos, missing details, or jagged transparent edges
Try the appropriate matting model and settings, inspect on light and dark backgrounds, and manually clean the final asset.
The selected image cannot be traced to prompts, references, model, or edits
Save the generation ID, prompt, parameters, references, outputs, selection note, and postprocessing history together.

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