Notes - Creative Director | Brand Strategy, Design & Marketing

Notes

Thoughts on branding, design, and AI.

Close-up of a blue eye on the right with the slogan 'Shape the Signal.' in bold white letters on the left.

I Didn’t Build a GPT to Generate Ideas. I Built One to Kill Bad Ones.

in AI Workflows

Most creatives are using AI to generate more ideas. I built a custom GPT to do the opposite: challenge weak thinking before it becomes expensive work. But most creative projects don’t fail because there aren’t enough ideas. They fail because nobody kills the weak...

Close-up of a blue eye showing detailed iris and surrounding eyelashes.

Why Brands Fail Before Design

in Branding

Most branding projects don’t fail because of bad design. They fail long before anyone opens Figma. When a brand isn’t working, the logo usually gets blamed. Then the website. Then the colors, typography, or campaign. But those are often symptoms of a bigger problem:...