Brief
You have AI and a hundred drafts.
You need one that holds up.
I'm Paolo Bortolotti, graphic and web designer. I start from what you need and choose the right tool: identities and campaigns, sites in WordPress or in PHP written for the project, AI inside a company's processes. For agencies the work goes out under their name, under NDA.
How Paolo Bortolotti works with AI
02 / DirectionVisual choices
I write the rules before the tests.
I decide hierarchy, typefaces and images starting from the brief, and test them right away on real formats.
03 / ProductionTests
I test the idea on the most awkward format.
If it holds up on a 300-pixel banner, it holds up on the poster too. AI gives me more tests in less time; which one to keep I decide, comparing them with the rules.
04 / FinishingCheck
I check at 400%.
I read the project at 400% and on a phone in hand. Whatever doesn't work there, I fix before delivering.
- Advertising design
Identity and communicationThe logo works on the site and vanishes on the van. Identities, campaigns and packaging, one message at a time.See the details
- Web design
Sites and e-commerceThe theme you bought or generated no longer does what you need. Sites and e-commerce built from scratch, in WordPress or in PHP, around your content and how you sell, with no useless blocks or plugins.See the details
- AI in business
Training, coaching, automationsYour team already uses AI, each in their own way. Courses, coaching on real work and pilot projects on one process at a time. Since 2023 with professionals and small businesses.See the details
- Training
Courses and workshopsCourses on graphic design, web design and marketing for agencies, companies and organizations.See the courses
Nice to meet you,I'm Paolo.
For over twenty years I've been designing identities, campaigns and sites. Since 2023 I put AI in there too.
Over a coffee, I'll tell you how I work.
I don't publish a portfolio: projects for agencies stay under NDA, so here I show the method. I work in four phases: idea, visual direction, production, finishing. In each one I first decide what has to stay fixed and what can change. I use AI for drafts, variants and formats. I bring the same method into the classroom: I've run more than a hundred courses and workshops, for over a thousand people, on graphic design, web design and the use of AI in creative processes.
Paolo Bortolotti
I work for agencies and small businesses.
Many projects go out under other people's names.
Graphics, sites and AI come from the same desk.
Whoever commissions the work has a single point of contact.
What I teach
I teach what I do: more than a hundred courses and workshops, for over a thousand people.
Seven topics, with the program built around the group.
Tourism marketing
Telling the story of a place starting from what makes it recognizable.
Copywriting
Writing copy that makes readers decide, in fewer words.
Web design
From the page map to the first wireframe, before opening WordPress.
AI in business processes
Understanding where AI helps, how to use it and when to avoid it.
E-commerce
Product pages and cart built around the questions of whoever is buying.
UI and UX
Watching how people use an interface before designing it.
Advertising design
One message at a time: hierarchy, typefaces and images at its service.
Courses for your group.
Courses and workshops for companies, organizations and agencies, with the program built around the group.
Write to me about a course
Who I've worked with,
and who I still work with
Agencies and brands, in the classroom and in projects.
Tell me what you need.
I'll reply with questions.
What you need, by when, for whom.
It applies to an identity, a site, a campaign or a course.
The questions help work out where to start.