Johan Herulin

AI Creative & Brand Design Lead

I craft bespoke design outcomes for private clients, brands and organisations — combining creative direction, strategic design thinking and AI-powered creative processes. My work is shaped through a hybrid approach, where human judgment, brand sensitivity and creative intuition meet the speed, flexibility and exploratory power of AI. The result is design that feels innovative, memorable, highly considered and finely crafted. Every project is approached with a strong focus on quality, detail and emotional impact — from early concept development to final execution.

My capabilities are best demonstrated through the delivery of the following creative services:

• AI Creative Direction & AI Design Processes

• Creative Direction & Art Direction

• Branding & Identity

• Typography & Editorial Design

• Illustration & Artwork

• UI/UX Design

• Print Processes

• AI-Generated Visuals, Motion & Content Development

• Exhibition Design

My creative approach — no matter the medium — is to search for the points of tension behind an idea. I explore several directions, test multiple iterations and refine the route that carries the strongest visual, emotional or intellectual charge. In my AI creative process, this exploration becomes faster, broader and more precise. AI allows me to generate, test and develop visual ideas, text, motion, sound and brand expressions at a higher pace — while keeping the strategic and creative decisions human-led. For me, tension is not about provocation for its own sake. It is a way to capture attention, create curiosity and make an audience want to look closer. It is about planting desire — the feeling that there is something more to discover.

Ultimately, my work is about creating memorable, emotional and intellectually driven design — shaped by human creativity, strengthened by AI and crafted with purpose.