I make creativity
behave at scale.

Swiss-born· Paris-trained· New York-built
Enter the system
01 / The Origin

Born in Switzerland.
Built in New York.

01 / 03
47.0996° N, 6.8259° E
La Chaux-
de-Fonds

Watchmaking logic. The grid as a worldview. Precision is not cold. It is care.

Gave me structure
48.8566° N, 2.3522° E
Paris

Académie Charpentier. Type, paper, editorial instinct.
Where the eye was trained.

Gave me art direction
40.7128° N, 74.0060° W
New York

Since 1998. Speed, verticality, instinct under pressure. M·A·C gave it scale. AI gave it a new material.

Gave me velocity
02 / The Role

Creative direction at the intersection of brand, product & AI.

At M·A·C Cosmetics, part of The Estée Lauder Companies, I lead digital innovation, creative technology, design systems, and AI-driven workflows. The work connects global platforms, commerce, storytelling, and intelligent tools that help teams move faster without losing taste. I am a storyteller believing in the craft.

Jeffrey Blum

Hover a nodeEach node is a discipline. Together they behave as one system.

03 / The Split

I live between
opposites.

Luxury×Utility
Emotion×Logic
Taste×Scale
Craft×Automation
Instinct×Intelligence
Vision×System

The future is not human vs AI.

Human × AI

Volume Speed Automation Content Output More Faster Infinite

AI makes everything faster. But faster doesn't mean better. The value isn't generating more. It's knowing what should exist.

Taste

is still the filter

04 / The Career System

25+ years of creative evolution.

00Years Experience
00Global Launches
00Global Sites
00Markets Aligned
∞Experiments
05 / The Personal Layer

The things that
shape the work.

A / 01
Camera

Street photography, mostly New York. I learned to look before I learned to explain.

A / 02
Running

Distance teaches discipline. Rhythm teaches patience. Both apply to systems.

A / 03
Switzerland

Precision is not cold. It is care. The watchmaker's grid is still under everything I make.

A / 04
Paris

Type as architecture. The editorial eye that decides what deserves the page.

A / 05
New York

Home since 1998. Speed only works when instinct is sharp.

A / 06
Typography

One typeface, used with conviction, beats ten used with doubt.

A / 07
Storytelling

Story gives the work its meaning. Craft makes it believable. I practice both.

A / 08
AI

A new material. Not a replacement for taste but an amplifier of it.

Belief / 01Great design should feel inevitable.

Belief / 02Systems should create freedom, not sameness.

Belief / 03AI should amplify taste,
not erase it.

Belief / 04Luxury is not decoration. It is discipline.

Belief / 05The best creative leaders build the tools behind the work.

06 / The Human
JB / NYC
Jeffrey Blum, portrait

I am Jeffrey Blum.

Swiss-American Creative Director AI Digital Creative Director Storyteller Digital Innovation Leader AI Systems Builder Based in New York City

I build the creative systems, digital experiences, and intelligent workflows that help brands move into what comes next.

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