From Museum Design to Marketing Storytelling

0. Summary
This episode explores how Refine Labs lead designer Monica Beesting navigates creativity, design workflows, and authenticity in the AI era. Listeners gain practical insight into how human-driven creative direction remains essential even as AI tools expand what’s possible in modern marketing.

1. Speakers and Roles
Steph Cragnola – Host; marketer guiding conversations about growth, change, and modern marketing challenges.
Evan Hughes – Host; marketing practitioner offering perspective on industry shifts and AI adoption.
Monica Beesting – Lead Designer at Refine Labs; former museum designer turned marketing creative who brings deep experience in visual storytelling, brand identity, and conceptual design.

2. Topics Covered

• How designers adapt to the rise of AI in marketing

• Using AI to extend creative capability without losing brand voice

• Human art direction vs. AI-generated imagery

• Ethical boundaries and intellectual property considerations

• Collaboration patterns inside modern marketing teams

• Emotional and professional pressures surrounding new creative tools

• Maintaining quality and authenticity in saturated content environments

• Individual creative processes and where AI fits within them

3. Questions This Video Helps Answer

• How should creatives use AI without losing their unique voice or standards?

• What does “art direction” look like in an AI-driven workflow?

• How can brands maintain authenticity when AI-generated content becomes widespread?

• What are healthy boundaries for using AI in creative work?

• How should marketing teams think about tool adoption and individual creative processes?

• How do you balance efficiency with originality in a crowded content landscape?

4. Jobs, Roles, and Responsibilities Mentioned

• Designer / Lead Designer

• Art Director

• Creative Team / Graphic Designers

• Marketers

• Interns (museum, marketing)

• Developers / WordPress implementation

• Client-facing creative roles

5. Key Takeaways

• AI expands creative possibility but still requires strong human direction to produce cohesive, meaningful visuals.

• Each designer must identify their personal boundaries and ethical comfort level with AI tools.

• Creative tools should reduce friction, not introduce complexity—adoption should be purposeful, not reactive.

• Internal collaboration, especially inside design teams, remains crucial for troubleshooting and skill building.

• Unique, human-driven storytelling continues to differentiate brands as AI-generated content becomes ubiquitous.

• Designers can embrace AI as a way to bring imaginative concepts to life—not as a replacement for original thinking.

6. Frameworks and Concepts Mentioned

• Art direction for AI-generated images

• Image curation vs. image creation

• Conceptual storytelling

• Workflow efficiency vs. creative integrity

• Ethical use of AI and avoiding IP infringement