03/20/2026
Earlier today, I posted a version of this brand reveal that was created with Ai. 🤖
I thought: “I want these mockups to really tell the story of the thought behind this change”
I wanted to show more context, mocked up elements that felt fitting beyond “just” the brand board and the logo update. And consistent looking mockup creation is TOUGH when it’s just me, myself, and I running a whole damn business.
Lately, I’ve been battling with the adoption of Ai in my industry… devs are losing their jobs every day, the environment is rapidly declining (mainly because of the corporatized method of cooling over an ecological one), and my job and expertise is feeling like it’s been given a shelf life due to the consistent upgrades.
The reality is, it’s not going anywhere.
And this week has been packed, like most of my weeks, so I creative directed Ai to execute my vision. And my results, although not perfect, were good enough for me to feel confident about posting them.
But the comments rolled in with critique about the conflict of an outdoor adventure brand being placed on some Ai built images. Disappointment about the visuals disconnecting with the true mission and values of the brand.
My immediate reaction was embarrassment tbh.
Because truthfully, it was weighing on me that I was posting with Ai images for the first time. Morally, it doesn’t align with me either, regardless of the context of the rebrand.
But lately I struggle with how to compete without falling behind with this new technology. How do I keep my business alive when people don’t see my value until they see that final product?
I see plenty of cheaper designers out there making generic, ai slop. And I DO NOT design or build my clients’ brands or websites with Ai.
But, what I do is truly more than “just” designing or making things look pretty.
I think holistically about my clients and their brands.
I’ve developed a process that guides me and my clients to an outcome that resonates with them so deeply that they feel more confident and regulated in their business. They know who they are for and what their ideal audience needs.
This revision feels more like me.