Notes, concepts, and work-in-progress.
Eighteen years inside design studios taught me the same lesson everywhere. The brand system is perfect. The pipeline to execute it is not.
I build AI systems for a living. And I'm telling you: never trust an AI to get the job done. Not because AI is bad. Because trust is the wrong relationship to have with a tool.
A flock of starlings can produce one of the most complex visual patterns in nature. The rules governing it fit on an index card. Three rules. The complexity emerges from the interaction.
The category, defined.
Seven years ago I had a clear picture of something that didn't exist yet. Not a product. A capability. The friction was the problem, and it was solvable.
Every new tool promises to save time. And most of them do. That's the problem. The time saved gets filled with more output.
One component language for posters, social, carousels, motion, video, print, and web. How it works and why it exists.
The best design has a quality that resists explanation. The production work to get it out the door is not magic. It's the opposite.
The difference between a system that documents your brand and a system that ships your work.
Claude can think about design. It can't ship it. Here's why, and what sits in between.
