EXECUTIVE CREATIVE DIRECTOR

HOOK, SAN FRANCISCO CA

Ryan Michlitsch is a creative leader who has spent his career at the intersection of technology, humanity, and design. As Executive Creative Director at Hook and co-lead of their partnership with Google’s consumer apps team, he has developed strategic digital campaigns that are consistently effective, innovative, and award-winning.

Ryan’s work is notable for its versatility and profound impact. He is equally adept at creating for consumer-focused products like Google Search, Maps, and Gemini as he is for purpose-driven initiatives in the Responsible AI, Accessible Technology, and DEI space. This thought-leadership is best seen in his work for Google that drives awareness to their efforts to break down language barriers and make information more accessible to thousands of languages across the globe, including those with non-standard speech.

Most websites about AI initiatives put technology front and center, but Ryan and his team challenge that perception with a design philosophy that puts the focus squarely on humanity. In creating websites for Google’s Language Inclusion, Language Explorer, Project Relate, and Project Euphonia, the goal was to showcase how these technologies can empower communities, not just wow them with the technology. The results speak for themselves: In addition to driving awareness, sign-ups and submissions, these projects have been honored with Webby, Anthem, and ADC awards.

Ultimately, Ryan’s work is guided by his desire to drive awareness around social issues and empower marginalized voices.

Between now and 2030, which specific skills, technologies, or priorities will matter most in shaping the future of graphic design?

I believe the designer’s role is shifting from pixel-perfect executor to creative strategist, curator, and communicator. To stay relevant, a designer must be fluent in both generative AI and traditional Adobe tools. The boundary between developer and designer will continue to blur; eventually, only the most complex sites will require a dedicated developer. Consequently, designers must hone their understanding of psychology to evoke genuine emotion, balancing the speed of AI with the need for human authenticity.

What trend do you think the industry is overvaluing – and one it’s overlooking?

The rise of “prompt engineers” will quickly fade out as the tools become integrated more and more into every workstream a designer touches. Being hyper focused on being able to communicate with the AI tools will become so commonplace you will be competing against every single person who has access to it. One trend that’s being overlooked is “Trust Design”– the verification of non-AI content. As AI slop and deepfakes saturate the market, an increased interest in authentically created content and artwork will be inevitable.