Lummi
Creative direction for one of the fastest-growing AI image platforms.
2023–2025Creative DirectorLummi
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Led product design and creative direction for Lummi — from the AI creation tools to the brand voice that made it unmistakable. Pixels with personality; brand images, no bland images.
Shipped
- AI image & video generation experience
- Creation tools: Reframe, Retouch, Add FX, Duotone, Match By
- Create Bar, Create Similar, creativity controls
- Search, collections, discovery & growth experiments
- Brand direction, landing pages & product launches
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Behind the work
Sketch
Brand explorations ran alongside product sprints — the voice was designed, not marketed.
Prototype
Creation tools tested with real prompts and real users, weekly.
The best AI products don't feel like AI products. They feel like play.
“He doesn't limit himself to a traditional product designer role, and working with someone who thinks so broadly is honestly a gift. When Sjoerd owns something, he catches all the tiny details most people don't even know exist.”