The Art of Branding Blog

Night Stories #3:

Jul 18, 2025

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by

Amy Van Aarle

in Night Stories

The lightness that I seek is whispered as a promise from my bed. Nighttime is where I’ll find the things I’ve lost.
Night Stories #2:

Jul 17, 2025

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by

Amy Van Aarle

in Night Stories

Sometimes, at the end of the day, the chair just can’t contain you. The book goes unread. The light is just a bit too bright. The energy inside you takes you to a place where nothing is quite settled.
You Don’t Have a Marketing Problem, You Have a Branding Void

Jul 17, 2025

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by

Amy Van Aarle

in Branding, Branding Fundamentals

Your campaigns aren’t landing. Your messages feel scattered. Different teams are pulling in different directions, each trying something new, making different promises. You’re pouring resources into marketing, but nothing quite sticks. How to Know If You’re Facing a Branding Void…
Night Stories #1:

Jul 15, 2025

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by

Amy Van Aarle

in Night Stories

Our beds wait for us, ready to wrap us up in warmth and comfort. A place to rest when all the world’s weariness and wanting gets to be just a bit too much. Night stories is a daily creative ritual…
How to Collaborate with AI as a Creative Director

Jul 13, 2025

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by

Amy Van Aarle

in Branding, Branding & AI

Flowers sprouted out of the stapler. Not because I asked for it, but because somewhere between my rambling thoughts about “delightful creative abandon” and Mae’s (my AI illustrator) interpretation of my vision, magic happened. This was collaboration at its most…
The AI-Amplified Brand Strategist

Jul 7, 2025

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by

Amy Van Aarle

in Brand Strategy, Branding

The best brand deck I ever created fits in a text file. No design flourishes. No gradient backgrounds. No carefully kerned typography. Just words, arranged simply, teaching an AI exactly what a brand stands for. This shift from a visual…