#30. Why your brand and digital presence matter more than ever in the AI era
The world is shifting fast, and I admit that sometimes it feels like the ground is missing under my feet until I find something new to hold onto. And what I hold onto, every time, is the same thing: a strong understanding of my values and who I am as a designer.
This lesson goes back to my Master's in Brand and Communication Design, and it has guided me ever since. It's also what I now use with my clients: building brands that can evolve with time, rather than restarting from scratch with every new tool or trend.
Many times I've heard: "We don't have the budget (or time) for branding, we just want a landing page."
But the truth is, every landing page, every touchpoint, can carry the values and storytelling of your brand.
On Tuesday (September 16, 2025), in my Domestika Live session, I shared how I used this approach to create Vitaly Friedman's digital presence, through his personal branding, his course landing pages, and his website.
Platforms, technologies and tools will keep changing. But your values and story are what allow you to adapt, stay relevant, and stand apart without losing yourself.
My new live workshop: Story by Design
While preparing my slides for the Domestika Live Session, I realised there was far too much I couldn't fit in. So I decided to design a proper workshop that will start in January 2026.
Working my office in Hermoupolis, Syros. Starting the new year with great goals and purpose sets us up for outstanding achievements. Don't you think?
I designed this workshop, Story by Design, to be easy to follow, practical, and interactive, ensuring that every live encounter provides an important and actionable takeaway.
Laying the foundations (day 1)
On the first day we will work together on the core foundations of your brand: your values, your audience, and the unique selling points that set you apart. I'll share practical tools to help you identify the essential elements of your brand and the story you want to tell.
Making it visual (day 2)
The second day is about turning what feels abstract into something tangible. We will translate your brand strategy into your digital presence: choosing colours, typography, and imagery that align with the work from Day 1.
I will show you how colour can highlight different aspects of your brand, for example, how typography can express your personality, and why imagery and illustration must always serve a purpose.
Bringing it all toghether (mostly day 3 and 4)
The final two days are about consolidating your learning in real touchpoints. We'll explore which platforms and interactions are most relevant for you, based on your purpose, resolutions, and values.
Using my Sequel Formula, we will look at how to expand your brand (or your clients' brands) so that every new interaction builds a stronger relationship with your audience.
Throughout the workshop
I'll bring in examples from films and books to show how storytelling techniques translate into branding, as well as real cases from my own work, including the challenges and how I overcame them (or didn't and why).
There's also space for discussion outside lesson time: if you do your homework, you'll be able to share it in our Slack group, get immediate feedback, and test ideas with the rest of the cohort.
That way, you will always know whether you're on the right track.
The story you tell matters more than ever
AI is changing the way we work at a speed we have never seen before. Tools appear overnight, platforms evolve in weeks, and the skills we rely on today may look completely different tomorrow.
In this constant flux, what keeps you relevant isn’t the tool you use, it’s the story you tell.
An important lesson to learn: what keeps you relevant isn’t the tool you use, it’s the story you tell.
Your digital presence and brand are that story.
It is how people recognise you, connect with your values, and trust what you bring to the table. Without it, you risk blending into a sea of AI-generated content. With it, you have a foundation that allows you to adapt without losing yourself in the process.
That’s why building a digital presence through brand and storytelling is more important than ever. It is not just about showing up online, it is about showing up in a way that is human and memorable.
Join my Live Workshop: Story by Design!
In this brand-new live workshop, I look forward to sharing the techniques and experiences that have helped me stay relevant throughout my career and the same ones I use every day to keep my clients' brands alive.
Until the end of September: special price €150 (after that, €350).
If you're a student or have done one of my Domestika courses, you will always have access to the €150 price. Just email me your proof of enrollment or a Domestika certificate, and I will send you a discount code.