Brand Identity — 2025
Brand Strategy × Design Systems × AI
I'm a brand designer and strategist who uses AI to do more of the work that actually matters — and less of what doesn't. No magic, no shortcuts. Just better outcomes for your business.
About
After eight years leading design at agencies and in-house teams, I went independent to work differently. I pair craft with intelligence — using AI tools where they add real leverage, and human judgment everywhere it counts.
My clients are founders, product teams, and marketing leaders who want brand and design work that holds up. Clear thinking, strong execution, no fluff.
Services
Four focused services, each designed around delivering real outcomes — not just deliverables.
01 —
From positioning and narrative to the full visual system. I work with you to define what your brand stands for, then build the assets to express it — consistently, at every touchpoint.
02 —
A design system your team will actually use. Component libraries, documentation, and governance structures that scale with your product — and I use AI to keep them consistent and current.
03 —
I help design and marketing teams integrate AI tools sensibly — building repeatable processes for content, creative research, and production work that save time without sacrificing quality.
04 —
Sometimes you don't need a full project — you need an expert on call. Monthly retainer for design review, brand decisions, stakeholder presentations, and working through hard problems.
Brand Identity — 2025
Design System — 2024
AI Workflow — 2024
Clients say
"Paul doesn't just design — she thinks. She understood our positioning challenge better than our internal team did after three months. The rebrand landed exactly where we needed it."
"We cut our design review cycle by 40% using the workflow Paul built for us. The AI integration wasn't a gimmick — it genuinely changed how the team works."
"The design system Paul delivered is the first one our engineers have actually maintained. Clean, well-documented, and built with our real constraints in mind."
Let's work together
Tell me about your project. I take on a small number of clients at a time — so you get proper attention, not a production line.
Or reach me directly
hello@paulhartog.nl