Experimental type “Recursive Approach”

On 18 April 2024, I found a way to generate unique lettering by feeding black-and-white structural references and style guides into Firefly. Instead of the usual method of prompting for images or using web-sourced material, which often has copyright complications, I took a different approach. I generated images in Firefly using simple prompts, manually edited them, and created unique reference pieces. These references were then used as visual style guides alongside my designs to achieve the desired outcomes. The results were amazing.

This process not only avoided issues around copyright and AI ethics but also introduced a game-changing method for creating original typographic designs. I’ve dubbed it the "Recursive Approach."

Adobe featured this method in their stories, and within months, it became a trend. Hundreds of designers started using it to create their own typographic artwork, and in just a few weeks, many saw their social media followers soar past 100K.

I thought I’d reimagine Don Draper’s famous “Pass the Heinz” concept from Mad Men, but with a twist of my own, adding a bit of my lettering flair. I whipped up the graphics in Illustrator, sent them over to Firefly, and the results? Fantastic. But if old Draper, who’d be about 98 now, were still around, I bet he’d have something even better up his sleeve.

What I learned from this experiment: Firefly really captures the texture of sauce better than anything else. The process is quick, accurate, and a real joy to work with.

Chewing gum

“Feel” using furry textures

“Use it or lose it” brain lettering made of plasticine

"Extra virgin" olive oil

Botanical "B."

Imagine this: It’s 2094, and you’re a creative working on a public service ad—maybe for first aid, a drug helpline, or recognising signs of an overdose.

I took the word “COME” and gave it a street tag vibe, inspired by Frank Sinatra’s song, sketched it in Illustrator, then added a twist—coating it in bright yellow felt and fluffy fur. Hi Pikachu 💛!

I tested a few versions, including real tapeworm visuals, but eventually stuck with one that looked like it was under a microscope—without being too gross 🤢.