AI works best when it stays inside the canvas
Figma’s agent is moving from novelty to practical design collaboration: system-aware, context-rich and still open to human judgement.
AI-assisted creative workThe unglamorous work that keeps systems alive
Figma is positioning its agent as maintenance infrastructure for design systems: documentation, token checks, audits and cleanup.
Visual systemsA brand system can become campaign material
Figma’s Weave workflow demonstrates how design-system inputs can generate campaign collateral while preserving a recognisable visual language.
Brand systemsThe prototype is only the opening move
Figma’s product leadership argues that AI makes prototyping easier, but direction, differentiation and the final stretch remain the hard parts.
Product thinkingDesign tools are becoming creator marketplaces
Framer is combining AI website creation with a community layer for showcasing work, selling resources and building reputation.
Creator business
Websites now have to be legible to people and agents
Adobe and Heathrow are investing in a flagship web experience designed for consistent content, personalisation and AI-powered discovery.
Web and product building
A cultural identity with room to move
The Poetry Foundation’s Pentagram-led refresh expands colour, typography and motion while preserving a strong connection to its history.
Graphic and brand design
Sensory promise is a useful branding brief
JKR’s Tropical Smoothie Cafe refresh sharpens the palette, wordmark and symbol around a more expressive, sensory idea of the brand.
Creative directionHigher-ed brands need a listening layer
A recent Inside Higher Ed panel focuses on the gap between how institutions position themselves and how prospective students experience and describe them.
Higher education marketingCreativity is not a simple wellness superpower
A large longitudinal twin study offers a more nuanced view of the relationship between creativity and mental health.
Evidence-based creativity and wellness