Company magazine melding AI and creativity

Cuttingedge creativity: Alfred Müller AG’s company magazine combines the latest technologies with creative approaches to offer a contemporary reading experience. In the latest issue, artificial intelligence is used to create a unique visual world that not only addresses the focus topic of change, but actively makes it happen.

“Under our corporate strategy, we’re committed to preserving the tried and tested while tackling the new. We’re open to change and harnessing the opportunities of the digital world, but always on the sound basis of our values and expertise to guarantee quality and solidity. Linkgroup is the ideal partner, sharing our values and vision and putting them into practice professionally. With them, change is fun. We’re excited to see what happens next.”

Othmar Bertolosi
Head of Marketing and Communications Alfred Müller AG, Baar

Client’s wish

Alfred Müller AG’s innovative and forwardlooking mindset is also reflected in its Forum magazine, published twice a year. The print publication for customers and employees contains a diverse selection of journalistic-style reports, stories, tips and facts around the topics of living and working.

All the articles are also published online on a themed portal. Alfred Müller AG always aims to offer its audience a special reading experience. The idea was to visually underpin the content and open up new perspectives by using state-of-the-art AI technology to create aesthetically appealing images matching the theme for the cover and the focus article.

A utopian beehive, which does not exist in reality, was brought into existence with the help of Midjourney.

Here, it was also possible to create AI imagery as a tongue-in-cheek enrichment of the text: the image of the construction crane prevented from operating by building objections and conquered by nature over time.

The exaggerated depiction of a classic doll’s house transformed into a high-rise building emphasises the evolution of the working world described in the text. Producing the diverse image details would not have been possible without the support of generative AI.

Change is an abstract topic. The caterpillar’s metamorphosis into a butterfly symbolises change and transformative processes. The AI-generated image of the colourful swarm of butterflies, which could not have been captured in reality, was an impressive visual representation of the topic.

Solution

In line with the focus topic of issue no. 78, “Change moves”, artificial intelligence isn’t just discussed, but is actually used to design the magazine. The generative AI technology Midjourney was used to create images optimally adapted to Alfred Müller AG’s branding. This way, the visual language of the magazine could be designed individually while also integrating the four different themes of the focus article into a harmonious overall picture. In contrast to traditional image databases, AI-generated images enable you to develop targeted subjects and image concepts that maintain the same style despite differing content and visually anchor the core messages of the texts, arouse curiosity and encourage people to read. Another advantage is that thanks to unique prompts, the images created are also unique.

Process

An intensive brainstorming session involving the creation and content teams produced a collection of ideas on the focus topic of change. This formed the basis for the AI-supported image generation process. After a test run with the generative AI Midjourney, the desired visual language was developed iteratively by carefully formulating prompts and augmenting them with various attributes. The precise definition of the prompts was crucial to achieve the desired visual style and enable the symbiosis of technology and creativity. In the subsequent fine-tuning process, particular attention was paid to giving the image details a realistic appearance.

The successful integration of artificial intelligence into the creative process proves that change isn’t just a topic being talked about, but an active component of our work and our collaboration with Alfred Müller AG.

Client

Alfred Müller AG currently employs over 220 staff at its head office in Baar and branches in Fribourg and Camorino. It manages high-end residential and commercial property, from ideas for new projects, construction and use all the way to the end of a life cycle planning. The family-run business, now in its second generation, is one of Switzerland’s leading property companies. Alfred Müller AG has a high-yield real estate portfolio with a value of about 1.9 billion Swiss francs and generates annual revenues of around 300 million Swiss francs.

Product

Forum customer and staff magazine, Themed online portal

Journal

In the journal we show you impactful digital and cross-media communications solutions: selected reference projects that our customers and we ourselves are particularly proud of. The journal also provides a wealth of useful information from the world of publishing and communications.

Capabilities

We provide comprehensive advice and help you develop communications and content strategies as well as create the content itself. We also make sure that content is orchestrated properly across channels. The results are impactful, distinctive and creative communications solutions that lend power to your brand.

Company magazine melding AI and creativity

Alfred Müller AG

Alfred Müller AG

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