Recent content in Luka Kopajtic on
AI promised us a better way to work and live. But 4 years since I first started using it, my excitement around it has worn off together with my optimism. To me, the benefits most of today’s AI use brings to the wellbeing of humans seem far offset by its harm. For the first time, AI-powered machines are killing humans autonomously and businesses are developing nuclear-powered datacenters.…
Leaders often think branding is finished once brand designers hand over their work. But the process has just started so the company can continue branding on its own: Every time they show up with something useful Every time they say something memorable Every time they make a person smile. The work of influencing a brand never stops. It’s a long path that you mostly navigate on your own. A…
A logo is a tool that reminds people of who you are. Your personal brand already has that. Your face. It ticks all the boxes of great logo design: It’s unique It’s memorable It stands out quickly It doesn’t change often Online, people mostly recognize you by your profile picture. It’s right next to every piece of your content they see. Every time you change that profile…
Design has an unfair advantage in sustainability. While so many people focus on solving issues, designers have the exclusive power to prevent them from appearing in the first place. A package designer can choose better materials before they get printed. If the packaging is compostable, there’s nothing left to recycle. A web designer can envision a more lightweight website before it gets…
Even if you didn’t cut corners at work this week, you definitely did on the way there. When you drifted onto grass to save time, you walked on a “desire path”. Not because you didn’t care about the grass, but because you cared about your time more. The designers didn’t. Those worn-out paths reveal their poor planning, not your disobedience. They show what the users…
Friends told me I need to share my work more. I think they meant results. But I think the process is just as important as the final outcome. Branding is an additive process. You start by adding new ideas, insights, concepts. But when we discover the key story we want to tell, I like to start removing, until we’re left with just the essential.
You can’t sell a simple service without a simple website. For my own, I started by sketching 1 page that leads to 1 offer with 1 price. With a transparent scope and price, founders can make a decision before my schedule is filled with intro calls. The website can filter out low-intent inquiries so I don’t have to. To go from a sketch to a website, I designed my sections on top of a…
I’m starting the year with a new experiment. I’m simplifying and productizing my business to save more time. The process: I will focus exclusively on brand strategy and identity while learning to say no to all other work. As AI is making authenticity more important, branding will bring my clients the most value, and my work the most meaning. The offer: I will sell my service like a…
Last year, my main goal was to earn more. This year, it is to work less. I think the best way to do that is with focus. Focus on the right people, the right skills, and the right work. Since reading and writing improve focus, I’m starting to do more of both. For reading, I just bought my first physical books since school. For writing, I just started a yearly email to all my friends and past…
You already have a brand. But to shape it, you need to know what it is. Forget the jargon about branding, positioning, messaging, and narratives. A brand is simply the sum of people’s feelings about you. One part of those feelings comes from the story people heard about you. This is what brand designers help you communicate. The other part is people’s real experiences with you and with…
It took me years to see that perfectionism is not always the reason why my work is great. It’s also the reason why it’s late. We’re taught at an early age that we should aim for perfection. If you study hard enough, you’ll get a perfect 10. 10 is better than 9 and 9 is better than 8. When that mindset turns into a work ethic, it makes people produce the best work of their life.
When you’re exploring a new place, it’s useful to know what it offers you - or at the very least, who is sharing it with you. I’m Luka, and I want to welcome you to my online home. I built it for writing, refining, and sharing my ideas. Some just fleeting thoughts, some, hopefully, bits of wisdom. Always challenging the default settings of everything - tools, methods, habits,…
Life is too short to put your ideas into writing. So don’t start writing. You don’t have enough time to start, let alone maintain a new habit. Don’t start writing. You’re interested in everything but an expert in nothing. Don’t start writing. Machines do it faster than you do, better than you ever will. Don’t start writing. You think your ideas are worth…
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This is the start of a public database of people and businesses that have a /made page for transparency about content authorship. What is a /made page and how does it help me? To be added, simply send an email with your website name, /made page URL, and write whether your website is personal or business. Add your /made page Website /made page Type 1 Luka Kopajtic lukakopajtic.com/made Personal 2 3…
How I make my content Everything I own Contact 3 ways to learn about me Timeline 1996 Started living 1996-2015 Learned a few things 2015 Started living on my own 2015 Started freelance designing 2017 Got my first diploma 2020 Got my second diploma 2020 Started eating only real food 2021 Started leading a creative team 2022 Started with Katja 2023 Stopped using personal social media 2023 Stopped…
Brand / Consistency You likely have a consistency problem. Your brand feels different to customers every time they see you. StoryStrategyIdentityTouchpointsPeople don'trecognize youBrandingWork that influences your brandBrandPeople's feelings about youStoryStrategyIdentityTouchpointsBrandingWork that influences your brandPeople don'trecognize youBrandPeople's feelings about you Some of your…
