Creating a Brand Mascot with AI: An interview with Stef Hamerlinck

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In this raw and honest conversation, host Ian Paget scraps his original plan to delve into a deeply personal and highly relevant topic: the reality of balancing self-employment and new parenthood. Ian is joined by brand identity designer and strategist Danielle Clark, who is seven months into her journey as a new mother. Danielle shares her candid experience navigating the complex world of self-employed maternity pay, the physical and emotional toll of pregnancy and the postpartum period, and the surprising loss of professional confidence she experienced. Ian also opens up about his own challenging journey as a single, self-employed father. This episode is a must-listen for any entrepreneur, especially those in the creative industry, who are planning for or currently navigating the monumental shift of integrating family life with running a business.

In this conversation, Ian Paget and Stef Hamerlinck discuss the evolution of brand building, the integration of AI in branding, and the significance of mascots. Stef shares his journey from graphic design to brand strategy, emphasizing the role of AI in enhancing creativity and efficiency in brand marketing. They explore the process of creating mascots, the importance of character design, and how brands can leverage AI tools to generate engaging content. The discussion highlights the future of branding, where creativity and technology converge to create memorable brand experiences.

Hey Logo Geeks! It’s Ian Paget here for another podcast to help you make a living designing logos.Now today’s episode is going to be a little different from usual…There’s no guest, no interview - just me, chatting directly with you about something that’s really close to my heart. Something I’ve been thinking about for a long time now, and I’m finally ready to offer: one-to-one mentorship and consulting for designers.But before I dive into what that is and how it can help you, I want to give you a bit of context.Over the past 20 years of working in design, I’ve been incredibly fortunate. I’ve built a career I love, I’ve worked with amazing clients, and I’ve grown the Logo Geek brand into something that’s helped thousands of designers around the world.But I didn’t do it alone.I’ve had the help, support, and advice of so many generous people along the way... mentors, peers, even strangers on the internet—who offered guidance when I needed it most. And honestly, I wouldn’t be where I am today without them.That’s why I’ve always made it a personal mission to give back. I’ve done that through this podcast, the Logo Geek blog, the community on Facebook, replying to DMs, emails... you name it. And of course, I also wrote my book, Make a Living Designing Logos, to share everything I’ve learned about building a sustainable design career.And while I’ve loved every second of that, I know sometimes… a podcast episode, a blog post, or a quick answer in a Facebook group just isn’t enough.Sometimes what you really need is a real conversation. One-on-one time with someone who’s been through it, made the mistakes, figured things out, and can help you move forward with clarity and confidence.That’s what I want to offer now.Bringing back what I lovedA few of you might remember I previously launched a private designer community, originally called the Logo Geek Logo Club. It was such a joy to run. I especially loved the group video calls where I got to chat with members directly and offer feedback and support face to face.But, as much as I loved it, I had to make the hard decision to close it. I’ve got personal responsibilities... I'm a single dad to an amazing 6-year-old daughter—and I didn’t feel I could give the community the time and energy it truly deserved.Still, the thing I missed most from that time was the direct, personal support... those real conversations that made a difference. So I’ve been thinking about how to bring that back in a way that works for my life and also helps me cover my time financially.And I want to be completely honest with you…This isn’t about money. I’ve been helping designers for free for years, and I’ll continue to do so. But I know that some people genuinely want or need deeper support. And if I’m spending an hour helping someone, that’s an hour I’m not spending on client work or with my daughter.So this is simply about creating something sustainable, for me and for you.What I'm offeringI’m now opening up one-to-one mentorship and consulting sessions, specifically for designers who want to make a living from their craft.Here’s what it looks like:We’ll jump on a one-to-one video call, just you and meI’ll provide personalised advice and support based on your unique situationYou’ll get a recording of the session so you can rewatch it anytimeI’ll also follow up with notes and action steps to help you move forwardThis can cover anything you’re struggling with; design feedback, portfolio advice, landing a job, finding clients, dealing with tricky clients, or even launching your own podcast or building a brand around your name.Whether you’re just starting out or looking to grow and scale what you’ve already built, I’m here to help.Pricing and how to bookI want to make this as accessible as possible:You can book a one-hour session for £100Or, if you’re looking for ongoing support, you can get a block of ten sessions for £800, so £80 per sessionTo book, just email me directly at [email protected], and we’ll start the conversation. We’ll chat about what you need, and I’ll let you know if I think I can help.This is your time, dedicated, focused support to help you grow, gain confidence, and make progress.Final thoughtsLook, I know how overwhelming this industry can be. I’ve been there. I’ve doubted myself, I’ve taken on nightmare clients, I’ve undercharged, and I’ve made all the mistakes you can think of. But I’ve also built a business I’m proud of, with a steady flow of great clients, and a brand that opens doors.And if I can help you do the same, even in a small way, I’d be honoured.So if you’re ready to take the next step, reach out. Again, my email is [email protected] you, as always, for listening, and for being part of the Logo Geek community. I’ll be back soon with more episodes to help you thrive as a logo designer.Take care, and speak soon.