Today anyone can get a correct brand. AI made good enough instant, and honestly, correct was never the goal.
What I look for is the part AI can't generate: the reason someone picks you over everyone else. I find it, sharpen it, and build a brand around it. The tools got fast. The thinking is still slow, and that's the part I love.
I don't answer it as a designer. I answer it as your customer, then design my way back.
I design brands. My work spans Argentina, Canada, the U.S. and Spain, and I recently finished an MA in Branding at ELISAVA, Barcelona.
Analytical head, heart-led decisions. I explore a lot of paths before I commit to one, but once I commit, I'm all in.
My favourite part comes before the design: talking with people, understanding them, taking apart what it is they really want.
Your turn: