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Frequently asked questions

Below are the questions I get most often about design, websites and working with AI. If yours is not there, ask it through the contact form.

Working with AI

  • Do you work with AI?
    Yes, although you will not see most of it in the design itself. I automate the work around it. Unfolding one design into every format, moving text and images between systems, getting files ready for print. I use generative AI as well, mostly for images. What comes out of it is raw material and still goes through my hands. The idea, the typography and the final judgement I do not automate.
  • What is left of you when AI joins in?
    Every choice you see in the work is one I made. AI hands you variants, and they are rarely good the way they come out. I choose, I crop, I set the typography and I throw most of it away. That is why I only automate what is the same every time. If a choice asks for taste, timing or context, I make it myself. Whoever hands over the work answers for it, and that is me.
  • Does my material go into an AI model?
    Not without you knowing. For text and images from an assignment I do not use free tools that are allowed to learn from what you put in. If you work with sensitive information, I would rather hear that at the start than halfway through. The tools I use are listed on About me.
  • Can my team carry on by themselves afterwards?
    For the small work you do not have to come back to me. I set up the workflow so colleagues without a design background make a social post, a newsletter or a presentation themselves. What they make stays within the brand identity. Colour, type size, white space and cropping are already fixed, so nothing has to be corrected afterwards. That only works because I have made those choices myself thousands of times.
  • Does the quality not drop once AI joins in?
    That can happen, and it is rarely the technology. It goes wrong where nobody is looking any more. Everything that comes out of an automated process I see before you do. That is the only thing that works, because a process does not judge its own output.

An assignment

  • What kind of assignments do you take on?
    I have a full time job as a design team lead and take on the occasional assignment alongside it. That is usually a logo, a brand identity, print work or a website. Long running projects do not fit alongside that. Send me your question and you hear straight away whether it fits.
  • How does an assignment go?
    I work to a fixed rhythm. First a proposal, then your feedback, then the updated version. Two rounds are usually enough. A flyer is done sooner than a brand identity, and the difference is mostly the number of rounds. So the lead time depends mostly on how fast you reply. If you give me a deadline, you hear straight away whether it is realistic.
  • What do you need from me to start?
    Not a ten page briefing. I want an answer to three things. Who is it for, what should someone do or think when they see it, and where does it end up. On paper, on a screen or both. If you already have a logo, an identity or images, send them along as the original files and not as a screenshot. If you are not sure yourself yet, that is the first thing we work out together.
  • Who owns the design once it is finished?
    You do. You get the files you need to work with, ready for print and for the web. The working files from Illustrator or Figma come with that, unless we agree otherwise. The one thing I want to be able to do is put the work in this portfolio. If that is not possible, tell me at the start.

Design and websites

  • What do you design?
    As a designer I can be put to work broadly. I have plenty of experience designing logos, brand identities, brochures, leaflets, annual reports, flyers, invitations, advertisements, newspapers, posters, packaging, business cards, websites and digital newsletters. In recent years work has been added that you cannot hang on a wall, namely the workflows this kind of design is made with. Photography, videography, animation and 3D modelling I do not do.
  • Do you also build what you design?
    For websites I do. I deliver the design and the working site, so nothing is lost in the handover. For print work I supply the file and you arrange the printing.
  • Which system do you build websites in?
    WordPress, and what goes on top of it depends on what the site has to do. For many sites an existing theme or a builder is the fastest route to something that works well. If the design asks for something that will not fit in there, I write the theme myself. This site was made that way, and of the two that takes the most time. You hear which way it goes before I start, and why. Texts, images and pages you manage yourself from then on.
  • What do I need to have myself for a website?
    A domain name and web hosting in your own name. And the content, so the texts and the images. That is almost always what delays a website. So start on it early.
  • Can I see more of your work?
    Everything I am allowed to show is in this portfolio. You can browse it by client and by program. If you are after something specific, the search at the top gets you there faster.