SPAICE Studio
CLIENT
SPAICE
YEAR
2026
ROLE
Brand Strategist
Challenge
Generative AI is moving at a pace the industry has never seen before. New tools, new players, new capabilities. Every week, the landscape shifts. The barrier to entry has collapsed, and with it came a flood of AI-generated content that is fast, cheap, and largely forgettable. In a world where anyone can generate anything, the result is noise; and a category still struggling to define what good actually looks like.
For a new studio entering this space, the question was sharp: how do you build a brand that signals clarity, craft, and direction when everything around it is chaos?
Solution
The strategic foundation came from the category’s core tension: AI can produce anything, but without taste and direction, output is just slop. SPAICE doesn’t compete on technology alone: it competes on the thinking behind it.
From that platform, the brand strategy shaped SPAICE’s positioning, value proposition, and tone across identity and communication – confident and industry-fluent, without leaning into generic AI hype. The result: a brand built to stand out in pitches and client conversations alike.
As Brand Consultant, I supported the team across brand strategy and identity to focus on what truly matters.
Why SPAICE?
SPAICE is pronounced like spice. And yes, that's intentional. In Frank Herbert's Dune, the spice melange is the rarest, most valuable substance in the universe: the one resource that expands consciousness, enables space travel, and determines who holds power.
He who controls the spice, controls the universe. For a studio built on turning AI's raw generative power into something purposeful and precise, the naming felt spot on.
“Jan was the strategy director during the early formation of my brand SPAICE. His experience and razor-sharp analytical thinking helped me cut through countless possibilities and focus on what truly matters. A visionary, multidisciplinary strategist, that operates less like a narrow thinking specialist but more like a true Swiss Army knife."
— Max Schlett // Co-founder & Executive Producer at SPAICE