Timileyin Faseyi on Brand Storytelling Through Visual Design & Generative AI

At Hugo, we’re all about disrupting traditional outsourcing models. This means we take an integrative approach that embraces new technology, combining tools like generative AI with human expertise to deliver the best solutions for our clients. Today, we’re talking to Timileyin Faseyi, our Design Team Lead, about how his work embodies these values.

Throughout the interview, Faseyi shares insights on crafting memorable, consistent brand experiences. He also offers practical insights on balancing creativity with brand strategy, discusses AI integration and generative AI outsourcing, and emphasizes storytelling and empathy as uniquely human strengths that are vital to guiding emerging tech.

Faseyi’s forward-thinking approach to design is guided by a core belief that the best designs aren’t just seen but felt – never losing sight of the ultimate purpose: creating meaningful connections between brands and their audiences.

Question: Let’s start with an introduction. Could you tell us about yourself? What’s your career trajectory been like?

Answer: I’m Timileyin Faseyi, a visual designer focusing on building delightful brand experiences. My creative journey began in fine arts, where I developed a strong foundation in traditional media. My lifelong dream was to be a comic artist, so transitioning into design felt natural – it felt like I was giving my art purpose and intention.

Over 6 years, I’ve had the privilege of shaping visual identities, designing for global and local audiences, and building systems that connect brands to their audience meaningfully as they scale. Currently, I lead the Design Team at Hugo.

How would you explain visual design? Is it different from graphic design?

On a basic level, they mean the same thing – graphic is another word for visual. To me, though, being a visual designer takes it a notch higher. It takes a broader approach to consider the audience and the overall look and feel of a brand, product, or project. In contrast, graphic designers often focus on specific deliverables like posters, logos, illustrations, etc.

How do you balance creative expression with brand strategy?

Brand strategy provides the framework for the “why” and “who” of the design, which allows me to think outside of the box but within the brief. It is easy to miss the mark while working on a creative project, but with strategy, it becomes guided, leading to higher-quality output.

What key elements make a visual brand memorable and effective?

Consistency and intention. Creating a memorable brand is really just telling your target audience the same thing in different ways. So, to stay relevant, you must be consistent, intentional, and committed to what you say and do; only then will the brand logo, posters, decks, social media, etc, remain relevant.

Are there any creative exercises or practices that help you stay innovative or refreshed?

Absolutely! I love stepping away from the screen and exploring traditional art methods – painting or sketching. It reconnects me to the tactile side of creativity and declutters my mind. I also make mood boards regularly, pulling inspiration from unrelated fields like architecture, cartoons, or fashion.

How does one develop an “eye” for design? Is it innate or learned?

It’s a bit of both – it comes from exposure. When you expose yourself to high-quality work, you begin to develop a taste for good design. You can even take it a step further by analyzing great design and asking yourself why it works. Practice observing details in everyday life, like how light hits objects or how color combinations appear in nature. The more you train yourself to notice, the sharper your eye becomes.

What separates good visual design from great visual design?

Good design gets the job done – it communicates the message clearly. Great design goes a step further; it connects emotionally, leaves a lasting impression, and often surprises in a delightful way. It’s not just functional; it’s inspiring.

In branding, there’s often very little middle ground – a piece of design either achieves its intended impact or doesn’t. How do you ensure your work is consistently effective?

Testing and feedback are essential. I present drafts to people outside the project to see if they interpret it as intended. Also, I constantly revisit the brand strategy – does the design align with the goals and culture? Lastly, I trust the iterative process. Rarely is the first idea the best; refining it ensures it reaches its full potential.

How might designers push past creative blocks?

Creative blocks are our brain telling us to rest, so take a break and do something unrelated to design – go for a walk, listen to music, or even clean your workspace. Sometimes inspiration strikes when you’re not forcing it (like when I’m doing the dishes). If that doesn’t work, revisit the problem from a different perspective; most problems can be fixed by just changing how we look at them.

How do you measure the success of a piece of design work beyond aesthetic appeal?

The ultimate measure is its impact. Did it resonate with the audience? Did it achieve its intended purpose, like increasing engagement or brand recognition? Metrics like user feedback, conversions, or social shares can be helpful, but the real success lies in whether the design supports the brand’s goals.

Walk us through how AI tools and generative AI outsourcing have been integrated into a designer’s daily workflow.

Initially, I was apprehensive. I soon realized, though, that on its own, AI can’t make the big design choices; that still requires human judgment. This changed how I saw AI tools, and it has become a part of my workflow ever since. For businesses building or refreshing their visual identity, a logo maker can also be a practical starting point for exploring creative concepts before refining them into a complete brand system. I use generative AI outsourcing tools to brainstorm, generate mood boards, and automate repetitive tasks.

Generative AI tools like Adobe Firefly or MidJourney provide quick iterations of ideas, allowing me to focus more on the creative and strategic aspects of design. AI tools have made me more of a curator of good visual assets, the more I combine them with my design knowledge.

What was the most surprising way generative AI has enhanced your design process?

The speed! AI has made it possible to visualize concepts in minutes that used to take hours. It’s like having an assistant who never runs out of energy or ideas. For example, I’ve used generative AI outsourcing to explore multiple variations of a concept, which helps refine the direction early on. Design agencies like Pentagram and Smith & Diction showed me how AI can enhance design processes.

Are there any design tasks you still prefer doing manually? Why?

Sketching. There’s something irreplaceable about putting pencil to paper—it’s raw and unfiltered. It also gets my creative engine running. Also, color selection and typography pairing often feel more intuitive when done manually. It’s where the soul of the design really comes through. Although I might ask ChatGPT to suggest colors or typefaces that could fit a particular feeling or idea, I decide whether to proceed with it.

What excites you most about the future of generative AI outsourcing in visual design?

The possibilities – AI is evolving from being just a tool to something more reliable. I’m excited about how it will push boundaries, enabling us to create designs that were once impossible due to time or technical constraints.

What aspects of visual design do you think will remain uniquely human even as AI tools advance?

Empathy and storytelling. While generative AI can replicate and iterate, it doesn’t truly understand human experiences – that’s a uniquely human thing. The ability to tell a story that resonates deeply with an audience will always be a human strength.

What advice would you give to young designers entering the field today? What skills should aspiring designers focus on developing?

Focus on storytelling – it’s the backbone of great design. Develop strong foundational skills in typography, layout, and color theory, but also embrace technology and stay curious about new tools. Most importantly, be open to feedback, collaborate, follow good designers and design agencies, and always design with the audience in mind. The best designs aren’t just seen; they’re felt.

Moving Beyond Traditional Outsourcing

As Faseyi demonstrates through his innovative design work, generative AI outsourcing tools can enhance productivity and assist human-led projects. By utilizing new technologies like AI, brands can improve their efficiency and free up in-house employees to focus on creativity and innovation. Outsourcing also delivers this key benefit.

At Hugo, we’ve partnered with companies across a variety of industries to help them outsource customer service, back office support, and other tasks. Discover how we can help your business and get started today.