Three common problemsand what I do about them.
Here is where to start, depending on the problem you have, and where my work ends. If you work at an agency the same applies, and the project goes out under the agency's name.
Where you start
Three situations: pick the closest to yours.
- Advertising design
The ad says five things and nobody remembers one.
I decide what has to stay in the viewer's mind and cut the rest, then adapt the message to every format.
- Web design
The site has grown plugin by plugin and nobody enjoys updating it.
I restart from the content and how you work, then choose the tool. Often it's WordPress, with a theme written for your site and only the blocks you need. If the site rarely changes and has to load fast, I build it in Astro, with no plugins to update.
- AI in business
The team uses AI, but the material to fix has grown.
I sort out one process at a time: who decides, what gets checked, where AI helps and where it stays out.
Four phases, on every job
In each one I first decide what stays fixed and what can change.
Idea
I gather what has to get across, to whom and where it will run.
Direction
I set the rules before the tests: hierarchy, typefaces, structure.
Production
I build the work and test it on the most awkward format. AI comes in here, for variants and formats.
Finishing
I check every file and deliver it ready, with the rules for using it.
Where my work ends
I say it upfront, so the quote has no surprises.
Graphics
I don't print or shoot: I prepare the files for the print shop and the brief for the photographer. If photos are missing, I use AI-generated images, declared as such, until the real ones arrive.
Sites
You bring the copy and photos. If they're missing, I use AI-generated text and images, declared as such, until the real ones arrive: as soon as you have them, we swap them in.
AI
I don't develop software products, I don't set up tools in your accounts and I don't reorganize the whole company.
Tell me what you need.I'll tell you how I'd do it and what I wouldn't do.
A few lines are enough: what, by when, for whom.
In my reply you'll find where I'd start and how long it takes.
If you're an agency, the work goes out under your name and, if needed, I sign an NDA before seeing the brief. I talk to your client only if you ask me to.