Magnific

This new chapter meant leaving behind the connotations of their old name and maturing their brand to become Magnific. It also led to reframing the platform as a serious tool for professional creatives—all without alienating their one million paying subscribers.

In a transactional space where there are marginal differences between the underlying technologies and where it’s difficult to build a loyal community, we needed to differentiate and carve out a competitive moat.

Our strategy was grounded in the belief that AI is not about doing more with less or replacing human vision. Instead, we dared creatives to use AI to dream bigger, find their creative edge, and make something magnificent.

AI platforms are in fierce competition to showcase the endless possibilities of their tools. This has flooded our feeds with a smorgasbord of generated content, most of it derisively referred to as slop by professional creatives.

Magnific’s message was refreshingly different: instead of creating anything, create something. Something Magnific.

The central themes of reinvention, bravery and intention were expressed through a scroll-stopping Magnific Magenta that stands out in tech category saturated with blues and blacks.

At the brand’s core sits the Monumental M, a logomark inspired by monuments past and present, emblematic of historic feats of human creativity.

Fragments from the M were used to create morphing shapes that represent the fluid nature of the creative process and add a consistent brand element when showcasing diverse AI-generated content across multiple channels.

The brand had changed beyond recognition — and so had the culture. Magnific had gone from a ‘ship, ship, ship’ product mentality to having a much bigger mission.

We helped them host a live community preview to explain the change from niche tool to a platform where serious work happens. This was a chance to demo real creative outcomes, create buy-in and ownership, and put the platform in people’s hands.

We then moved at pace to roll out an ambitious campaign including launch strategy, social content and a video series to bring Magnific into existence with unforgettable impact.

The change was unprecedented for the business and presented unique challenges with managing the roll-out. To establish Magnific at the top of the industry, the team needed to quickly produce diverse content, executed to a high standard with consistency.

In a fast-moving space like AI, traditional static brand guidelines can slow teams down because every brand decision risks becoming a bottleneck, waiting for review and approval.

We took the initiative to develop a new product to solve this problem: An AI-powered toolkit that lets anyone at Magnific ask plain-language questions about the brand so they can feel confident implementing the new identity.

Now everyone can help to bring the brand to life with a flexible brand system capable of adapting and keeping up with Magnific’s growth.

Magnific invited us to Upscale Conference in San Francisco. We spoke about the future of creativity to a full house of people who are exploring what it means to create in the age of AI.