Chronicles is a repository of articles, client projects, creative musings and products. All content is copyrighted by MKN Design. Reproduction without express written consent is prohibited. To license a specific illustration or design, please contact me via email.

 

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The Soul in the System

Article
Words & Photo Credit: Tommy Allen from Rapid Growth
July 23, 2025

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The Soul in the System:
Michael Nÿkamp on creativity, AI, and the future of design

When designer Michael Nÿkamp considers his many years in the field, he offers more than just a list of accomplishments; he shares profound insights into human nature and creativity. In a world swiftly reshaped by artificial intelligence, his reflections serve as both a foundation and a call to action. 

Nÿkamp openly acknowledges the tension: AI is rapidly transforming all aspects of life. However, instead of sensational reactions, the perspective of this seasoned design professional is thoughtful and nuanced. He encourages us to participate in a dialogue rather than deliver a final judgment. In short, sometimes we need to sit with something before we can respond to it. 

“AI can replicate style,” Nÿkamp shared, “but it can’t replicate soul.”

And that soul, he argues, is the designer’s responsibility to protect—especially now.

Where Imagination Begins
Like many lifelong creatives, Nÿkamp’s journey started with crayons and curiosity. “As a kid, you draw just to draw,” he says. “There’s no right or wrong—just experimentation, just imagination.”

That experimentation continues to shape his approach today. Whether he’s developing creative strategies, designing, illustrating, or crafting brand identities, Nÿkamp depends on the intuitive play developed through years of hands-on, analog experimentation. He even encourages giving kids access to basic, tactile tools – such as paper, pencils, and crayons – not necessarily as a career pathway, but to foster critical thinking.

Nÿkamp consistently underscored this idea: when we allow children to make freely, they learn how to think freely. That flexibility, he believes, will be essential in an AI-driven world.

Tools are not the Threat—Disconnection is
Today, many run around like Chicken Little proclaiming that the sky is falling when discussing AI replacing designers, but Nÿkamp sees it as about relationship, not replacement. He says AI can assist designers – for example, using Photoshop presets for tasks like replacing a background fill or refining language in client materials with ChatGPT – but he knows its limits.

“Because I’m an experienced (and hopefully wiser) designer, I’m showing up with more than just technical skills,” he says. “Those foundational skills still matter in an AI-driven world.”

He perceives the real danger not in the tools themselves but in the temptation to bypass human connection completely. To Nÿkamp, when design turns purely transactional, we forgo not only nuance and empathy but also the chance to create something genuinely meaningful.

A Familiar Model: AI as the new Junior Designer
Nÿkamp reflects on his early experience in the design industry, where he worked under an experienced art director. As a junior designer, his role involved executing ideas from his senior, making quick iterations, and absorbing knowledge through this creation process, which is common within many industries. 

Over time, through repeated exposure and practice, he developed the ability to think like a director: strategically, systematically, and empathetically.

“As a junior designer, I had to do a lot of things. I was the hands of the art director,” he says. “And you learn through that process. You hate it—but your own ideas come out through it.”

From this perspective, he sees AI not as a replacement but more as a willing intern or assistant. It can adhere to instructions and produce initial ideas, yet it still needs guidance, judgment, and oversight.

“You still need someone to direct that no matter what,” he emphasized. “Creativity, imagination, and those wow moments where things connect—that’s still ours to do.”

Sensitivity, Strategy, and the Soul of Design
Nÿkamp repeatedly returned to one word: sensitivity. Whether he is interpreting client cues or reflecting on his own emotional experiences, his work is driven by a profound attentiveness to the individuals at the other end of the communication.

“When you are designing something, you are being sensitive to the people that you’re creating for,” he says. “Sometimes it’s not even for others—sometimes it’s for yourself.”

He believes that the true worth of design is in the emotional experience it evokes, not just the visual appearance. While AI can replicate shapes and tone, it cannot derive inspiration from real-life experiences such as heartbreak, joy, or the depth of long-term collaboration.

Michigan as creative soil
Nÿkamp, based in Michigan, has observed the state’s transition from a manufacturing power to a subtle yet influential design center. However, he is concerned that the focus on marketable skills such as user experience and user interface might cause us to overlook something more fundamental.

“We’ve kind of lost the soul of what painting is, or what design is, from pure expression,” he says. “It feels like a production line.”

