At the end of 2023, VDMA—Europe’s largest association of mechanical and plant engineering—opted for a very special experiment: they commissioned awikom to design the 2024 annual report using images generated exclusively by generative AI. The design had to convince both online and in print. This ambitious project set out to push the boundaries of professional, classic annual-report design and underscore the technological competence of the association and the industry it represents.
Challenge
- “Unique” theme: the guiding concept called for unique, surprising visual worlds that allow room for interpretation and spark curiosity.
- Industry-specific imagery: as the industry association, VDMA sought motifs with a clearly industrial character—from abstracted technical details to dynamic factory silhouettes.
- Color concept: the imagery had to reflect the then CI colors blue, orange and gray to strengthen brand recognition.
- Consistency & quality: AI-generated imagery can vary widely in style and detail. Our task was to guarantee a coherent aesthetic and print readiness across different AI systems.
Our approach
- Choice of AI tools: We used Midjourney 5.2 and DALL·E in ChatGPT—the most advanced AI image-design tools of 2023/24.
- Prompt strategy: Simple yet precise guidance: instead of complex instructions, we used concise prompts that steered the AI to create industrially inspired scenes in blue, orange and gray tones.
- Iterative refinement: in several rounds, we fine-tuned prompts until the motifs were both technically abstract and aesthetically convincing.
- Open, abstract motifs: rather than literal depictions, we chose vague, surreal compositions that invite the viewer’s own interpretations.
- Quality control: All images were taken directly from the AI tools without manual retouching or color correction. Each draft underwent multi-stage checks for print suitability and clarity. Only images meeting our (and VDMA’s) high standards were approved for print.
Outcome
- Consistency: The final motifs combine surreal, abstract forms with suggestive references to mechanical and plant engineering—always in the blue, orange and gray palette. The AI-generated imagery shines through freshness and unpredictability—a picture portfolio perfectly matching the “Unique” motto.
- Efficiency gains: Compared to classic photo shoots or elaborate illustration commissions, we significantly reduced the time required without compromising quality.
- Visual impact: The unusual, AI-generated compositions attract strong attention and give the annual report a distinctive brand identity.
- Exhibition at the VDMA building: In January 2025, the motifs were printed large-format on high-quality acrylic glass and showcased at the VDMA building in Frankfurt. At the vernissage, Steffen Buchert provided exciting insights into the creation process and delighted numerous visitors.

Outlook
Strengthening the innovation brand: With this bold step, VDMA positioned itself as a pioneer in adopting new technologies and demonstrated how AI can boost creativity. Where AI meets creativity, the images of tomorrow emerge.
Not only in mechanical and plant engineering: Those who dare to take new paths set the standards for the future.