AI can help create a brand but keeping one is a different job.

Generation got cheap. a palette, imagery, a whole system. thousands of brands are about to launch looking great and then drift into looking like each other

The valuable work moved downstream with consistency over years, evolution with logic, new elements without losing the essence. there's no prompt for time.

That's good news for us designers though because custody is much more valuable now

AI can help create a brand but keeping one is a different job.

Generation got cheap. a palette, imagery, a whole system. thousands of brands are about to launch looking great and then drift into looking like each other

The valuable work moved downstream with consistency over years, evolution with logic, new elements without losing the essence. there's no prompt for time.

That's good news for us designers though because custody is much more valuable now