I was on a call with the owner of a major architecture firm in New York. The founder spent the first 20 minutes talking about their philosophy and abstract concepts. He was looking for a way to capture the soul of a space in their projects. They had a problem with the agencies they worked with. They'd spent large budgets only to receive logo proposals with stylized ancient temples, roofs, or building parts. They hated this literal approach. Architects and technical professionals often communicate conceptually. When this happens, it's better to bring the conversation back down to earth. So I shared my screen and showed him the identity I designed a few years ago for Emme. Emme is an Italian 3D architectural rendering studio I created the visual identity for. I showed him the action built into the typography. The letters are made of pixels simulating a render's calculation process. It's an approach that conveys deep abstraction without relying on trivial symbols. The founder suddenly stopped and said: "You managed to show what they do in a single word." That was exactly what they were looking for. Seeing that logotype was enough for him to understand I could turn an abstract idea into specific typography. The company's action and soul made visually tangible. Trust clicks the second a client realizes you can translate their philosophy into a visual system that works.

This looks clean and well thought out. How long did it take you to bring everything together?

After my last post about AI and mockups, I kept thinking about the other side of this crazy tech shift.

Have you ever thought how AI is also making product visuals more accessible for smaller brands? 🤔

Not every founder can afford a professional shoot right away, especially in early stages.

Is it perfect? No. But it lowers the barrier to entry the market in a huge way.

Feels less like “AI replacing creativity” and more like giving smaller brands a chance to compete visually much earlier.

AI has definitely been a handy, versatile tool! I heard people respond negatively towards AI generated imaged used in businesses (especially food and drink), but as a starting point for a small business it seems like a great answer.