Hannah Peterson is Creative Director at Block Club, where she leads the design team and visual brand identity work for B2B tech clients. With a background in branding, advertising, design, and UX, she brings a rare range to the work: the strategic thinking to know what a brand should say and the craft to make it unmistakable on sight.

She has led visual identity work for companies like Alloy, Codat, and Airship, and her earlier work spans brands like Amazon, Meta, and Microsoft. Across all of it, she designs for two audiences at once: the end users who have to understand and trust the product and the business goals the brand has to serve. She has also built deep expertise in generative AI, exploring how to use it responsibly across the creative process without flattening the work it touches.

Hannah’s take on the moment: AI has made producing design faster than ever, which makes the judgment behind it more valuable, not less. Anyone can generate a logo or a moodboard, but deciding what a brand should look like, and why, is still a human call. The brands that stand out will use AI to explore more, not to settle for the average.