If you've been craving a brand conversation that doesn't sound like a warmed-over marketing course you're exactly where you're supposed to be. Bex LaFranchi is rewriting that future with her bare hands and a whole lot of brainpower. From her roots in the Pacific Northwest to leading design strategy for IKEA US, Bex has built, broken, and reimagined brands across the spectrum  not to impress the industry, but to disrupt what the industry thinks it knows. She's not just a creative director. She's a pattern breaker. A strategist with soul, a high vibration AI rebel who isn't afraid to call out the fluff and build tools that actually work. Now she's the founder of Hey Bex Creative Intelligence™, where she helps entrepreneurs supercharge their brands with AI that feels like it gets you because it was designed to. On this episode of Gritty is the New Pretty, Bex doesn't hold back. She shares the unfiltered version of her journey (spoiler: it wasn't cute or linear), her take on the evolution of branding, and why creativity always  always comes before the algorithm. * The development of Creative Intelligence™  and how Bex turned an AI "aha" into a methodology that centers human tone, not robotic output * Why brand differentiation isn't just strategy it's survival * What it really takes to lead creatively in a space obsessed with trends and templates * And the future of branding that doesn't just look good it feels true So pull up a chair because Bex isnt here to play it safe. She's here to show you how to lead with resonance and design a brand that moves people before it ever markets to them.