Liz Gorny
Author · Associate Editor · Interviewer · Editor
19 articles · Jul 2024 — Apr 2026
Quotes
“We don’t attempt to define the correct view, but to bring the light and shade into sharper focus.”
“AI has become a lucrative creative specialism for some, a helpful assistant for others, and a creative adversary for just as many more.”
“The comic below, created by Jordan Bolton, explores this topic through a single character who, under the weight of everyday pressures, comes face to face with the threat of a great homogenisation.”
“AI, like any tool in a designer’s belt which introduces automation, can also increase similarity.”
“A certain amount of romanticism exists around projects that are seen as a ‘labour of love’.”
“Brands are hearing stories about their newest consumer group, while half of these consumers are still shedding baby teeth.”
“Today brands have to think at length about what words might work to stoke that connection.”
Articles & interviews
- Can a Tiny Tourist mindset rethink big travel? A new report from Insights
It's Nice That · Apr 7, 2026
It's Nice That Insights has released 'The Tiny Tourist Report', a free research-driven publication proposing a more mindful approach to travel and travel marketing. The report explores how creative teams can adopt a 'Tiny Tourist' mindset, featuring contributions from Trippin, Lonely Planet, and a range of photographers and artists. It aims to inspire more thoughtful, authentic representations of travel experiences.
It's Nice That InsightsTrippinLonely Planeteditorial - "Could Claude or ChatGPT Become the Next Tech Giant Like Apple?"
It's Nice That · Oct 16, 2025
Liz Gorny’s opinion piece explores how Anthropic and OpenAI are using major advertising campaigns to position their chatbots, Claude and ChatGPT, as culturally resonant brands akin to Apple. The article compares the creative strategies behind the campaigns by Mother and Isle of Any, highlighting their emotional storytelling, human-centred tone, and visual warmth. It also discusses the broader race among AI companies to balance speed, trust, and cultural connection in their branding.
MotherIsle of AnyAnthropicOpenAIadvertising - "Are Client Briefs Declining in Quality?"
It's Nice That · Oct 7, 2025
Liz Gorny’s opinion piece for It’s Nice That explores whether client briefs in the creative industry are deteriorating in quality. Drawing on perspectives from industry figures like Aries Moross, Terry Stephens, Mike Reed, and Ed Tsue, the article examines trends such as longer, AI-written, and more collaborative briefs, as well as issues of stakeholder misalignment. While some see these changes as signs of decline, others view them as evidence of growing client awareness and ambition.
Studio NomadStudio MorossReed Wordsbranding - Environmental Impact of AI in Creative Industries Explored
It's Nice That · Sep 22, 2025
The article explores the environmental impact of AI use within the creative industry, questioning how much energy and carbon are consumed by generative AI tools like ChatGPT, MidJourney, and Dall-E. Through expert insights from researchers and creatives, it highlights the lack of transparency from tech companies and the ethical dilemmas faced by designers who rely on AI for their work.
digital - Exploring AI's Impact on Creative Industries
It's Nice That · Sep 22, 2025
The article introduces 'Light and Shade', a new editorial series by It’s Nice That exploring the complex relationship between AI and creativity. Written by Liz Gorny, it examines how AI is reshaping creative work, addressing issues like jobs, ownership, environmental impact, productivity, and homogenisation. The piece features insights from designers, technologists, and artists reflecting on both the opportunities and risks of AI in the creative industry.
- Comic Explores How AI Diminishes Creative Uniqueness
It's Nice That · Sep 22, 2025
The article, written by Liz Gorny for It’s Nice That’s Light and Shade series, introduces a comic by illustrator Jordan Bolton exploring how generative AI contributes to creative sameness. It reflects on research and commentary around AI’s influence on design and creativity, questioning how to maintain individuality in an increasingly automated creative landscape.
It’s Nice Thateditorial - Adverts Set to Increase in Length
It's Nice That · Sep 4, 2025
Liz Gorny’s opinion piece for It’s Nice That explores the resurgence of long-form advertising, as brands like Nike, Cash App, Adidas, Patagonia, and Rapha invest in cinematic and editorial storytelling. The article contrasts this trend with the short-form dominance of TikTok, suggesting audiences are seeking more depth and intentionality. Through interviews with Nike’s Matthew Kneller and Cash App’s Zack Ashley, it highlights how brands are using slower, more reflective formats to build emotional resonance.
- "AI Enhances Traditional Animation, Merging Old and New Techniques"
It's Nice That · Aug 13, 2025
The article explores how animators and studios are merging traditional craft with AI to create more soulful and innovative work. Featuring directors Alice Bloomfield and Jeremy Higgins, and Paris-based studio Unveil, it highlights projects that use AI as a creative tool rather than a replacement for human artistry. The piece argues that the best AI-driven work emerges when human touch and experimentation remain central to the process.
