Miloh Merah
A system-first identity for a brand rooted in local culture, designed to be used, adapted, and owned by the people behind the brand.
Milo Merah is an emerging London-based artist whose work explores human emotion and the search for invisible truths around life and love.
From the outset, the identity was conceived as a flexible system rather than a fixed mark. Together, we developed a simple yet expressive core element, the double backslash (“\\”), conceived as a gate or visual barrier that interrupts perception. This symbol became central to the logo and recognition system, often interacting with or partially obscuring Milo’s portrait to visually reflect themes of emotional distance, uncertainty, and the pursuit of the unknown.
The system was designed to evolve alongside the music, allowing each release to reinterpret the same visual language while remaining immediately recognizable.
Artificial intelligence as a creative bridge to physical distance
+ Artificial intelligence, art direction
As the collaboration was developed entirely at a distance, with limited resources and minimal opportunities to meet in person, AI became both a creative and practical tool, helping bridge physical distance while meeting the artistic and production needs of the project.
For a series of three singles, I used AI-generated imagery in dialogue with photography and graphic elements to explore layered realities and visual ambiguity, aligning with the conceptual meaning of the backslash as a barrier to clear perception.
The backslashes act as consistent anchors across all covers, ensuring cohesion while allowing each release to express a distinct mood. This approach enabled a high level of visual experimentation without the logistical demands of traditional production, demonstrating how emerging technologies can support remote collaboration, creative exploration, and client needs – when used intentionally and within a clearly defined system.
Throughout this process, AI was in fact treated as a supporting tool rather than an autonomous solution, in combination with human judgment, art direction, and critical thinking – not as a shortcut to final, polished results. This hybrid approach allowed experimentation to remain grounded in design rationale, reinforcing the idea that AI is most effective when guided by clear systems, creative direction, and human insight.
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