AI & Design
Where AI genuinely helps in brand design — and where it quietly fails
AI is extraordinary at breadth and unreliable at judgement. Knowing which is which is most of the skill now.
18 Jun 2026 · 6 min read
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Notes on brand, design and AI
Written for the people commissioning design, not for other designers. Opinionated where we have earned it.
AI & DesignBrandingDesign systemsPackagingWeb & UXWorking with designers
Branding
What a logo should actually cost — and why the range is so wide
The same deliverable can cost ₹500 or ₹5,00,000. The difference is almost never the drawing — it is everything around it.
Working with designers
How to write a design brief that actually gets you better work
The best briefs are short, specific about the problem, and almost silent about the solution.
Web & UX
Seven reasons your website looks fine and still does not convert
When a good-looking site generates nothing, the problem is almost always structural — and usually one of seven things.
Design systems
When a design system is worth building — and when it is overhead
A design system is infrastructure. Build it too early and you are maintaining scaffolding around a building that does not exist.
Packaging
Why packaging that looks great on screen fails on the shelf
Almost every packaging decision is approved on a monitor at arm's length. Almost no purchase decision is made that way.
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