Addressing the Original Concept
Otherwise—a service that brings the question «What if…?» to life. The service creates a personalized scenario for the development of life events, showing how one’s fate might have changed with different past decisions.https://portfolio.hse.ru/Project/268567#
Transformation into a Startup
«INACHE» is a service that uses artificial intelligence to create personalized physical archives of an alternate past. The user describes a decision that once changed their life and selects an alternative course of events. The service transforms this scenario into a collection of material artifacts: photographs, letters, tickets, documents, and mementos.
Chat GPT suggested this logo option:
An emotional and artistic concept. The fluid line symbolizes the branching of possible scenarios and transition into another reality. It balances rigor with poetic sensibility.
The classic serif font evokes associations with archives, history, and memory. The smooth curves of the letters are a metaphor for alternative life paths. The delicate lines suggest the fragility of the past and uncertainty.
Prompt: Create a logo for the conceptual brand «ИНАЧЕ». The logo features Cyrillic letters with serifs and high-contrast strokes. The letterforms have an elegant, thin, smooth calligraphic curve. The main logo is rendered in a warm ivory color F0E9DD. The background is 252723.
For «INACHE,» ChatGPT proposes a color palette that blends the aesthetics of old archives. The colors should look as if they belong to documents that have been stored in an archive for several decades.
Prompt:Step 1 Create a large visual insert styled like a postcard. In the top left corner, place a raised logo in color #252723. In the bottom right corner, include the sender and recipient fields. The sender’s line should contain our brand, followed by an empty recipient line and another empty line. All text must be in Russian.
Below the sender and recipient fields, include the brand’s contact information.Step 2 Arrange the business card diagonally on a rough, porous surface made of beige limestone. No hands, no people, no additional objects, no glossy surfaces, and no artificial computer graphics.
ChatGPT built the typography on contrast: an elegant serif for emotional headlines and a strict grotesque for archival documents, signatures, and navigation.
Cormorant Garamond—for large headlines, quotes, and personal stories. Manrope—for descriptions, documents, and archive labeling.
The identity is built upon a multifaceted landscape of possibilities.
Chat GPT proposes an option whose visual system is based on the idea that every decision creates its own life trajectory. The chessboard is transformed into an abstract coordinate system where lines symbolize life paths, intersections represent moments of choice, and bifurcations represent alternative scenarios of the future and past. Black lines denote lived reality, while burgundy lines represent unrealized possibilities. Geometric shapes resemble fragments of a chessboard that disintegrates and reconfigures after every decision. The main principle is this: one choice alters the entire composition—just as one decision has the potential to change an entire life.
Left prompt:
Step 1 Create a new poster in a 9:16 format. Maintain the same identity and metaphor you developed, but explore new compositional solutions. Adjust the placement of the reality branches.Step 2 Develop a layout for this poster. It should rest on a dark, textured, slightly rough table. The poster must be oriented vertically. Shoot this from a top-down perspective. Establish a mysterious, cozy evening ambiance. Ensure there are no extraneous objects or distracting shadows on the table. Aspect ratio 3:4.Right prompt
Step 1 Design a poster using the visual system you just created. Position the logo in the upper left corner. Do not include any photographs on the poster; use only the graphics and typography we selected previously.Step 2 Create a mockup of a standalone, vertical street advertising billboard mounted on the iron or stone wall of an underground passage. The poster should be empty, solid white, and feature a thin dark border. The view should be straight on, with the poster centered in the frame. Use soft, diffused lighting. Aspect ratio 3:4.Step 3 Place the poster onto the mockup
Prompt by ChatGPT:
An ultra-realistic staged photograph of luxurious editorial products, horizontal composition 1:2. Close-up of two thick stacks of archival cards arranged diagonally on a matte textured surface in a jet-black color. The cards have rounded corners, visible layered edges, and are made of thick paper. One stack is partially secured with a polished metal screw clamp in a silver color. The cards reflect the visual identity of the conceptual Russian brand «INACHE». Dramatic directional studio lighting from the top left, expressive realistic shadows, high contrast, barely noticeable film grain, tactile paper fibers, visible cardboard thickness, product macro photography, 85 mm lens, shallow depth of field, complex monochrome color correction, photorealistic 8K quality. No people, no hands, no glossy paper, no plastic, no additional props, no artificial computer graphics.
Prompt:
Step 1 Now create a large horizontal advertising poster. Preserve our brand system from the previous posters. Find new layouts, new shapes, and a new composition.Step 2 Create a horizontal billboard mockup on a tall pole above a quiet street, featuring a solid white billboard surface, front view, slightly from below, aspect ratio 3:2.Step 3 Place the poster on the mockup, matching the billboard’s lighting
Prompt: Make the box conform to a unified design system. The final physical product is a collectible box that combines a book, cards, letters, and documents. It can function as a personal memory capsule.
Left prompt: Make the box part of a unified design system. The final physical product is a collectible box that combines a book, cards, letters, and documents. It can be stored as a personal memory capsule.
Right prompt: Now capture a vertical photo of a shelf where hundreds of these boxes are stored. The atmosphere should be gloomy and mysterious—a slightly dusty shelf, graininess, a subtle vignette, ultra-realism.
Prompt: A sealed envelope containing a letter from an alternate version of yourself. For example, from someone who moved away at the time, confessed their feelings, or chose a different career path.
Key: Two contrasting envelopes connected by a thin burgundy thread.
Merchandise
