Chicago, IL — October 29, 2025 — Forbes Agency Council has published a new article by Goran Paun, Principal and Creative Director at ArtVersion, titled “Design As A System: The Strategy Behind Meaningful Experiences.” The piece explores how design functions not merely as an aesthetic layer, but as an interconnected system aligning form, function, and human experience.
In this latest editorial, Paun reframes design as a framework that unites strategy, usability, and technology. He discusses how businesses often treat design as a finishing touch rather than an integral part of brand alignment—and how this mindset limits growth, clarity, and user engagement.
“Design is a system,” Goran Paun writes. “An alignment of appearance and purpose. It’s how something works, looks and functions. Applied to business, this means design is not just a visual representation of a brand, but a framework that connects form and function.”
Drawing on over two decades of experience leading design and UX transformations for global brands, