Creative ideation in the age of AI: How industrial designer Vojtek Morsztyn transcends the empty page
Starting with an empty page can be daunting. The pressure of tight deadlines and an ever-increasing demand for high-quality content means finding the right spark to begin a new project isn’t always easy. To help creatives develop and visualize early concepts, we’re building an AI-powered app, dubbed Project Concept, that transforms the early stages of every creative journey and is set to shape the future of creative ideation.
Vojtek Morsztyn, an award-winning industrial and interior designer, uses Project Concept for concept development and more efficient ideation. The new app enables Morsztyn to quickly generate design variations, refine his creative direction, and take his projects from concept to reality faster than ever before.
In this series, we’re exploring how artists across industries are using Project Concept to enhance their creative workflows right at the very start of a project. Each article will put the spotlight on a different discipline — from graphic design to filmmaking.
A more efficient approach to creative ideation
Given his curiosity and desire to expand his creative possibilities, it felt natural for Morsztyn to explore how AI technology could fit into his workflow. Reflecting on his early experiments, he said, “Once I started using AI, I quickly realized it wasn’t just a passing trend — it was the beginning of a completely new chapter for design.”
Morsztyn’s creative process has significantly evolved with Project Concept. Before, he would develop early design ideas by manually piecing together different sources of inspiration. Now, with the help of Project Concept, Morsztyn can quickly generate a variety of early-stage design variations and explore combinations of forms, materials, and colors.
The app introduces a new way to develop and visualize early concepts, and empowers its users to source, organize, refine, and showcase their ideas — all in one place, with the power of generative AI.
“Project Concept helps me refine creative direction much faster than traditional methods. Instead of manually searching and assembling references, I can generate unique visuals that serve as a strong foundation for a project.”
By feeding initial ideas into Project Concept, Morsztyn can effortlessly create a broad range of ideas that not only align with the project’s brief but also introduce completely new directions he hadn’t considered before. For one recent project, Morsztyn took an idea from AI-generated concepts all the way to a physical prototype. It demonstrated how AI can bridge the gap between ideation and realization.
Morsztyn now spends less time sourcing materials and more time refining his ideas, which makes projects much smoother and allows him to be more responsive to client feedback. “Project Concept allows me to gather inspiration to shape the initial direction — and do so incredibly fast,” Morsztyn explained.
“It’s especially valuable in the early ideation phase. I run my own design studio, and once we receive initial feedback, whether from a client or internally, we can use Project Concept to refine details, tweak designs, and explore further variations,” he said.
Project Concept enabled Morsztyn to mock up the design for an innovative chair and then import the image into 3D modelling software.
From concept to creation with the help of AI
Two features of Project Concept have made a considerable impact on Morsztyn’s workflow. The first is the “infinite board,” which offers an expanding workspace to organize images, moodboards, and other visual references.
“It’s a great tool for collaboration, especially when working remotely,” Morsztyn pointed out. “The way it structures the project visually makes it easy to maintain consistency throughout the entire process.”
Morsztyn used Project Concept for high-level concepting work, exploring different materials, forms, textures, and colors. Image credit: Vojtek Morsztyn.
Another feature Morsztyn finds particularly useful is the remixing functionality. This tool takes existing references and creates new variations, offering often unexpected or original visual combinations that might not emerge through traditional methods.
“One of the most exciting aspects of Project Concept is its ability to run creative processes like remixes and combining references. This allows me to explore ideas and alterations that might not even be possible manually.”
The ability to export visuals created with Project Concept directly into Photoshop has become a key part of Morsztyn’s workflow. “This integration makes it easy to further refine designs seamlessly,” he explained. “It allows for more detailed adjustments without breaking the creative flow.”
Experimenting with textures and shapes in Project Concept. Image credit: Vojtek Morsztyn.
In the future, Morsztyn imagines using Project Concept as a powerful tool for accelerating ideation, pushing creative boundaries, and creating more refined, high-quality concepts in a significantly shorter amount of time — making the whole process much more fluid and iterative. For Morsztyn, Project Concept frees up creative energy for deeper exploration and problem-solving.
Finding a more efficient way to overcome the dreaded blank page and ease that initial first step can make all the difference. Morsztyn’s experience with Project Concept highlights a thoughtful, practical approach to complementing workflows with AI, so artists can focus on realizing their creative vision.
Project Concept is currently in private beta. Sign up to join the waitlist and help us build the future of ideation and moodboarding in the age of AI.