Creative partner sitting with you at the table.

Sometimes you arrive with a clear concept and it helps you develop it quickly and consistently. Sometimes you arrive without a precise direction, and the visuals it suggests open doors you hadn't thought of.  

The work is a real dialogue. You propose, it responds, you direct, it brings variations and ideas you hadn't considered. This is a process where design directions emerge, with emphasis on prompt-based possibilities and iteration to maintain consistency and strategic precision.

Gymdesk

When I worked on Gymdesk, a gym management application, I had an existing logo and basic information about what the company does. The challenge was the product's broad target audiences while wanting to nail a visual that could speak to a wide range within the framework of a physical exhibition. The important visual emphasis was on space – "gyms" is code for highly diverse wellness spaces, where a wide variety of people come. Once this direction crystallized, I defined parameters demographic diversity, tone, aesthetics, and AI became the fastest and most efficient creative partner in the world. It brought options that remained faithful to the line, and also suggested things I hadn't thought of. Sometimes I accepted them, sometimes I pushed in a different direction.

This is collaborative work. I lead the concept, it expands the territory. I direct, it brings more layers. The result is a visual language built together and in collaboration with the client – not just executing commands, not machine genius.

Working with AI to create strategic brand content is based on expanding the field of imagination through collaboration with algorithms, visual experimentation, and evolving technologies. It's a dialogue between your design thinking and experience, the brief and listening to client needs, and the technical capabilities of different models – and it's definitely advisable to combine several. This is working with a digital desk that expands capabilities and results with speed, consistency, and especially originality.