Design + AI
Next step: humanize what AI generates.
I'm a Design leader with 20+ years of experience and a specialisation in Branding, now focused on what happens after AI generates: giving the result the identity, context and judgement that make it belong to a real brand, not a prompt.
Design + AI // Next step: humanize what AI generates // 20+ years of Design leadership, specialised in Branding //
Design direction, at the edge of AI.Twenty years of Design judgement, applied to what comes next.
100+Brands
20+Years
16Countries
About
Two decades of Design leadership. One new direction.
I lead Design within a global Corporate Communication team across 16 countries. Lately, a growing part of that work is exploring what Design and Branding look like in an AI-enabled world.
Approach
How the pieces fit together.
Design comes first. Everything after it builds on that foundation.
01 · Design
Gives form and direction.
Visual thinking and creative direction, built over 20+ years.
02 · Branding
Gives identity and consistency.
What makes work recognisably, deliberately yours.
03 · AI
Expands what can be made, and how fast.
Faster creation, more variations, less friction.
04 · Human Judgement
Decides what deserves to exist.
Deciding what's worth keeping, and why.
05 · Business Impact
Is where it has to prove itself.
Intentional, distinctive, and built for real business results.
Selected Work
A few projects, out of many.
Thinking
Ideas on Design, Branding and AI.
Is AI making every brand look the same?AI and Culture
What is an AI-enabled brand system?AI and Brand Systems
Rule-based brand governance vs external AIAI Governance
Have something interesting to build? Let's talk.
Whether it's Design, Branding or something new with AI, I'm always interested in a good challenge.
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