AI Brand Campaign:
Baker Hughes: CarbonEdge™
Role(s):
Creative Director, AI Visual Designer, Style Seeding & Prompt Engineer, Copywriter, Brand Strategist
AI Tools Used:
ChatGPT, MidJourney (Style & Seeding), Runway ML
Project Description:
CarbonEdge™ powered by Cordant is a next-gen digital CCUS (Carbon Capture, Utilization & Storage) product developed by energy tech giant Baker Hughes — designed to provide real-time CO₂ data visualization, regulatory tracking, and operational efficiency across the entire CCUS value chain.
Brought in as Creative Director, I led early-stage naming workshops with stakeholders, engineers, and senior leaders — ultimately coining the name CarbonEdge to reflect the product’s innovation-forward, edge-to-enterprise capabilities. I then developed the full brand language and visual identity using generative AI workflows.
Through a combination of MidJourney style seeding, ChatGPT copy development, and Runway ML visuals, I created the core brand look and feel, later pitched and approved by Baker Hughes’ directors. The result was a speculative-to-executive brand launch — released globally at Gastech
in Abu Dhabi.
How Do You Name and Launch a Product
for a Global Energy Giant?
This generative AI-driven campaign began at the whiteboard — naming a new product line for Baker Hughes, then visualizing how it could be brought to life across video, product displays, and executive decks. Each asset was built with speculative storytelling and real-world BD in mind — resulting in a launch that traveled from MidJourney prompts to the global stage.
Bringing the Brand
to Life
Led interactive sessions with Baker Hughes engineers and business leaders to generate, test, and refine names for their new CCUS digital solution. These collaborative
brainstorms culminated in the selection of CarbonEdge — a name that evoked innovation, real-time edge data, and carbon technology.
Using prompts developed in ChatGPT and seeded in MidJourney, I designed the visual language of CarbonEdge — creating early-stage brand direction assets that included tone setting, futuristic interface elements, and speculative UI environments for
stakeholder review.
Presented fully visualized creative concepts
to Baker Hughes directors — including static and motion options — to align the brand with global energy trends and enterprise design standards. The final brand aesthetic balanced futuristic technology with operational clarity.
Storyboarding
& Motion for Global Release
Pitching Concepts
to Leadership
Worked in collaboration with a production team to storyboard and animate the brand reveal video using AI-enhanced footage — optimized for a high-impact unveiling at Gastech
in Abu Dhabi.
Visual Identity Through
Generative AI
Step 1
Naming Through Stakeholder Workshops
Step 2
Step 4
Step 3
A Global Stage Debut
CarbonEdge powered by Cordant was officially unveiled at Gastech 2025 in Abu Dhabi, one of the world’s leading energy innovation summits. The launch visuals I created served as the visual cornerstone of the product’s debut — helping establish
Baker Hughes as a frontrunner in CCUS
digital strategy.