He champions the conservation of fundamental, analog techniques in design education—like sketching, storytelling, and manual work. These are more than just nostalgic practices; they are essential tools for cultivating voice, vision, and conceptual clarity.

Designing for a World in Transition
We’ve been interacting with AI for a longer time than many realize – through Google autocomplete, Grammarly suggestions, and spam filters, all examples of this evolving tech. However, what’s changed now is the speed and breadth of AI's development. For Michael Nÿkamp, this signals that creatives must now take time to reflect, adapt, and lead the way.

“Designers need to keep asking better, deeper questions,” he says. “That’s how you build work that resonates on a real level.”

His final call is not to turn away from technology but to infuse it with more human touch, embracing what he refers to as the “wandering” that fuels creative expression. After all, ideas don’t always come instantly; they require space, questions, and connection with people.

A Story We’re Still Writing
Michael Nÿkamp doesn’t provide simple solutions, but he clarifies that design will persist because people will, too. Tools may evolve, and the speed of change will quicken. However, the fundamental needs to connect, to move, and to imagine remain as essential as before.

This serves as a reminder that we have always depended on tools to support our thinking. Like any effective collaboration, the outcome varies based on who holds the pencil and their intentions.

Photos provided by Tommy Allen and Michael Nÿkamp of MKN Design. Please visit his website for more examples of his work.

  • Tommy Allen, a Communications Major from Calvin University, is a founding member of Rapid Growth and the innovative placemaker behind the "no topic off-limits" weekly G-Sync column as well as the author of more than 2,500 stories on the Greater Grand Rapids art scene from 2008 until March 2020.

    Link to Article on Rapid Growth



Chronicles is a repository of articles, client projects, creative musings and products. All content is copyrighted by MKN Design. Reproduction without express written consent is prohibited. To license a specific illustration or design, please contact me via email.

 

Use the search function to view specific project type or the use the Chronicles dropdown to search by group.


5 Principles Behind the Process

Article
July 2025

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5 Principles Behind the Process
I’ve been asked many times, “What sets you apart from other independent designers, and what value or innovative approach do you bring beyond just delivering the design that’s been asked for?”

Honestly, nothing out of the ordinary. Sure, great visuals matter (and yes, I can deliver those). But what makes the difference is the climb—step by step, together. Think of the process like climbing a ladder. We don’t jump to the top—we start on the first rung. That means taking time to learn about your goals, your team (if that’s helpful), and most importantly the people you serve. It’s a deliberate pace, often uncertain at first, but always intentional. Each step reveals more clarity—what drives your organization, what sets you apart, and what resonates deeply with your audience. As we climb, we begin shaping thoughtful, creative solutions (don’t worry, I’ll handle most of it), but we’re in it together—grounded in insight, purpose, and meaning. With each rung, brings greater clarity, and your brand becomes more defined, more authentic, and more connected. By the time we reach the top, we’re not focused on the climb we had—we’re standing on something solid, looking out over what we’ve built: a brand foundation that’s steady, strategic, and ready for the long haul.

That foundation I mentioned, it was built on these guiding principles:

Design Happens Together:
Just because you aren’t the designer doesn’t mean you aren’t an integral part of the process. Great challenges are tackled—and great solutions are found—together.

Approached with Thoughtfulness:
The best design taps into something deeper. It considers all angles. All people. All possibilities. It takes time, and it should. Because a thoughtful approach leads to a valuable outcome. ­­

Design with Intention:
At the end of the day, you need results. You need a design to work hard. To make people think. Or laugh. Or buy. Whatever your need, we’ll work hard to make it happen.

Acumen Equals Impact:
You can’t fake experience. It takes years of practice and dedication, mistakes, and successes. Plenty of designers can make something. It takes experience to make ­­something worth investing in.

Crafted to Compel:
From a common understanding, we’ll create meaning and magic. It’s not easy. It takes time. It’s a process, and some-times it’s messy. But it’s always beautiful and useful in the end.

  • This article builds on a previous piece where I shared the foundational experiences that shaped how I think, collaborate, and design with purpose.

    Foundations of My Design Practice


Riot Games Iconography System




Michael played a key role in developing a strategic and refined iconography library for Riot Games. His leadership and guidance across both Monotype and Riot Games ensured seamless collaboration, aligning visual identity with brand goals through a thoughtful and systematic approach. His ability to solve complex design challenges while maintaining a keen attention to detail made a significant impact on the project’s success. Reliable, communicative, and always exceeding expectations.

