The trained system that produces 100% of Doodles' content.
Doodles needed to ship more, faster, without diluting the look that built the audience. PRISM 1.0 is the Brand AI Identity system we built and handed over. It runs today.
The bottleneck wasn't ideas. It was the pipeline.
Doodles is a culture-led brand with an audience that expects daily output. The internal creative team had the ideas and the taste — but the math didn't work. Every piece of finished content had to pass through a manual production loop that capped throughput.
Generic AI was off the table. The brand's recognisability is the asset. A model that hallucinated proportions, drifted on palette, or got the line wrong wasn't a tool — it was a liability.
PRISM 1.0 — trained for Doodles, owned by Doodles.
We trained a bespoke generative model on the full Doodles canon — characters, palette, line language, props, environments — and wrapped it in a production pipeline tuned to the brand's review standards. Presets for the recurring formats. Controls for the team to direct, not just prompt.
The handover wasn't a slide deck. It was the platform, the documentation, and a trained team of internal operators. Doodles owns it. They run it.
The commercial result, then the numbers that prove it.
The team unblocked. The output started looking unmistakably Doodles at a volume the old pipeline couldn't approach. Content velocity isn't a vanity stat at this brand — it's the input that drives community engagement, and community engagement drives everything else.
“We honestly forget which ones we drew by hand.” — Alfie Bogush · Creative Director, Doodles