AI Won’t Make You a Great Designer. Here’s What Will.

Throughout my design career, one theme has emerged time and time again: What does it take to be a great designer? Every few years, a shiny new tool or technology comes along, promising to revolutionize the creative process. Marketing leaders are quick to declare it the solution to all their problems, while more sensitive creatives are launched headfirst into an emotional tailspin. Right now, AI tools like Canva, MidJourney, and ChatGPT are stealing the spotlight. But here’s the real question: Will these tools alone make you a great designer?

Can Canva instantly whip up some eye-catching designs? I’ve seen it happen once or twice. Can MidJourney spit out full-blown campaigns in minutes? Sure can.  But will these tools deliver designs that make people stop, stare, and connect? It’s a roll of the dice—you might strike gold, but you can’t build a career on luck alone.

Here’s the reality: no tool, no matter how advanced, can replace the fundamentals of good design. AI is powerful, sure. Helpful? Yep. Efficient? Absolutely. Capable of commanding a cyborg assassin sent from the future to stop the unborn child destined to lead humanity in a war against machines…? Pretty sure we’re not quite there yet. But at the end of the day, it’s just a tool. Just like having the best kitchen equipment won’t make you a Michelin-star chef, AI won’t transform you into a world-class creative. The secret sauce is you—your intuition, your experience, and your passion for creating something inspired.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

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I’ve always said, I can teach someone how to use the tools, but I can’t teach them to be a great designer. That comes from mastering a few key fundamentals and being knowing why you are making every choice. And here’s the kicker: the most talented creatives aren’t following a checklist from some self-help book. They’re taking bold, confident steps that come from a deep understanding of the craft.

1. Truly understand your brand – Let me guess… your brand is “authentic” and “innovative.” No way, really? So is every other brand on the planet. That kind of branding? We in the biz call it “lazy” and “generic.” Your brand has to be more than a buzzword. If it’s not, better start polishing your resume, because that brand isn’t going anywhere. A successful brand needs to be unique and nuanced, like the most interesting person you know. If I asked you to describe them, would you say, “They have brown hair and do interesting things?” NO! While it may technically be true, that tells me nothing about why they’re compelling and gives me nothing to build off of. You’d probably mention how they have conversations effortlessly with anyone, love to travel, or never forget a face. These traits define them—and your brand’s no different. Want to stand out? Copying whatever Apple just did last week won’t cut it. Your brand has its own story to tell, so dig deep and find it—otherwise, no one else will.

2. Emotionally connect with your audience – Understanding your audience is important. But great creative doesn’t just check the box—it gets under the skin. It provokes a response. Like great art, powerful branding doesn’t blend into the background. It grabs attention, stirs emotion, and refuses to let go. Sure, ChatGPT can churn out content that scratches the surface, but surface-level isn’t where the magic happens. Sometimes, you’ve got to rattle a few cages, push a few buttons, and create something that makes people sit up and feel something. It’s not about pandering to what people expect—it’s about challenging what they think. True creativity doesn’t play it safe or follow a formula; it throws the formula out the window and delivers the unexpected. That’s how you stand out. And no AI can replicate the raw instinct, gut-level daring, and unapologetic humanity that only a creative mind can bring to the table. And no algorithm can replace the instinct, intuition, and boldness that only a human can bring to the creative process.

3. Creating something you love – If you think a design sucks, guess what? So will everyone else. And if a campaign feels boring to you, trust me—it’s boring. Designing for your audience is key, but being a tastemaker means taking big, bold swings—creating work that not only excites you but makes you a little nervous to show it off. If you’re not at least a little nervous, you’re probably playing it too safe. Here’s the trick: always design with intention, and trust your gut. Know what “success” looks like for the project, and make specific, purposeful choices that drive you toward that goal. When it’s time to present your work, don’t just show it—highlight those choices. You’d be surprised how much creative freedom you can earn when people trust your vision and see the thought behind your decisions. Push the envelope, and invite them to push it with you..

4. Pick your battles – Not all projects are created equal, and the secret to being a successful creative is knowing where to focus your energy. One common mistake, especially with newer creatives, is believing every single project has to shatter the mold and rewrite the design rulebook. It doesn’t! Brand guidelines and briefs exist for a reason, and sometimes the smartest move is to build on the groundwork that’s already been laid. Real talent isn’t about always pushing the envelope—it’s about knowing when to do it. Start by assessing the potential impact of each project. Prioritize the ones that actually move the needle—the ones where you can shape the brand or make a real emotional connection. For the less critical stuff? Streamline your process and knock it out quickly so you can save your energy for the work that really matters. And if you’re ever in doubt, just ask! Don’t be afraid to check with your manager or client before going all Picasso on a project where it won’t pay off.

Over the next several weeks, I’ll take a deeper dive into the tools that have become part of my workflow. I’ll explore their strengths, limitations, and how you can use your design intuition to guide AI, rather than handing over the keys and letting it drive. By effectively incorporating the right tools with your creative know-how, you can elevate your work with efficiency and authenticity. 

Stay tuned and reach out with any thoughts you have or topics you’d like for us to dive deeper into.