Since studying at Glasgow School of Art, I've witnessed enormous changes in design.
Tools that once took years to master are evolving into AI systems that generate designs from a simple prompt.
Adobe MAX in Miami showed me just how quickly things are moving.
I started building Well–Crafted while running ALStudio, where we also hosted creative workshops for companies introducing teams to lino cutting, type design and bookbinding.
What I loved (and still love) most about hosting analogue craft workshops is watching people light up over something new. Although my design studio and Well–Crafted are two different businesses, they're rooted in creativity, process and making something. Stepping into the world of digital innovation at Adobe MAX in Miami was fascinating.
America's appetite for GROWTH is both exciting and overwhelming, and the pace of AI development is extraordinary.
The most valuable part? The people.
I met creatives from around the world, including Scottish artist Nikki McWilliams, whose playful biscuit-inspired creations celebrate the joy of making. I’ve been chatting with Katy from Creative Boom for ages but not yet met her IRL, and that was special. Funny how it takes you a conference in another country hundreds of miles away, with something in common to actually connect in person. There were sooooo many more, and a huge thanks to Jason for encouraging me to start a YouTube channel (brace yourself).
Everyone’s perspectives inspired me, as well as enjoying the delicious food, being invited to dinners, testing all the new tools and listening to the talks.
I got roasted by Chris Do, who gave me advice on how to build Well–Crafted and saw talks by Jonathan Anderson, Siobhán Maroney amongst many others who shared their pearls of wisdom, and new advancements in Adobe products. There was also opportunity to take a test on your knowledge of Adobe Express’ and I’m now an Adobe Certified Professional in Content Creation and Marketing, from Adobe! Yey to 100% passing the design module, wooo!
The main takeaway from all this is how human connection is fundamental to creativity. Technology helps us communicate, but nothing replaces being together, sharing ideas and making things with our hands.
the tools save us time!
Not everyone at MAX was enthusiastic about AI. People were refreshingly candid about their concerns, from the future of creative jobs to the environmental impact of data centres, particularly their water and energy consumption. I share those concerns. AI is advancing at extraordinary speed, and while we may not stop its momentum, we can question how it's developed and choose how we use it.
For example, the new AI Assistant allows you to generate designs through prompts, then refine them manually. That creative control is essential.
As a designer, I care about typography, composition and the details that make work distinctive. Adobe Express combines AI efficiency with human judgement, while Brand Kits and resizing tools help streamline repetitive tasks. For Well–Crafted, that means less time producing marketing materials and more time creating meaningful experiences.
Why analogue creativity matters more than ever
I believe analogue and digital creativity can complement one another.
At our workshops, people step away from screens to paint, weave or work with clay. They slow down, concentrate, laugh and connect.
As technology accelerates, we'll need these experiences more than ever.
Am I optimistic about AI?
More than before MAX.
I can see how technology might reduce repetitive work, make design more accessible and give small businesses more time to focus on what matters.
The question isn't just what AI can create, but what we choose to do with the time it saves us.
What I've gained as an Adobe Express Ambassador
Joining Adobe's ambassador community has introduced me to thousands of fellow creatives, both online and at events.
Through training, shared experiences and conversations with successful creators, I've gained valuable insights into marketing, business growth, content creation and the changing world of technology. In my first ten months, I've developed new business strategies, improved our communications and increased revenue. I've also made connections with organisations including Pinterest and Kindred, leading to new workshop opportunities. Above all, the community has been a place to experiment, learn from others and build lasting relationships.
What’s so good about it?
It's accessible. You don't need to be a professional graphic designer to create something that looks polished. Adobe Express makes design more approachable for small businesses, entrepreneurs and anyone with a creative idea.
The new AI Assistant is a game-changer. You can describe what you'd like to create, generate a starting point and refine it through simple prompts. And importantly, you can still take control and adjust the design manually.
It saves an enormous amount of time. From resizing social media graphics to creating multiple versions of the same design, Adobe Express helps reduce repetitive tasks. As someone running two businesses, that's valuable.
Brand consistency becomes easier. Brand Kits allow you to keep logos, fonts and colours in one place, making it simpler to produce content that’s recognisable.
Everything is in one place. Create social media posts, presentations, videos, flyers and promotional materials without constantly switching between applications.
It makes collaboration easier. Sharing templates and working with others means your team can create without everything having to come back to you for adjustments.
It doesn't replace creativity. AI can help with the repetitive work, but the ideas, judgement and personality behind good design still come from people.
what’s new in Adobe Creative Cloud:
Adobe introduces tools designed to help us all move more quickly from an initial idea to a finished piece of work.
For someone like me, who runs a design studio alongside Well–Crafted, anything that streamlines repetitive production tasks, it’s absolute gold.
The interesting question is how we use that saved time to make our work more thoughtful, original and human.
Explore the latest Creative Cloud innovations.
It’s also expanding its AI-powered creative tools through Firefly and its Creative Agent capabilities, so, I'm approaching them with a mixture of curiosity, excitement and healthy scepticism. I want to understand what they can do, where they add value and where human creative judgement remains essential.
One of the most valuable resources from the conference is the opportunity to revisit sessions and hear directly from the people working at the forefront of design and technology.
Adobe has made sessions available to watch on demand, with options to explore different creative disciplines, products, technical levels and AI-related topics.
Whether you're an experienced designer, a student or someone running a creative business, there's plenty to learn.
What can you use Adobe express for?
Instagram posts, Reels, Stories, LinkedIn graphics and Pinterest content using editable templates.
Build Brand Kits with your colours, fonts and logos, helping maintain consistency across your communications.
Use the AI Assistant to generate ideas, explore layouts and develop designs before refining them yourself.
Create and edit short-form videos, add captions, incorporate music and produce content for different platforms.
Design flyers, brochures, invitations, presentations and other materials for your business.
Adapt one design for multiple formats without having to rebuild everything from scratch.Continuing the inspiration beyond Adobe MAX
What I'll be taking forward
The future of creativity is what people do with it, and what we create together.
I left Adobe MAX inspired, slightly overwhelmed and grateful for the people I'd met.
With more than 200 speakers sharing their expertise, there was an extraordinary amount to absorb. I’ve now set up calls with other creators who I can learn from (stay tuned for our YouTube channel!) and more innovative reels thanks to cracking Firefly. I came away from Max feeling that keeping up with technology isn't necessarily about embracing every new development, but it’s about combining the possibilities of digital technology with the irreplaceable value of human creativity and connection. If AI can help me spend less time resizing graphics, removing pixels and more time working with artists, developing ideas and bringing people together through Well–Crafted, it’s something worth exploring.
It’s free for a basic plan – download here.
Thank you to Adobe Express for the invitation and for introducing me to such a wonderful creative community!
However sophisticated our tools become, I hope we never lose the joy of making something ourselves.
Alexandra Lunn is a London-based designer, creative director and founder of Alexandra Lunn Studio and Well–Crafted.
Disclosure: I attended Adobe MAX as an Adobe Express Ambassador. These are my personal experiences and opinions!
