Why does AI sound so generic?
“The writing is fine. It just doesn’t sound like me”, so you try another prompt, and then another, yet nothing changes. AI can only amplify what’s already there – if you give it a topic, it’ll produce the statistical average of everything that’s been written about that topic, because that’s exactly what it’s designed to […]
How designers can collaborate with AI.
A good designer doesn’t start with colours or typography – they start with people. Who is this for? What problem are we solving? What assumptions are getting in the way? What should someone feel after interacting with this brand? What business outcome is this supposed to create? AI can generate thousands of visual directions, but […]
Your logo may not be the problem, but perhaps everything around it is.
“We’ve already got a logo”. We hear this a lot – usually from founders who are wondering why their business still feels inconsistent. Their website doesn’t quite match their sales deck, social posts look different every week, and proposals feel generic. Marketing takes longer than it should because every new asset starts from scratch. A […]
Brand Systems and Creative Expression in the Age of Generative AI
January 22, 2026 Generative artificial intelligence is transforming how brands express identity and how organizations structure and govern the creative operations that produce branded content at scale. This transformation is structural rather than merely technological: it does not simply accelerate existing creative workflows but fundamentally alters the relationship between brand identity, creative production, and organizational […]