Journal
The journal.
Notes on creative direction, AI content and the craft of building brands that last by staying in motion.
The archiveGenesis: the archive of when I first got into AI
Midjourney was my introduction to AI — the first tool I picked up. I already knew how to art direct; what I hadn’t had was the medium to execute it myself. An open letter, and the whole archive from those first months, published with the prompts that made it.
Read the letter & enter the archive →
In conversationCecily Morris on Triolette
Three shapes, one trio, and a collection designed around how a woman actually wears jewellery. The third generation of a London diamond house on her debut collection, and the brand world built to carry it from Bond Street to the Gulf.
Read the interview →
Brand world buildingWhy most luxury AI content fails, and what world building fixes
The same tools that made one house look visionary made another look cheap. The difference was never the tool, it was whether there was a world behind it. Why fragrance is the sharpest test, and what a brand world is actually made of.
Read the piece →
Brand buildingLuxury branding for founders: building a brand that lasts
Most founders build the company first and the brand second. For luxury and premium businesses that order is backwards, here is how to build a premium brand with the taste and staying power to justify the price.
Read the guide →Personal brandPersonal branding for founders, HENRYs & UHNWIs
Opportunities come to the person now, not the CV. How to build a personal brand with taste: for founders, high earners and private individuals.
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AI & ContentWhy generated faces fail, and what fixes them
The skin is too even and the symmetry is too clean, so the face reads as nobody. Depth comes from the flaws, and the flaws have to be directed.
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AI & ContentPremium vs luxury: what actually separates them
Anyone can look expensive. That is the tip of the iceberg, and the easiest part to copy. What sits under the water.
Read →AI & ContentAI brand building: premium AI content, done right
AI can flood you with generic content, or let a small team produce a season of on-brand work in days. The difference is the system, not the tool.
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Website designLuxury website design: what makes a website feel premium
You can feel a premium website in two seconds, before reading a word. The principles behind luxury web design that reads as effortless.
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Logo & IdentityLogo design for luxury brands: anatomy of a timeless mark
The world’s most valuable logos have almost nothing in common, except none of them try too hard. What actually makes a luxury mark timeless.
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