Human before generated
AI may draft. A human with a stake in the relationship must dispose. The studio has to sound like two people in Malvern, not a content farm.
Direction
Creative vision is a gate, not a moodboard.
Direction is how I join brand, AI and web development so the studio’s output stays coherent after the excitement of a new tool wears off.
I do not write the engine. I decide whether the engine is allowed in the room. If a generated answer would embarrass a salon owner on a Saturday, it does not ship. If a page is technically fine but visually thin, it is not finished.
Direction is the brief the code has to live up to.
In practice that means sitting with engineering on structure, then owning the public-facing layer: photography, type, campaign language, social, and the way we talk about ownership, UK hosting and GDPR without sounding like a legal PDF.
How direction shapes output
One family of surfaces
WaveSites, WaveAI and WaveCheck share personality. People should recognise Tidalux from a single screen.
Senior in the room
If the work is senior, the conversation is senior. Direction includes what we refuse to oversell.
Working rules
- One sentence that survives homepage, LinkedIn and the first call
- Proof on the page before claims in the pitch
- AI honest about gaps, ready to hand over to a person
- Visual temperature set by real photography, not presets
- Ship only what we would want screenshot by a journalist