Former X design lead launches independent studio
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Brandon Jacoby. Photo: Johnny Parizek
Brandon Jacoby, former X and Cash App design leader, has launched Kainoa, an independent design practice built around the idea that AI is making human judgment and creativity more valuable.
Why it matters: Companies are competing on taste in the AI era.
The big picture: Generative AI has made it easier to write code and create graphics, motivating some companies to shrink design teams and rely more heavily on AI-generated assets.
- Jacoby says AI can accelerate execution, but it can't replace the judgment behind what to build, how it should feel or what makes a product memorable.
- Rather than reducing demand for experienced creatives, Jacoby says AI will expand who can build while increasing the value of expertise.
- "AI ... lowers the floor, certainly, but the ceiling is always getting higher," Jacoby says.
Zoom in: Jacoby was one of the first product designers at Cash App. He later led design across X's core product, including X Money and messaging.
- "Learning how to do the most with the least" was one of the biggest lessons from working for Elon Musk, he says.
- Since leaving X last year, Jacoby says he's crossed seven figures in consulting revenue ahead of Kainoa's official launch.
- His clients have included Coinbase and AngelList along with startups backed by top investors such as a16z, Sequoia and Founders Fund.
Zoom out: More senior designers are choosing independence over traditional full-time roles amid strong demand for experienced talent, Jacoby says.
- Creators, including journalists, are finding it easier to go independent as software can handle more administrative work.
- Jacoby relies on AI agents for project management, scheduling and other business tasks, allowing him to focus on design while remaining a one-person practice.
What to watch: Jacoby's long-term vision is to build a collective of independent collaborators rather than a traditional agency, where clients can work directly with the people doing the creative work.