Robert Ignasiak
Product & Interaction Lead, Riot Games


Client Project
February 2025

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Riot Games Iconography System
I recently completed this 6 month iconography system project for Riot Games in collaboration with Monotype, who brought me on as a co-lead and specialist in visual icon systems. My role centered on guiding, developing, and establishing standards that shaped a comprehensive toolkit of pixel-perfect icons, capturing the bold and playful spirit of Riot Games while supporting their expanding product ecosystem.

Our goal was to create an iconography system of 350+ icons that seamlessly scaled across three sizes—16, 24, and 32 pixels—while staying true to Riot Games' brand identity. With “Player Experience First” as Riot’s core message, it was crucial to create a custom, scalable, and unified iconography system that not only enhanced the user experience and strengthened their brand’s visual language but also ensured consistency across all Riot products.

This iconography system serves as a sustainable and sound foundation for developing future icons that align with Riot’s brand.

  • + Iconography Design System

  • + Co-leadership
    + Creative Direction
    + Iconography System Rules
    + Research
    + Sketching & Ideation
    + Illustration

  • This project was a collaborative effort, bringing together expert partners from Monotype, Riot Games, and MKN Design to lead the creative direction and co-develop the iconography design alongside Monotype.

    Core Team:
    Robert Ignasiak – Riot Games
    Sascha Leifer King – Riot Games
    Junho Kim – Riot Games
    Terrance Weinzierl – Monotype
    Jorden Bell – Monotype
    Michael Nÿkamp - MKN Design
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    Thank you to the entire team for their dedication and effort in bringing this extensive set to life and helping create a remarkable icon system.
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    Note: All images used in this post are licensed through Riot Games.


Action Surge!


Creative Musing + Product
December 2024

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Action Surge!
I’m not done yet! Not familiar with this term? Well, let me enlighten you. It’s a D&D reference where a fighter pushes themselves beyond their limits to do twice as much in one turn… because clearly, we needed even more ways to drag out combat ; )

Action Surge typeface is Kaneda Gothic designed by Ryoichi Tsunekawa from Dharma Type.

  • Action Surge graphic tee is available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note: All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.Description text goes here


Googly Eyed Philosophers


Creative Musing + Product
December 2024

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Googly Eyed Philosophers
Some design fun with old lithographs, goggly eyes, and 3 philosophers.


Quotes from Aristotle, Plato, and Socrates.

“Educating the mind without educating the heart is no education at all.” – Aristotle
“When men speak ill of thee, live so as nobody may believe them.” – Plato
“All I Know Is That I Know Nothing.” – Socrates

  • Aristotle, Plato, and Socrates graphic tees are available for purchase on Cotton Bureau. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:
     All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.


Visser Automotive


Creative Musing
January 2024

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Visser Automotive
This logo development was an design exercise for my brother-in-laws automotive repair shop in Waterford, Ontario, Canada. I paired the mark with the typeface Sneaker designed by Neil Summerour from Positype.

 

January Series, Brand Strategy Messaging


Client Project
January 2024

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January Series, Brand Strategy Messaging
For nearly 40 years, the January Series has inspired and informed audiences from diverse backgrounds. This free, 10-day event features a lineup of brilliant speakers, captivating topics, and thought-provoking discussions. Prominent academics, educators, artists, activists, and other experts deliver engaging lectures on a range of timely issues. Attendees can participate in person at Calvin University in Grand Rapids, Michigan, or access the series online from anywhere in the world, both live and on-demand throughout the year.

Together with freelance copywriter Adam Barr, I guided the January Series in aligning their vision with cohesive brand messaging. Through in-depth stakeholder interviews, we distilled key insights to establish a solid foundation, shaping the brand’s tone and defining its voice. As we progressed, we posed additional thoughtful questions and refined messaging through an iterative approach, resulting in comprehensive guidelines. These guidelines will support the brand in navigating, cultivating, and communicating a unified voice across all touchpoints, fostering a coherent connection with audiences, communities, and potential attendees.

  • + Brand Strategy
    + Copywriting
    + Tone of Voice

  • + Team Leadership
    + Creative Direction
    + Qualitative & Research
    + Project Management
    + User Interviews
    + Copywriting
    + Brand Messaging

  • This project was a joint endeavor with Adam Barr, freelance copywriter.


Flagship


Creative Musing
December 2023

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Flagship
Wordmark for Flagship. The typeface I used is Good Headline designed by Łukasz Dziedzic from FontFont.

