Founders with serious headcount are "letting teams loose" on Claude.

A good thing, right? Embrace the future. Do it or get left behind. And so on.

But.

56% of CEOs say Claude clearly has huge potential. And that right now it's creating MORE work and confusion than before. (PwC, 2026.)

From a brand identity and design perspective, it can be a can of worms, and if you’re not careful, a weapon of brand destruction.

Hand a non-designer a tool that can "creatively originate" and you can already picture the output. I can. I've seen it.

At best, an approximation of a brand. At worst: decks art-directed by committee. Colours drifting. Fonts picked by nobody. Tone of voice with an identity crisis.

I've fed Claude the actual, comprehensive foundations of a brand a few times now. In some cases I’ve had to rebuild the foundations so they’re fit for purpose. The difference is night and day.

Genuine creative origination, the kind that’s any good, is not Claude’s forte.

But content, decks, proposals, reports… the stuff that needs to go out the door at scale and still feel consistently like one company? It plays ball. But only if you do.

A Claude licence gets your team access. It doesn't give them an operating system.

Small wonder that free-for-all adoption of AI is what makes leadership nervous and what makes the output inconsistent: not just what it says, but how it looks and sounds.

Through my work with the team at Pivotal (link to website in comments), this is the job.

Building a Source of Truth for every department in the business. Not just knowledge and standards, but tone, templates, the visual stuff that makes a brand recognisable at a glance.

This means insights and research, reporting, document generation – the repetitive, high-volume work that eats the most hours and the most margin – happen at scale, without the standard eroding. A juggernaut of win.

Design CAN be systemised but only once you’ve established the fundamentals and built the system. And good design is also the part that's most obvious when it's missing.

If you'd like to talk about getting Claude and your brand properly acquainted, you know where I am.