I've got a few updates to share this week, covering AI, podcast appearances, the Brand Builders Summit, JUST Serif, Pinky the book, and a brand strategy workshop we recently hosted inside Brand Builders Alliance. Enjoy!
Are designers cooked?
Are designers cooked? I unpacked this question on Josh Hall's Web Design Business podcast, where I share my thoughts on the future of designers in an AI world.
This conversation came off the back of my “graphic designers are cooked human” post that blew up on LinkedIn.
We discuss the new wave of AI tools, prototyping, what jobs are getting eroded, how to move upstream, and what beginners need to do now to be employable. You can listen to the episode here.
Also check out our other recent episode together: Are you a web designer or brand strategist? where Josh and I talk about titles, positioning, and our ever evolving role as creatives.
Founder Branding — New JUST Branding Podcast
On the topic of podcasts, we released a brand new JUST Branding Podcast with Amelia Sordell, the CEO of Klowt, on the topic of Founder Branding which is a must listen for anyone that wants to understand how personal visibility can drive trust and brand growth.
Because whether founders like it or not, people often trust people faster than they trust companies!
Speaker applications have closed and I am actively going through dozens of applications. Thank you to everyone who applied. It’s proving very tough to choose!
The coming soon page is now live, so you can get a glimpse into this year's branding which is all about the Ascent to Mastery.
You can also join the waitlist to get the first updates as speakers, sessions and details are announced.
We're also actively looking for sponsors, so if you'd like more info on that reply back now.
JUST Serif Font Update
(This is not JUST serif). It shows the anatomy of a typeface. Credits: Material.io
Finding a type designer to bring my vision of JUST Serif to life has been a laborious task, but I've finally found the one!
I am working with Russell Bean, Type Director at Type Associates, who coincidently lives just 30 minutes away from me. We've already met up and discussed the project in depth.
Russell is a typography veteran with nearly 55 years(!!) of hands-on lettering, typesetting and font design experience, spanning everything from award-winning type families to album covers for The Eagles, The Doors, Neil Young and Frank Zappa.
So yes, I'm in very good hands.
Now, let’s get a bit nerdy.
JUST Serif is planned as a contemporary serif companion to JUST Sans with the same sense of duality at its core — serious but friendly.
It will have a fashion editorial feel, drawing from the high contrast elegance of Didone typography while softening it with warmer curves, classical structure, sculpted flared serifs and distinctive terminals. The goal is a modern serif that feels refined and expressive, but still approachable and highly usable.
Creating the serif version is a ton more work than the sans, but I am really enjoying learning about the technicalities of type design and I am feeling confident that JUST Serif is gonna Stand The Flock Out! 🦩
If you haven’t downloaded JUST Sans yet, you can get it free here as a subscriber.
We Are Wild Ducks Meetup
I recently shared Melinda Livsey's quiz called We Are Wild Ducks. There is now a meet up happening on May 27 for the Asia/Pacific time zone.
Come hang out with me and Melinda, meet like minded creatives, find fresh inspiration, and explore where you’ve been, where you're heading, and what your career pattern might be telling you. RSVP here
Pinky, children’s book update
The Kickstarter page for my children’s book, Pinky, is ready to go, but I’m holding off until I can give the launch my full attention and give the project its best chance of getting funded.
Spotify dared to flair!
On the topic of Pinky, I must say congratulations to Spotify for Standing The Flock Out with their temporary disco ball icon.
They dared to flair and their little gimmick paid off. 🦩
A great reminder that your logo is not your brand.
PS. Lovable created a 'Discomorphism app' that turns your logo into a disco app icon. Bravo. 👏
Inside Brand Builders Alliance: How to Run a Brand Strategy Workshop
Brand Strategy Workshop Masterclass + My Kid's Flamingo Drawings
Brand Strategy Workshop Exercises (Click to view larger)
This week inside Brand Builders Alliance, we hosted a value packed masterclass on How to Run a Brand Strategy Workshop.
Our resident mentor, Gigi of One6Creative, walked members through her collaborative strategy framework and generously provided the workshop file, exercises and AI prompts for members to use.
If you want access to sessions like this, coaching, mentorship, practical resources, and a global community of brand builders, you can join the Brand Builders Alliance waitlist.
Here are 5 takeaways from the session you can use right away:
Swap long questionnaires for live strategy conversations. This one may seem like a no brainer, but instead of sending 50+ questions and hoping for gold, run a 90–120+ minute strategy call where you unpack the client’s origin story, vision, goals and challenges in real time. You’ll get better answers and build more trust.
Use “future headlines” to clarify the brand vision. Rather than asking, “Where do you want to be in 10 years?”, ask: “If a publication wrote about your brand 10 years from now, what would you want the headline to say?” This helps uncover their North Star and work backwards into milestones.
Make brand values visible. Values like “bold,” “inclusive” or “authentic” mean very little until they show up in behavior. For each value, ask: “What does this look like in practice for the customer?” No proof, no real value.
Use AI for synthesis, not strategy. AI can help summarize call notes, spot patterns and draft first pass positioning statements, but the thinking still needs to be yours. Use it to organize insight, not replace judgment.
Define who the brand should repel. Create an anti-persona by listing the traits, red flags and costs of your worst fit clients. Then check whether your copy, positioning and offers are attracting them or quietly keeping them away. A strong brand should filter, not just attract.
Thanks for following along with all the things!
Jacob
PS. Brand Builders Alliance is moving to an application based process meaning you will longer have to wait for when our doors are open to join. I am still setting that up behind the scenes, so for now, join our waitlist and you'll be first to know when applications open.
Jacob Cass :: JustCreative.com Branding Expert | Creative Mentor
BBA is the ultimate membership for brand builders. Get the support, guidance, and resources to master branding and grow a thriving creative business —together.
