Design Talk
Notes from the process — B2B branding, AI-powered creativity, cinematic inspiration, and the designers who keep me thinking.
The Non-Existent Creative Brief in B2B: Turning Chaos Into Clarity With AI
In B2B, the “creative brief” rarely exists. Most projects start as a one-line email or a Slack ping: “We need a campaign for this launch next week.”
That’s when creative leaders step in—turning scraps of input into clarity. The process is simple but powerful: capture the request, add what you know, let AI shape a draft brief, and most importantly—validate it with stakeholders before execution begins.
Because here’s the truth: a half-baked brief is a red flag. Without validation, you’re setting your team up for wasted effort. With it, you’re aligned, fast, and ready to evolve the brand with every deliverable.
Mastering AI Tools to Overcome Creative Obstacles — and Why This Will Look Completely Different in a Few Months
AI is reshaping B2B creative—but it’s still stuck in old habits.
While tools like Midjourney, Runway, and ChatGPT have unlocked new ways to research, design, and produce visuals, most AI engines are still trained on massive libraries full of outdated corporate clichés—cold boardrooms, stiff handshakes, and generic “tech” backdrops. The result? Creative that misrepresents what modern B2B should look like.
The problem shows up everywhere—from warped text rendering to surreal, irrelevant imagery. A recent AI-generated “compliance risk” visual proves the point: unreadable type, flashy effects, and a sterile aesthetic that’s miles away from today’s brand storytelling.
Brands like Vanta, Asana, Revolut, Venminder, and Roots AI are redefining the look of B2B with approachable, design-forward creative. But until AI is trained on these modern examples, it will struggle to distinguish what’s fresh and effective from what’s outdated and overused.