Designing from a sauna

Where I get all my best ideas

Maddy Russell
May 01, 2025

When people ask whether I’m worried about AI taking my job…

No, not really.

Sure there’s elements of the design process it can replicate, scarily so. Elements of the process it can speed up and enhance, absolutely. But my current view on it is that it cannot (and will not) replace true human strategic thought, care and attention.

Every brand project I’ve done over the last eight years is embedded with meaning, thoughtfulness and is bought into being using a method that can’t be beaten by a bot.

Take this project for example. Savu is a Finnish sauna brand based here in the UK. Everything they do is about authentic craftsmanship and in keeping with the traditional sauna experience. When founder James approached me last summer to design the identity, unbeknown to him I could approach the project with in depth knowledge about sauna-life.

Side note: my partner is half Finnish and we spend time every summer out there sauna-ing daily right by a lake in the middle of nowhere. Bliss. So I truly know how the heat feels on your skin. I’ve felt the too-hot burn of the wood as you climb onto the top seat. I’ve breathed in the thick air that can take you into such deep relaxation that you’ll never want to leave. I’ve lived what this brand represents.

The visual inspiration behind the Savu identity

So I have first-hand, real life experience of what he was trying to replicate here in the UK, and I could bring that to the table for this project. Creating a much richer and more meaningful approach than is possible using purely AI.

Also, rather serendipitously, I was visiting Finland the summer I was working on the project. I quite literally sat down at the sauna, drawing the shapes and capturing the colours that I saw in front of me. All of which resulted in the finished identity you see now. Again, a result I would not have gotten to had I just been sat on my computer in England asking a robot to help me out.

So my point is, using AI as a tool to enhance your craft and build brand worlds - absolutely, it can do incredible things. But I will always stand by the fact that nothing beats a good old fashioned bit of real life research and inspiration as the place to start.

Oh, and I always get some of my best ideas whilst sat in a sauna. Probably something to do with being away from the laptop and surrounded by nature. 🤷‍♀️

I’d love to know, where do you get your best ideas? I bet it’s not when you’re sat at your laptop!

And yes, this image was created using GenerativeAI. An example of how we can blend together old school design-to-mock-up photoshoppery with new school image generation to help build brand worlds and conceptualise our ideas.

Then there’s this. Not a computer screen in sight just good old fashioned paint and paintbrush. I absolutely love seeing an identity I’ve created some to life at the hands of someone else and their craft. It gives it such a tactile and lovely feel.

👋 Hi, I’m Maddy, A creative designer living and working in Norwich. I’ve been working in the industry for over 8 years and I’m passionate about helping businesses to connect to their brands’ spirit so we can show the world who they are through thoughtful and courageous branding. I work with founders, brand strategists and team leaders to create new brands and reimagine existing ones. You can find out more about what I do here.