Learn how Desire Studio used multiple AI tools to design a premium brand identity for Arka, Kogarah.
Arka is a refined collection of residences coming to Kogarah, New South Wales. Delivered by Level 33, the project blends natural beauty with a central location. Desire Studio created an identity that would solidify Arka’s position as a sophisticated, modern and calming presence.
We invited Canela, Graphic Designer at Desire Studio, to share a behind-the-scenes look into the creative process. From creative ideation to exploring AI tools, it was a true exercise in intentional design.
Capturing architectural prestige
Arka’s identity was inspired by the concept of ‘architectural prestige’. All aspects needed to come together to reinforce the development’s premium design and lifestyle. We honed in on how seamlessly Arka integrates with its natural surroundings, something that can only be achieved through a deeply intentional development process. Canela described how branding strengthened this sense of place.
“Our visual direction balanced organic elements, like dynamic brushstrokes, native flora and birds, and coastal textures, with structured layouts and a refined use of white space. This contrast captured a modern coastal aesthetic while maintaining a clean, architectural feel.”
“We reflected the natural rhythm of time, from day to night and light to shadow, through colour palettes of deep greens and soft blues. This reinforced Arka’s connection to its environment,” she said.
Collaborating with AI
Our designers developed a mixed-media concept to create a sense of artistry and precision. They envisioned artwork enriched with brush-strokes, native flora and flowing movement. AI played a key role in bringing this to life.
The process began with a moodboard that outlined our desired style, composition, colour palette and mood. This provided a clear pathway through the endless possibilities of AI. After our team was aligned, we began curating prompts that reflected Kograrah’s local character. Step by step, we guided our AI towards results that felt fresh, contemporary and unique to Arka.
Canela said multiple AI tools were used over the entire process, which came with some key learnings on the strengths of each one. The design team also found that by using AI to do the illustration heavy lifting, there was more space for creative exploration and refinement.
One thing we loved was how the key art became more than just a visual asset, it acted as a storytelling tool. From signage to digital campaigns, the artwork elevated the brand beyond real estate into something cultural and crafted.
“Using Adobe Firefly, we created sample images that acted as visual references. These were then recreated and enhanced in Adobe Photoshop using the same prompts, allowing us to work in high resolution and at a large scale. Photoshop’s generative tools gave us the flexibility to fine-tune the visuals for print applications like hoarding, signage, and editorial materials, as well as for digital platforms.”
“Once the final imagery was developed, we used Kling A to animate the visuals, integrating them into video assets for the campaign and social media. The process was iterative and collaborative, with AI acting as a creative partner, enhancing our workflow without replacing the critical role of human direction and judgment.”
Overcoming AI challenges
Canela said that while AI was excellent for efficiency, it did require manual adjustments to reach Desire Studio’s standards.
“An unexpected challenge was the inconsistency of early outputs. Despite AI’s powerful capabilities, it remains somewhat unpredictable. The same prompt can produce varying results, which meant we had to invest time in refining inputs and manually adjusting the outputs to match our vision.”
After refining the AI illustrations, it was time to add movement. Canala loved how the animation breathed life into our creative and integrated with Desire Media’s video campaign.
“The way the static visuals blended with motion added depth and richness to the brand expression, making the final result feel cohesive and elevated.”
One thing we loved was how the key art became more than just a visual asset, it acted as a storytelling tool. From signage to digital campaigns, the artwork elevated the brand beyond real estate into something cultural and crafted.
The role of AI in luxury branding
Creating Arka’s brand identity sparked internal discussions around the role of AI in luxury branding. The results of the project makes it clear it has great potential, but must be used with intention.
“In a space where storytelling, craftsmanship, and exclusivity matter most, AI shouldn’t replace the human touch, it should enhance it. It can personalise experiences, analyse consumer behaviour, and support creative workflows without compromising brand identity.”
Perhaps the most effective use of AI is behind the scenes – subtle touches that amplify the brand’s identity and vision, instead of overpowering it.
A spectacular end result
Canela described the project as an ‘inspiring challenge’, noting how AI supported in-depth ideation from the very beginning. This laid the groundwork for a cohesive direction which can be felt across lifestyle videography and photography. It also lives on through a suite of print and digital collateral, such as the Arka website.
Arka’s final identity is as intentional as the Arka development itself. We look forward to watching it come to life in Kogarah.