A practical studio policy: use the machine for leverage, keep the human responsible for the decision.
How we use AI at intrstd — and where we deliberately don’t Read Post »
As polished production becomes easier, discernment becomes a bigger part of the value.
Human taste is becoming more valuable, not less Read Post »
Creative abundance feels productive. Sometimes it is just a larger editing problem.
AI can give you 100 options. That doesn’t mean you have 100 good ideas. Read Post »
Yes — if you know what you are asking it to do. No — if you expect it to discover your business for you.
Should you let AI write your website? Read Post »
The glamorous demos get the attention. The repetitive jobs may deliver more value.
The best use of AI in design may be the boring stuff Read Post »
The output can be polished, current and perfectly usable — and still feel like it belongs to nobody in particular.
Why AI-generated branding often feels generic Read Post »
Not every part of branding needs AI. Some parts benefit from it enormously.
Where AI actually helps in a branding project Read Post »
Speed is useful. So are options. Neither tells you what the business actually needs.
AI can make design faster. It can’t decide what matters. Read Post »
Start with the business, not the pixels.
The problem with designing websites before understanding the business Read Post »
Premium is not a colour palette, a typeface or a price tag. It is a coherent experience.
What founders get wrong about premium branding Read Post »
