Vicky Bullen on AI as a Creative Partner, Brand Consistency, and Why Typography Still Matters
Vicky Bullen sees AI as a creative partner that speeds ideation but still relies on human originality. She emphasizes brand consistency and the power of typography in memorable design.
The Drum Awards Judge of the Day: Coley Porter Bell’s Vicky Bullen on AI as a Creative Partner and Why Typography Still Matters
As The Drum Awards Festival highlights design excellence, Vicky Bullen, CEO of Coley Porter Bell and a seasoned branding expert, shares insights on the evolving role of AI, the importance of brand consistency, and the future of immersive identity.
Vicky Bullen, CEO Coley Porter Bell
With over 30 years in branding, Vicky Bullen has led Coley Porter Bell since 2005, steering major brands like LEGO, Boots, and Tesco through shifts in consumer mindset and brand strategy. She believes design is more crucial than ever as brand, digital, and experience blend together.
“AI is becoming a partner in creative processes,” Bullen says. It can expand ideation and speed up development, but it remains a partner. Humans still need to make the leap to truly original ideas. She also highlights how automation is evolving to offer brands greater adaptability and personalization.
Balancing agility with brand consistency requires respect for distinctive assets. “These assets trigger recognition and meaning,” she explains. Designers can adapt identities to stay relevant but must protect the core elements that keep a brand clear and understood.
Identity, Behavior, and Immersive Experiences
For brands aiming to express values and purpose, Bullen stresses that identity alone isn’t enough. “Visuals cannot do it alone. Every activation, partnership, and communication must serve your purpose. Otherwise, it’s just lipstick on a pig.”
Looking ahead, immersive experiences are set to grow, especially those inspired by gaming. “We increasingly seek environments that surround us. Brands will need to craft rich, sensory journeys where every detail reflects who they are.”
She also points out opportunities in simpler design elements. Typography and language carry immense power—they are instantly recognizable and defendable when executed well. Motion principles and sonic identities are often overlooked but can make brands more memorable and engaging.
Designers Who Will Lead
The designers who succeed will be those who direct creative technologies while pushing for distinctiveness. “There’s still too much copying. The best designers reject the expected and chase what’s unordinary.”
Her current challenge is less about tech and more about people. “Design today requires a mix of skills from diverse backgrounds. It’s hard to have all that in one team, so collaboration and partnerships are essential.”
Be Part of What’s Next at The Drum Awards
The Drum Awards Festival showcases the smartest and most effective work in design. Submit your best campaigns to be reviewed by leaders like Vicky Bullen and help shape what great design looks like in 2025. Submissions close September 4, 2025.
For creatives interested in enhancing skills with AI tools and creative technologies, explore Complete AI Training for courses on AI, automation, and more.
