This project explored how AI can be integrated into the design process, using a fictional brand as a testing ground. I created Fraunces, a local artisan bakery based in Ghent, and used it for a full design process - from research to final visual output.

Rather than using AI as a shortcut for generating results, the focus was on working with it as an active collaborator. I put a big focus on staying critical throughout the process: questioning outputs, refining them and grounding decisions in real context instead of generic assumptions.

Research, for example, wasn’t taken at face value. Competitor analysis was based on actual websites rather than AI summaries, and personas were adjusted to reflect the local context of Ghent instead of relying on broad archetypes. Copywriting went through multiple iterations, pushing past predictable or overly polished phrasing towards something more specific and human.

On the design side, AI was used in a more iterative way - generating visual directions through styleboards, patterns, and assets that were then refined through feedback and adjustments.

I worked on the project end to end, including:

• research, competitor analysis, and defining user needs,
• developing personas and structuring the information architecture,
• designing key UX patterns and interactions,
• and creating a full visual identity and component system.

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