To explain the concept of clarity through design, today we’re spotlighting long time partners Eighty2degrees, led by Ambica Prakash. The center of their approach is a simple idea: understanding the work first is what makes it possible to communicate it well. We sat down with Ambica to explore how that shows up in practice.

The term “AI fatigue” captures the very real exhaustion that comes with both creating and consuming AI-generated content. Marketers are burnt out from using it, and audiences are starting to reject it. If your goal is to grow your audience, build real connections, and earn trust, you can’t afford to sound like everyone else. Avoiding that outcome starts with being more intentional about how you use AI.

In the age of AI, internet user behavior has changed. People no longer rely on websites for information. Audiences get data from social posts, videos, and increasingly, AI-generated summaries. That’s why it’s time to revisit how your audience is discovering, learning about, and connecting with your brand and rethink your strategy to be up to the task.

A single post, comment, or news mention can influence brand reputation within minutes, placing communications teams under pressure to respond immediately. Without context and interpretation, a quick response can create confusion and unnecessarily escalate a situation. This is where informed decision-making becomes essential.

Standing out in a sea of brands trying to promote themselves online isn’t easy — but it’s not impossible. The brands that stand out most aren’t the loudest or the trendiest; they’re the ones that feel real. They’re clear on who they are, and it shows. A strong brand personality isn’t something forced. It’s refined over time.