 

Holiday Stroll


Creative Musing + Product
October 2023

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Holiday Stroll
Happy Holidays! Wishing you all a wonderful holiday season.

  • Holiday Stroll is currently unavailable for purchase. Please check back after Thanksgiving 2024. Check out more graphic tees on my Cotton Bureau profile page.

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    Note:
    All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.


Amazon, After Hour Hero


Article + Creative Musing
October 2023

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Amazon, After Hour Hero
A conceptual advertisement concept I created for Amazon spotlighting their dedicated drivers and their commitment to after-hour deliveries. The visual emphasis is the delivery truck’s distinctive look and warm glow from its front lights, serving as a friendly delivery beacon. The copy establishes a personal connection with the reader, emphasizing Amazon's dedication to timely and reliable service, even if it’s after hours.

 

Crayola Crayons


Creative Musing + Product
September 2023

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Crayola Crayons
During my childhood, one of the highlights preparing for the first day of school was going school shopping and selecting a brand new box of crayons. I recall carefully unwrapping the box, ensuring not to tear the packaging and being greeted by its unique waxy scent. These illustrated posters are a tribute to this moment and to all who remember the scent and the joy of creating coloring masterpieces. The left poster is a 24 pack of Crayola Crayons with a Walmart price tag and the right poster is the unboxed pack of Crayola Crayons.

  • Unfortunately, I was unable to obtain a license from Crayola to sell these vibrant illustrative posters.


Skull & Bones


Creative Musing + Product
September 2023

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Skull & Bones
For a limited time some of the icons I created for Halloween will be available on graphic tees at Cotton Bureau. I’ve paired the icons with the typeface Metalista designed by Tomáš Brousil from Suitcase Type Foundry.

  • Skull & Bones (top right tee) is the only available tee in this series to purchase (check back in early October 2024 to purchase the others). Peruse more graphic tees on my Cotton Bureau profile page.

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    Note:
    All Cotton Bureau apparel comes in a variety of clothing types, styles, fits, sizes, materials, and colors.


Notcha Tacos


Creative Musing + Product
June 2023

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Notcha Tacos
Pronounced, Not-Cha-Tacos. Utilizing some past work I illustrated this fun tacos restaurant logo. The mark is paired with the typeface, CC Sign Language designed by John Roshell and Richard Starkings from Comicraft.


Sum


Creative Musing + Product
February 2023

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Sum
While I am not a professional type designer, I have a passion for creating custom typefaces. I just finished this display numerical typeface, called Sum. This font comprises six sizes: Light, Regular, Semibold, Bold, Black, and Heavy. Engaging in studies like this is beneficial for graphic designers., as it enables them to comprehend the intricacies of typeface formation. This knowledge is particularly valuable when crafting a bespoke typeface for a brand.
 

  • Sum is available for purchase. Email me for licensing and cost.


MKN Design Reel


Article + Product
February 2023

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MKN Design Reel
Do you like what you see? Well, I’d like to work with you. If you're looking for an experienced independent (freelance) Art Director, Designer, and Illustrator, or if you know of any companies seeking short or long-term project contracts or retainers, feel free to contact me via email.

  • The design and illustrative projects within this reel are a combination of strategic branding, environmental design, iconography, illustration, graphic design, and packaging.


GEM


Creative Musing
February 2023

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GEM
A simplification of a sapphire gem paired with the variable typeface, New York designed by Apple. New York is a serif companion to Apple’s San Franciso-type series, it features six weights and features variable optical sizes. The 'G' in the wordmark was adjusted to mirror the shape of the gem, enhancing balance and symmetry of the combination mark.

 

Carbon Cycle


Client Project
February 2023

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Carbon Cycle
Creating and illustrating a carbon cycle infographic for a major producer of sustainable lumber, pulp, and paper. Our task was to clearly communicate the client's approach to combating climate change while showcasing their strong commitment to environmental sustainability.

The goal was to streamline a complex sustainability concept, making it visually captivating and ensuring the audience was able to comprehend the initiative. The final infographic was simple and friendly, conveying the client’s message of responsible environmental stewardship and dedication to a greener, more sustainable future.

  • + Infographic

  • + Research
    + Concept Development
    + Sketching & Ideation
    + Illustration
    + Design & Layout

  • This project was a collaborative effort, with Peopledesign providing Art Direction.