# @callumscreativeclub on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/Ddl07UtNPqC
- **Gondola URL:** https://gondola.cc/posts/71216594-callumscreativeclub-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/507021fdc6.jpg
- **Posted:** 2026-09-22T13:26:41.000+00:00
- **Account Owner:** Callum McHugh (@callumscreativeclub) — https://gondola.cc/callumscreativeclub

## Caption

A brand declined working with me, then a few months later I saw they used AI 🫨 So I thought why not show what they missed out on.

One thing I worry about with AI is the impact it’s going to have on the cheaper end of the design industry. The brands that might have previously hired a junior designer, freelancer or recent graduate to help with social posts, packaging or basic branding can now just turn to AI. 

The frustrating thing is, for some of them, it’s probably good enough for what they need. So where does that leave designers?

I don’t think the answer is pretending AI doesn’t exist. I think we need to show the value in what we actually bring to the table. The thinking, the taste, the experience, the ability to develop an idea and push it somewhere interesting. For this response to an AI branding project o lost out on, I wanted to show that by actually making something. I went with lino printing because I didn’t want to bore you with another oil pastel one just yet. It’s also been a while since I’ve done lino cutting, so I’m pleased to report that I still have all my fingers intact. Those tools are SHARP and wildly unpredictable.

Ironically, that’s kind of the point. I wanted to make something that involved actual hands, actual materials and a bit of human imperfection when AI results seem to look so squeaky clean. Not because everything needs to be handmade (I’ve said before I like AI when it’s used in the right hands and as a tool, not the end product), but because there’s something valuable in the process of making, experimenting, getting things wrong and making decisions along the way. AI can produce something that’s good enough, but I think our job as designers is to show why good enough isn’t always the goal…

#graphicdesign #branding #designtools #graphicart

## Stats

- **Views:** 1,969,433
- **Likes:** 3
- **Shares:** 0
- **Comments:** 1,997

## Tags

graphicart, designtools, branding, graphicdesign

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