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not sure “brand designer” is surviving my current job description
AI has expanded what I can actually do myself so much over the past year.
strategy + identity + web + product + image and illustration libraries + creative direction...
“creative director” makes it sound like I’m not the one actually making everything either.
so... are we all having a bit of a job title identity crisis or just me? 😭
Lucie
The title defines the initial requirement of the job, but at the end, work itself says what you have done. Now come to your brand designer role. In the age of AI, brand designers and art directors are more needed. Now every brand must and does require a unique identity...
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Related posts
Long Shot, brand identity case study drops soon.
Dice, cash, and a bar light that never quite turns off.
We built a spirits brand out of the moment right before you find out if you won.
Case study coming this week. 🎲
I Just Created NOIRÉ 🔥
A Coffee Brand Built Around the Pause.
NOIRÉ is a premium café brand built around a simple idea:
Great coffee should feel like a moment of pause, not another part of the
routine.
The project explores a complete visual identity, packaging
system, takeaway cups, coffee bags, tote bags, menu design, café applications and lifestyle campaign direction.
Instead of relying on the usual loud coffee aesthetics, I
built NOIRÉ around deep charcoal, warm ivory, soft graphite, refined
typography, subtle botanical illustrations and quiet editorial compositions.
The visual language is intentionally dark, tactile, and understated - giving every touchpoint the feeling of a slow morning, a quiet table, and coffee worth taking your time with.
From the cup in your hand to the café around you, every detail was designed to make the brand feel like a ritual.
Waiting for your thoughts in the comments 🙌🔥
branddesignertastetestBrand DesignGraphic DesignPackaging DesignAdobe IllustratorAdobe InDesignAdobe Photoshop
Done with the branding work for Yuzu! 🙌
This was so much more fun than I ever expected, I'm definitely going to be doing more beverage brands in the future.🙌
Amazing work! Love your design style, very creative and clean 👌