01
Brand strategy before AI
Positioning, messaging and a map of where AI belongs in your brand system — before anyone automates the wrong thing.
Most teams add AI to brand and creative work before the brand itself is clear.
Bakkes X starts the other way around: get the thinking and the craft right, then use AI where it actually helps you ship.
Brand
Get positioning, identity and the brand system clear.
Creative
Get campaigns and content under creative direction.
AI
Get AI into marketing workflows without giving up the craft.
About
Brand, creative and AI in one practice.
Bakkes X is a creative studio for brand and marketing teams that want AI in the work without handing over taste or decisions.
Brand first. Creative direction on the work. AI where it helps the workflow.
Founder
I am Michael Bakkes — Brand, Marketing & Creative Leader.
Twenty years in brand strategy, campaigns, digital marketing and creative direction — eleven of them leading that work in‑house.
I sit between brand, product, marketing and creative teams — clearing the foundation, directing the work and putting AI in the workflow without handing over taste or decisions.
Services
Four ways to work with Bakkes X.
02
Creative direction
Campaigns, employer brand and content with a human creative lead on the work — including where AI is used in the pipeline.
03
Brand quality for AI systems
Standards, reviews and examples so models and teams ship on-brand work — when the model needs a bar, not another prompt.
04
Coaching for creative leads
For creative and brand directors who want AI in the workflow without losing taste or the craft of the team.
Contact
Tell me what you are trying to fix: brand clarity, creative direction, AI in the workflow, or coaching for your leads.
Include company, role and timeline if you have them. I will get back to you.