The Brief
The Swiss Gymnastics Federation produces marketing imagery continuously, for campaigns, social media, events and member communications. The mascot, Muki the bear, is a central brand asset. Every new motif must show him in fresh scenes, yet always recognisable, always in the federation's style.
Traditional photo shoots are slow (two to three weeks of lead time) and expensive. Generic AI stock-image generators don't know the brand, can't render the mascot consistently and at best deliver interchangeable results. The federation needed its own solution, one that bridges brand and AI.
The Approach
We designed a purpose-built tool on top of the Google Imagen API, with a layer in front that understands the federation's brand: the look of the mascot, the colour language, the stylistic direction, the tone. The result is imagery that doesn't look like "AI-generated stock", but like a coherent campaign.
The marketing team describes what they need in a short prompt. The tool returns several variants, which the team picks from, refines or discards. What used to mean planning a photo shoot is now a single step inside the editorial workflow.
Core Elements
Four principles that distinguish this tool from generic AI image generators, and that transfer to any other brand-led marketing team.
The tool understands brand, character, colour language and tone, not as a vague mood board, but as concrete, repeatable parameters. Every generated image fits the federation's communication without needing post‑hoc retouching.
Other AI tools deliver interchangeable images that look like AI. This tool delivers images that look like federation campaigns. The difference doesn't come from better models, but from the layer of brand knowledge sitting in front of them.
A new motif for a spontaneous campaign? Before: plan a photo shoot, two to three weeks of lead time. Now: prompt the tool, scan the variants, publish. For the first time, the editorial routine keeps pace with real-time brand communication.
The tool replaces no one, it amplifies an existing marketing team. Humans decide what gets communicated. The AI takes on the manual production work that used to narrow the creative frame.
The tool runs inside STV marketing and is used regularly for campaign imagery, social posts and internal communications. The same approach transfers to any other brand-led organisation that needs a consistent visual language without coordinating a photo shoot for every campaign.
Do you have a brand, a mascot or a visual language you need to produce faster than your budget allows? Every project starts with a conversation. Tell us what you need, we'll tell you what's possible.