I've been a little quieter on social media lately, but behind the scenes, there's been plenty happening!
I've been experimenting with AI (the automated kind), connecting my business tools, building custom systems and finding practical ways to reduce repetitive work.
From setting up AI connected "brand brains", to business automations to vibe coding client dashboards, I've been learning a LOT by actually building things.
To be clear, I'm still doing the thinking, strategy and creative work. AI is helping me handle more of the operational side of my businesses, giving me more time to focus on what I enjoy most.
I've also been busy building the next chapter of Brand Builders Alliance. Meanwhile, Adobe MAX has wrapped up, Black Friday deals are appearing everywhere, and I've extended the launch discount on JUST Serifβ’.
I've been rethinking how we help brand builders grow especially in this AI era. One thought keeps coming back to me and that is that we need more progress.
There's already more content, courses and tutorials than any of us could possibly consume.
What we need is clarity on what to focus on, the confidence to take action and the right people around us to help make it happen.
That's the thinking behind Brand Builders Alliance 3.0. Here's a sneak peek at what's coming:
π§ Clearer Growth Paths. Helping members identify where they are, what to work on next and how to make progress.
π€ The BBA AI Lab. A dedicated place to experiment with AI, build practical skills and improve how we work. (To be clear, this is not to take away the creative side of our process.)
π― More implementation. Practical workshops, accelerators and challenges to help turn learning into action.
π€ Stronger connections. More opportunities for feedback, accountability, collaboration and learning from each other.
π More personalised support. Better ways to connect members with relevant resources, coaching and practical next steps.
We're also simplifying the community experience, making it easier to find what you need.
The goal is to help you become a more capable, confident and valuable brand builder.
We're reviewing our membership structure and pricing as part of this next chapter too, with more details to share soon.
The more I experiment, the more interested I become in what happens when you connect AI tools to the rest of your business. Here's some of what I've been working on.
π Connecting my tools with MCPs
I've been experimenting with Model Context Protocol (MCP), which allows AI assistants to connect with tools and services I already use, including Gmail, Drive, Notion, Airtable, Kit and WordPress.
I can use AI to retrieve information, organise work, prepare drafts and carry out specific tasks. It's still early days, and not everything works perfectly, but I'm finding some useful applications.
And as a heads up, MCP is coming to Adobe products in 2027.
π§ Building "brand brains" for my businesses
I've been developing central knowledge systems for JUST Creative and Brand Builders Alliance. These bring together brand strategy, positioning, tone of voice, business operations, projects and decisions.
The idea is to give AI tools the right context without having to explain the business from scratch every time. I'm also working on automated ways to keep this information updated as the business evolves.
βοΈ Automating repetitive work
I've been building automations to help with inbox organisation, member workflows, research, follow-ups and other operational tasks.
For example, I've created an AI assisted 90 Day Action Planner for BBA members that takes their goals and challenges and develops a practical plan based on BBA resources, which I personally review before it's delivered.
The aim is to spend less time moving information around and more time helping people.
π» Vibe coding client dashboards
This one's been particularly fun. I've been experimenting with building custom applications using AI assisted coding, including a central client dashboard for JUST Creative.
I can describe what I need, iterate on the functionality, test the results and refine the experience without writing every line of code myself. It's opened up some interesting possibilities for managing client relationships and projects.
My role in all of this
I personally do the brand strategy, creative direction and design work. I'm asking the questions, challenging assumptions, developing concepts, designing identities and making the final calls.
As AI makes production easier, I believe our ability to think critically, understand people and make good creative decisions becomes even more valuable. I explored this further in my summit keynote: 5 Skills Every Designers Needs in the AI Era.
π€ Bringing these experiments into the BBA AI Lab
I'm also bringing what I'm learning into our new BBA AI Lab, where members can explore practical AI workflows, share their experiments and learn how to apply these tools to their own businesses.
Think real examples, behind-the-scenes breakdowns, useful resources and hands-on sessions covering everything from automations and brand brains to MCPs and custom tools.
The focus is on using AI to support better work while keeping human creativity, strategy and judgement at the centre.
Adobe MAX has wrapped up in Miami. I couldn't attend this year (four kids under eight!), but I've rounded up the 10 biggest announcements for designers, from AI assisted editing to more connected creative workflows.
My takeaway: original ideas, strategic thinking and creative judgement are key as production gets easier.
Is it just me, or does Black Friday start earlier every year?
The official date is November 27, but deals are already appearing across creative software, fonts, courses and design resources.
I'm updating our annual roundup as new offers are confirmed. Here are a few worth checking out.
π₯ Adobe Creative Cloud deals
Adobe offered 50% off Creative Cloud for the first year in both 2024 and 2025. Those are historical offers, and any 2026 discounts still need to be confirmed. I'll update the guide as details are announced but I imagine it will be quite similar.
I recently launched JUST Serifβ’, a new typeface designed to complement JUST Sans. It's been years in the making, and I've loved finally seeing it out in the world.
I've extended the 50% launch discount through November! Get the complete family, including seven weights and the variable font, for US$39.50 (usually US$79).
There's plenty happening as we head towards the end of 2026. I'm particularly excited about the next chapter of BBA, continuing my AI experiments and getting back to more of the strategic creative work I love.
What's the ONE thing you want to make meaningful progress on before 2027?
More clients? Better pricing? Stronger strategy skills? AI workflows? Something else?
Hit reply and let me know. I read your responses, and they help shape what I create and share.
Keep building!
Jacob Cass :: JustCreative.comβ 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 βtogether. β
β