Creative direction & brand strategy
I shape brands,lead creative teams,and build AI systemsat scale.
Peter Sijtsma · Berlin
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Available for work
Creative Direction & Brand StrategySenior Designer·Peter SijtsmaBerlin, GermanyI shape brands,lead creative teams,and build AI systemsat scale.
Peter Sijtsma
Senior visual designer and design lead in Berlin.
Brand direction, campaign systems and governed AI workflows—built to ship, adapt and scale.
More about me01 · Case studies
Selected work.
02 · AI decision framework
Can AI do it? Yes.Should it? That depends.
I build workflows for repeat production and visual variation. I stop when generated output would replace the human truth.
USE AI01
When scale or variation is the problem.
Extend visual systems, create controlled variants and remove repeat production. Brand rules still decide what ships.
See stock transformed on-brandDO NOT USE AI02
When a real person is the proof.
Use real casting and photography when trust depends on identity, testimony or lived experience.
MY RULE
Automate production. Do not automate authenticity.
03 · How I work
From the idea to the system that ships.
I lead the concept, define the visual rules and build the tools that keep work consistent across channels and formats.
The work has to survive beyond the first launch.Teams need to use it, adapt it and scale it without starting over.
About my approach