SQLI Composable commerce
e-book
Project Overview
The initial idea for this project was to explore the foundations of a future illustration style for SQLI. Since no formal illustration system existed yet, this e-book became the starting point for experimentation. I led the visual development, combining AI generated imagery with professional illustration to create a unique and future ready look for SQLI’s editorial materials.
Team
Design and Art Direction: Daria Pernak
Art Direction support: Paul Lewis
Illustration: Daniel Špaček
Scope of Work
Art Direction: I defined and co led the visual direction for the e-book. Together with art director Paul Lewis and illustrator Daniel Špaček, we explored how AI tools and human creativity could work together to express SQLI’s identity at the intersection of design and technology.
Concept Development: We began from the idea of building SQLI’s new illustration style. With no existing system in place, we embraced exploration and innovation. As a technology driven company, SQLI encouraged using AI as a creative tool. We used Stable Diffusion to generate the base imagery for each chapter. All images were then upscaled and refined by hand in Photoshop.
Visual Communication and Production: I designed the full e-book, including the cover, chapter visuals, layout structure, and supporting graphical elements. I also created all social banners and campaign assets, both static and animated, ensuring that the same illustration language extended across the landing page, LinkedIn ads, and promotional formats.
Creative Approach
The visuals represent the meeting point of human creativity and advanced technology. Each illustration interprets a key concept from the narrative, blending:
digital vector inspired shapes
surreal AI generated depth
handcrafted detail and storytelling
This resulted in a recognisable and flexible visual direction that can evolve into SQLI’s future illustration system.
PROCESS
Brainstorming and Moodboards
Gathered visual references
Defined tone, colour direction and level of abstraction
Created moodboards to align the team
Low-Res AI Generation
Extensive Stable Diffusion tests led by Daniel Špaček
Experimented with prompting, colour constraints and composition, adding reference images
Produced many low-res variations to explore the visual territory
Image Selection and Art Direction
Reviewed all generated outputs
Selected visuals with the strongest narrative and stylistic potential
Ensured clarity, consistency and alignment with the e-book story
Final Refinement
Regenerated improved versions using the best-performing prompts
Unified the visual style across illustrations
Removed artefacts and refined details in Photoshop
Adjusted colours, gradients and shapes for consistency
Upscaled and prepared final assets for the e-book and social campaign
Results
Performance and A/B Testing
The campaign included social banners, carousels, single image ads, and animated formats. We tested variations in illustration crops, colour intensity, and messaging.
The hybrid AI and illustrator visuals consistently performed the best in engagement and click through rates. These highest performing assets are the ones highlighted in my portfolio.
Business Impact
Helped position SQLI as a forward thinking voice in composable commerce
Provided the foundation for SQLI’s evolving illustration and visual language
Strengthened visual consistency across the e-book, landing page, and social media
Demonstrated SQLI’s ability to merge technology with creativity in a meaningful way
