Zac Keeler

I'm Zac Keeler, I've spent more than 20 years turning brands into digital experiences. I started by translating brand systems into websites and e-commerce, then moved into native apps, digital products, design systems, and design leadership at Oakley, Stance, GoPro, InVision, and Experian. The work has changed, but my standard hasn't: brand, visual design, function, and usability all deserve the same attention. That experience has shaped my judgment, not because I know something others don't, but because I've spent years making things, getting some of them wrong, adapting, and learning what holds up.

Now I'm focused on what happens to design as AI changes how people use software. We may spend less time navigating separate applications, and more interfaces may be generated around what someone is trying to do. But there will still be a difference between "I know what I want, get it done" and "I don't know, show me something." Design matters in both, but brand and creative direction become especially important in that second experience.

I use Figma, Hermes, Claude Code, ChatGPT, and motion tools to design and direct AI-assisted prototypes that I can experience live in the browser. I want to use AI to move faster without skipping the experimentation that leads to original work. AI can generate an interface, but that doesn't automatically make it distinctive or right for a brand. Whatever appears in front of someone still needs a point of view.