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Creative Musing
August 2025
Article
Tommy Allen from Rapid Growth Media
July 23, 2025
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
Article
July 2025
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.
Article
July 2025
It was from these foundational beginnings that I naturally flowed into practicing graphic design, but with a unique, visually driven, illustrative approach woven into my design work. Over time, this developed into my style and has helped me shape brands and build design materials grounded in thoughtfulness, meaning, clarity, and how people relate to and engage with them.
Not only have these foundations shaped my work, but they’ve also led to a set of guiding principles, approaches that continue to influence how I collaborate, problem-solve, and design with purpose.
These are the guiding principles I work by (in no particular order):
• Design Happens Together
• Approached with Thoughtfulness
• Design with Intention
• Acumen Equals Impact
• Crafted to Compel
This article expands on an later piece I wrote where I reflect on my process and why principles matter.
The reel above is a mix of client collaborations and personal creative explorations I’ve pursued between projects. They express the breadth of my skills, my evolving style, and the passion I bring to every piece of work—whether driven by client goals or personal curiosity.
↑ Brand Development Deck
An overview of the process behind defining and executing the development of the Luminous identity.
← Abbreviated Brand Guidelines
These guidelines outline the essential elements and standards for presenting the Luminous brand accurately.
Client Project
June 2025
What started as a mission to help their son Jonas has grown into a global effort to bring vision to children in need. Through their “Buy Sight, Give Sight” program, Luminous provides glasses, funding, and eye care support to children around the world.
At the time, Jonas Paul hired me to elevate its existing portfolio by designing an identity that would create space for future brands aligned with its mission. Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.
Though the project faced early challenges, our shared determination and open dialogue allowed us to refine the concepts until one emerged that aligned seamlessly with their vision, core audience, and markets. The process was rigorous but ultimately fulfilling, requiring a careful balance of innovation and consistency within a hybrid brand model.
The result is innovative, distinctive, and thoughtfully aligned with their mission, as well as their current and future brands, and sub-brands. Luminous embodies a quiet sophistication—illuminating rather than overwhelming. It reflects an intentional brilliance, balanced with confident contrast to express the essence of the brand.
+ Brand Identity Design
+ Creative Direction
+ Research
+ Concept Development
+ Sketching and Ideation
+ Graphic Design
+ Illustration
+ Project Management
This project was a collaborative effort between Jonas Paul Eyewear team: Ben Harrison, Laura Harrison, Spencer Blanchard and myself. For more information about Luminous products, visit Lumionus Optical.
Creative Musing
June 2025
Article
May 2025
Growing up, I was an introverted, sensitive kid—or at least, that’s what my parents and teachers often told me. I think the line they used was, “You’re too sensitive.” I never thought it was a bad thing. But over time, hearing it again and again made me feel like something was wrong with me (know that I don’t hold it against my parents or teachers. It was part of the culture back then—boys were expected to hide their emotions). Eventually, I internalized that message as a weakness and started to believe I wasn’t good enough because of it. I tried my best to hide that part of myself, to toughen up, and to be who I thought others wanted me to be.
This continued through grade school and into middle school. But during high school, I slowly began to let my guard down. As I did, I realized I could feel and see things
others seemed to overlook. Later, while attending Sheridan College, that realization deepened. Through introspection and the encouragement of my Conceptual Studies professor, I came to understand that sensitivity wasn’t a flaw—it was a gift, or as some might say, a superpower. When applied with thoughtfulness and intention, it adds meaningful depth to the design process and can enhance both the clarity and impact of design.
My hope is that, if you’ve read this far, you might see a bit of yourself in it and understand that while these traits shape us, they don’t define you. Below are some qualities that often accompany sensitivity.
🧠 Emotional Intelligence
You naturally sense what others might miss. This allows you to create designs that connect deeply with people—because you can read tone, nuance, and emotional undercurrents. Designing for how something feels, not just how it looks.
👂 Empathy for Clients & Users
You’re tuned in to people’s needs, even when they can’t quite express them. You listen deeply, absorb subtext, and translate vague feedback into visual clarity—turning emotional intuition into practical, usable design.
🎯 Sensitivity to Detail
You notice the small things—the weight of a line, the tension between typefaces, how a color shift changes a mood. These subtleties matter to you because you know they matter to others, too. Precision rooted in feeling, not just form.
🌀 Creative Depth & Inner Reflection
You process the world internally, which gives you a rich, reflective creative well to draw from. That introspection often translates into thoughtful, meaningful work—design that reflects depth, not just decoration.
🔄 Intuition & Adaptability
You can tell when a concept “feels off” before anyone else does. That intuitive sense helps course-correct early—saving time and deepening impact. Knowing when to push, pause, or pivot—without needing all the data.
🌱 Integrity & Purpose-Driven Work
You’re driven by meaning. You’re not here to make noise—you want to make something that matters. Designing with soul, not ego.
This video is affiliated with Netflix.
↓ Process Detail: Phase III - Alternative Main Level & Parking Wayfinding
↑ Complete Three-Phase Process Development Map
↓ Process Detail: Phase II - Application & Concept Review
Client Project
May 2025
In response to this challenge, the project focused on enhancing the physical navigation experience through a structured, research-driven approach. Starting with onboarding and immersion, the team worked to under-stand user needs, identify key service traits, and align it with Corewell Health exsisting brand system. Through thorough research, benchmarking, observational studies, and concept development, the project established clear design directions that reflected the organization’s vision—while emphasizing that effectively guiding patients, visitors, and staff was essential.
From initial audits to refined prototypes, the final solution resulted in a simple, effective set of wayfinding signs that clearly communicated a person’s location within the parking structure while also identifying the surrounding buildings across Corewell Health’s campus. The result was a new, human-centered wayfinding components designed not only to guide people to their destinations, but just as importantly, to help them find their way back.
+ Wayfinding System
+ Lead Creative & UX Director
+ Qualitative Research
+ Graphic Design
+ Illustration
This project was a joint endeavor with The Corewell Health Consumer Experience Team, Augusto Digital via Christy Ennis-Kloote and David Schofield.
Creative Musing
May 2025
MKN Design, LLC
michael@mkn-design.com
1 616 915 1941
Good design is complexity presented simply
MKN Design LLC © 2025
Originally from Ontario, Canada, and now based in West Michigan, Michael Nÿkamp is dedicated to helping organizations develop and refine creative strategies into clear, impactful solutions that captivate and engage.
