30/07/2026
Originality isn’t about creating something nobody has ever seen. It’s about building a brand so rooted in your business, your values, and the people you want to reach that it couldn’t belong to anyone else.
Today, we have incredible creative tools available to us. As a designer, I celebrate and embrace this to better my ability to express ideas to my clients quickly and effectively. It enables us to truly explore all creative avenues and really push the boundary between realism and surrealism. AI has changed how we explore ideas and generate concepts, accelerating the creative process—and that’s exciting.
But the tool isn’t the strategy.
A skilled designer doesn’t compete with AI; they collaborate with it, the tools work well if used effectively, but there has to be strategy and purpose behind the design.
Established, experienced designers lead with strategy and creative thinking to produce work that’s not only beautiful, but meaningful, distinctive, and effective. That's the difference between using a design and putting these wonderful tools in the hands of your receptionist or sale exec. The strongest brands will not be built by AI technology alone; there must always be a considered strategy behind the design.
Originality isn't generated; It's not generic, you won't find it in a template, it should be unique to your business, discovered and brought to life.