UnveilHeliot EmilPumamotion - "Misunderstanding Generation Alpha: A Marketing Misstep"
It's Nice That · Jul 29, 2025
The article explores how brands and marketers are misinterpreting Generation Alpha by viewing them primarily as consumers. UAL professor and Meet Generation Alpha founder Lawrence Zeegen argues for a more holistic understanding of this generation, emphasizing their future societal roles, educational needs, and cultural influences. The piece highlights the importance of moving beyond consumer data to grasp the deeper human and technological factors shaping this emerging generation.
other - Will Becher Guides Exclusive Wallace & Gromit Behind-the-Scenes Tour
It's Nice That · Feb 21, 2025 · Interview
The article previews a Nicer Tuesdays talk featuring Will Becher, supervising animator at Aardman, who offers an exclusive behind-the-scenes look at the making of Wallace & Gromit’s latest film, Vengeance Most Fowl. The discussion, hosted by Liz Gorny, explores the meticulous stop-motion process and the enduring charm of the beloved clay duo.
Aardmanmotion - "Nicer Tuesdays February Event: Get Your Tickets Now!"
It's Nice That · Jan 14, 2025
It’s Nice That announces the first Nicer Tuesdays event of 2025, featuring talks from Aardman, From Form, and artist Cato. The February event will explore creative processes behind stop-motion animation, experimental campaigns, and cinematic painting. Speakers include Aardman animator Will Becher, From Form founders Ashley Govers and Jurjen Versteeg, and London-based artist Toby Grant (Cato).
- "Top Five Graphic Design Trends for 2025 Identified"
It's Nice That · Jan 13, 2025
It’s Nice That’s Liz Gorny and Ellis Tree identify five key graphic design trends for 2025, exploring how designers are embracing anti-trend aesthetics and heritage-inspired approaches. The article highlights studios like Parámetro, Mestiza, and Muon for their handcrafted, bookplate-style logos and Art Deco typographic influences. It positions these movements as a response to digital uniformity and a return to personal, tactile design expression.
Parámetro StudioMestiza EstudioMuonOutline BrooklynApterbranding - Jeremy Deller Discusses Creative Collaboration and Art's Magic
It's Nice That · Jan 13, 2025 · Interview
The article covers a conversation between Turner Prize-winning artist Jeremy Deller and It's Nice That associate editor Liz Gorny at the final Nicer Tuesdays event of 2024. Deller discusses his participatory approach to art, the unpredictability of collaboration, and the social and political dimensions of his work. The piece reflects on how Deller’s practice invites the public into the creative process and celebrates art as a shared experience.
It's Nice Thatart - "Dinamo Explores Fun in Font Design at Nicer Tuesdays"
It's Nice That · Dec 10, 2024
The article recaps a Nicer Tuesdays talk where Liz Gorny interviewed Johannes Breyer from Dinamo. They discussed the studio’s playful approach to type design, recent projects like Spotify Mix and Pelikan, and Dinamo’s evolution into a professional yet experimental foundry. The conversation highlighted the studio’s philosophy of treating fonts as creative playgrounds.
- The Power of Obscure References in Creative Design
It's Nice That · Dec 3, 2024
Liz Gorny’s opinion piece for It’s Nice That explores the creative industry’s obsession with obscure references and archival research. Through examples like Special Offer’s Brat campaign and Collins’ rebrand for Bose, the article questions whether referencing history inherently improves design work or simply signals cultural capital. Designer Brent David Freaney argues for the value of research and the right to protect one’s reference library while cautioning against overreliance on nostalgia.
- "Last Nicer Tuesdays 2024: Get Tickets for Creative Talks & Art Market"
It's Nice That · Nov 19, 2024
It’s Nice That announces the final Nicer Tuesdays event of 2024, featuring talks by artist Jeremy Deller, Studio Dumbar/DEPT®’s creative director Liza Enebeis, and photographer Adam Rouhana. The event will take place at EartH in Hackney, London, and includes an art market hosted by Intoart. The lineup explores themes of motion design, activism, and socially engaged art.
Studio Dumbar/DEPT®event - Illustrators Face Budget Cuts and Rising Struggles in 2024
It's Nice That · Oct 4, 2024
Liz Gorny’s opinion piece for It’s Nice That explores the precarious state of editorial illustration in 2024. Through interviews with illustrators Nishant Choksi and Sergio Membrillas, the article highlights shrinking budgets, the impact of AI, and the decline of magazine commissions. Despite these challenges, both artists express cautious optimism about the evolving landscape and new opportunities for creative expression.
The GuardianReal Revieweditorial - Are Brand Namers the New Graphic Designers?
It's Nice That · Sep 4, 2024
The article explores the growing importance of brand naming and writing within the branding industry, questioning whether the 'brand namer' is becoming as central as the graphic designer. It highlights the rise of AI-driven naming platforms like Monika, the renewed focus on copywriting through studios like Opening Line, and the increasing recognition of language as a key component of brand identity.
MonikaLexiconOpening Linebranding - Charting the Evolution of Bro Movie Posters from Con Air to Oppenheimer
It's Nice That · Jul 3, 2024
The article by Liz Gorny explores how the visual language of action movie posters has evolved from the hyper-masculine aesthetics of the 1990s and 2000s to more emotionally complex portrayals of men today. It examines the work of studios like BLT Communications and Art Machine, referencing films such as Con Air, Blade, and Oppenheimer, and discusses how changing ideas of masculinity influence design choices in key art. Designer Sam Ashby offers insights into how male representation and tone have shifted in contemporary poster design.