What Is Midjourney?
Midjourney is an AI image generator made by Midjourney, Inc., an independent research lab in San Francisco founded by David Holz. You describe the image you have in mind in words, a “prompt”, and it returns several versions to choose from. It opened to the public as a beta in July 2022, first through the chat platform Discord, and today it also has its own website for creating and organizing images.
Beyond the prompt, you can guide results with reference images for content or style, set the aspect ratio for a poster or a phone screen, create variations of a favorite and upscale it. Personalization profiles learn your taste from the images you prefer, an editing model changes parts of an image from a description, and a still image can be turned into a short video clip.
Midjourney is not open source and is used through paid subscription plans. Under its terms, users own the images they create as far as the law allows, though companies above a revenue threshold need the Pro or Mega plan for that. Images are public by default; Stealth Mode, on those same plans, keeps them out of public view. How copyright applies to AI-generated images is still being settled in many countries.
Where We Use Midjourney
We use Midjourney to think faster at the start of a project, never as a shortcut to the finished design. This is where it fits in our work:
Mood Boards
Before designing a brand identity or a campaign, we create a few clearly different visual directions in color, light, texture and atmosphere. Discussing concrete pictures is far easier than discussing adjectives.
Briefs for Photo Shoots
Before a shoot we visualize the setting, lighting and composition we have in mind, so you, the photographer and the stylist agree on the look before anyone steps into the studio.
Directions for Illustration
When a project needs illustration, we test styles quickly and choose a direction with you; the final illustrations are then drawn by our designers in Adobe Illustrator or Adobe Photoshop.
Storyboards for Ad Videos
For short ad videos we sketch key frames of the scenes we plan to film or animate, so the story is agreed on before production begins and there are fewer surprises.
Why Midjourney?
Fast Exploration
We can look at many directions in a short time and drop the weak ones early, before design hours go into them.
A Shared Picture
Concrete images reduce misunderstandings: you see what we mean by “warm” or “minimal” before the real design begins.
Control over Style
Reference images, style references and aspect ratios let us keep concepts close to your brand's colors and formats instead of leaving them to chance.
How We Work on Your Project
We use Midjourney only at the concept stage. After the brief, we prepare a small set of directions, present them to you as mood boards and choose one together. From there our designers create the real work in Figma, Adobe Photoshop or Adobe Illustrator, with photography, illustration and typography made or licensed for your brand.
Before delivery we check that the final files are our team's design work rather than images taken straight from Midjourney, that nothing imitates another brand, a real person or a living artist's recognisable style, and that every photo and font is properly licensed. Your confidential material is never uploaded to Midjourney without your permission.