Only once you understand what a brand is, you can actively shape it with branding. This page simplifies that process. Brand: The sum of people’s feelings about you, based on all previous direct or indirect interactions they’ve had with you. Branding: The process of influencing a brand, started by brand designers and continued by founders. Brand story: A reason for your business to…
Brand / Identity You likely have a brand identity problem. Your look and feel doesn't match your actual quality. StoryStrategyIdentityTouchpointsPeople don'tsee your qualityBrandingWork that influences your brandBrandPeople's feelings about youStoryStrategyIdentityTouchpointsBrandingWork that influences your brandPeople don'tsee your qualityBrandPeople's feelings about you Some of your challenges…
What is your brand experiencing? Select your challenge to see the solution. 1. Customers don’t remember how we’re different 2. Clients compare us to cheaper alternatives 3. We have to educate people about our value 4. We constantly rewrite how we explain our offer 5. We blend in with our competition at first impression 6. We don’t look the same across channels Skip to see how to…
Brand / Messaging You likely have a messaging problem. Customers don’t quickly understand exactly how you help them. StoryStrategyIdentityTouchpointsPeople don'tunderstand youBrandingWork that influences your brandBrandPeople's feelings about youStoryStrategyIdentityTouchpointsBrandingWork that influences your brandPeople don'tdifferentiate youBrandPeople's feelings about you Some of your…
Brand / Positioning You likely have a positioning problem. Customers don't know how you're different from competitors, so they compare you on price. StoryStrategyIdentityTouchpointsPeople don'tsee you as differentBrandingWork that influences your brandBrandPeople's feelings about youStoryStrategyIdentityTouchpointsBrandingWork that influences your brandPeople don'tsee you as differentBrandPeople's…
Brand / Story You likely have a brand story problem. Your audience doesn’t truly care about you because they don't understand what you stand for. Story Strategy Identity Touchpoints People don't connect with you . Branding Work that influences your brand Brand People's feelings about you Story Strategy Identity Touchpoints Branding Work that influences your brand People don't connect with you…
Branding ROI in companies is consistently high, but one of the hardest things to measure. Unlike short-term linear metrics like clicks and conversions, the value of intangible assets like your brand don’t fit neatly into a spreadsheet. Because of that, branding is best understood through its outcomes, not isolated metrics: Internal results of branding include team alignment, stronger…
Reclaiming your independence and freedom by breaking free from big tech is easier than ever. Here is a simple list of top alternatives that you can start using today. Learn why it matters Threads X Threads (USA) is part of the Meta ecosystem that tracks and monetizes your personal data across platforms. Their algorithms amplify harmful content and disinformation to maximize user engagement and…
I want to create more and consume less. To stay accountable and keep only what’s needed, I list everything I own on this page. Choosing to buy less but more durable things keeps the price-per-use low and allows me to travel with everything, literally. Hardware that lasts Lenovo 14s yoga foldable computer YMDK Split 64 keyboard MX master 3 mouse Pixel 6a phone Rocketbook infinite writing paper…
On this page, I publicly declare how I make my content and how I use AI. My Human-made manifesto explains how and why you should do the same. My writing is 100% human-made All written text I output on this website and social platforms is made by my own human neural network and my hands - two very primitive tools that still seem to work. I let my brain do the thinking because I believe things that…
As generated content takes over our internet, it’s important to know which parts are human. What is a “Human-made” mark? It’s a simple notice that you add to your content, declaring that a human brain and hands made it. Copyright notice tells people that your work is protected. Organic label tells people that you grew your food organically. Human-made mark tells people that…
Rezervirano imaš mesto na naslednjem mesečnem srečanju. Datum prejmeš kmalu na email. Dobimo se tukaj, v Skupnosti za mlade Gerbičeva. Če imaš kakšno vprašanje, potrebuješ parkirišče ali pa želiš ta dan tudi coworkati, sporoči. Se vidimo kmalu!
Za 1 dan vsak mesec za povabljene odpiramo vrata privatnega coworkinga. Na casual networking dogodku izmenjamo svoje izzive, rešitve, orodja, in nasvete. Z učenjem iz napak drugih pospešujemo svoje projekte. Sledi chill druženje ob chill pijači, kjer se začnejo nova poznanstva in poslovne priložnosti. Za informacije o datumu in lokaciji se prijavi. Za vprašanja napiši. Imaš prijatelje, ki gradijo…
I’m a solo brand designer helping founders stand out through strategy and design. Now design.lukakopajtic.com - branding blueprint.now - systems Past MightyWorks - cofounder X8C agency - head of design TEDxLjubljana - head of design Fanfara conference - head of design Faculty Group - designer Bsmart agency - designer TV3 television - designer
Let’s stop being strangers. Message me about anything, anytime. It could be the start of a new project, idea, or friendship. Your name: Your email address: Message: Human? Write my first name you can see above. Send email
Want to learn how to stand out? I distill my most useful brand insights into 2 min monthly emails, without AI. Subscribe or unsubscribe any time. Get brand insights The best ideas go in your inbox. The rest is reposted on social platforms: LinkedIn: @lukakopajtic Medium: @lukakopajtic Substack: @lukakopajtic Twitter: @lukakopajtic Threads: @lukakopajtic Bluesky: @lukakopajtic.com
Living in Ljubljana, Slovenia Hunting for clients with actual value for the world Working out with a minimalistic 5x5 routine What is a “now page”?
You can check your inbox to see my pretty face. Inside, you’ll also find a free worksheet for finding your brand’s purpose. Once per month, you’ll get 1 branding insight I found the most valuable. Feel free to message me anytime. Thanks for your trust, - Luka