We think of it as three pillars: AI, human, and brand. AI brings power and speed, the human brings taste, intuition, and problem-solving, and the brand provides the framework that keeps everything on-point and relevant. Without that balance, you either get work that’s technically impressive but soulless, or work that’s imaginative but not aligned... See more

Nick is focused on identity, not brand. Brand is much much more complex and so much harder to maintain. That said, I do think where what you said has merit, is that identity is a bit harder to pull off than interface. It requires some POV, some strong graphic design skill, and can't easily be pulled off beyond logo shapes by AI.

The brands that win in a more noetic future will be the ones with deeper POV’s that help guide us into the unknown. We desperately need a more revitalizing, bold and enchanting form of mythmaking.