Behind the AI visuals of Dr. Gab's new launch

To support the launch of Dr. Gab's new visual identity, the agency Hymn ventured into uncharted territory: generating images with artificial intelligence. A conversation with the creative team about this unique approach.

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Q: Where did the idea of using artificial intelligence for this project come from?
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Hymn: For the launch of Dr. Gab’s new identity, we wanted to make a lasting impression with visuals that were both original and familiar. The idea was to create visuals inspired by Swiss landscapes, but with a slightly nostalgic, almost timeless feel. A kind of backward glance at the journey the three founders have taken since the early 2000s, when Dr. Gab’s first began. We quickly realized that AI could offer us a unique creative playground to achieve that.

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Q: What kind of aesthetic were you aiming for with these visuals?
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Hymn: We tapped into the collective imagination of the 1980s to 2000s — drawing inspiration from those slightly faded images you find in old photo albums or postcards. They serve as emotional shortcuts to warm, comforting memories. It was important to us that the images evoke that familiar feeling, without being tied to a specific place or time.

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Q: Why not use real photography?
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Hymn: Precisely because we didn’t want the locations to be recognizable. We wanted to recreate scenes that felt like somewhere, without actually being anywhere specific — just like memories. That’s where AI really showed its strength: it allowed us to build believable fictional landscapes, with just the right amount of blur and idealization.

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Q: Was this a first for Hymn?
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Hymn: Yes, this was our very first experience creating visuals with the help of AI. It’s a tool that opens new doors — provided you use it with real artistic intent. This wasn’t about a technical feat. It was about storytelling, about building an emotional connection with the audience.

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Q: And the result?
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Hymn: The visuals were very well received. They align perfectly with the DrGabs universe: accessible, a bit quirky, and rooted in collective imagination. Most importantly, they sparked curiosity — which is exactly what we were aiming for.