Spent a week testing whether AI can actually handle a full brand identity. just sharing some findings.. where it held up... where it completely fell apart. etc

I run a lean design studio and kept seeing the "AI replaces designers" takes, so I figured I'd actually stress-test it instead of arguing about it. Honestly this is something I'd wanted to do for a while but never had the time; then someone reached out about a collab and I thought, perfect timing.

Built a complete brand for a markdown editor concept; logo, type system, color, mockups. Used the AI tool for the exploration and execution, then refined in Figma like I would on any real project.

Honest findings:

Where it helped: exploration speed. It threw out directions in minutes that would've taken me hours to sketch. Good for breaking creative block early.

Where it fell apart: anything needing real craft. Font work wasn't usable. Mockups needed heavy cleanup. It has no taste; it'll happily generate something generic and confident about it.

Biggest takeaway: it's a junior that works fast and never gets tired, but it still needs a senior eye directing every decision. The "replacement" narrative is overblown; the "useless" narrative is also wrong.

Made a full video walking through the process if anyone wants the detailed version, but happy to answer questions here too.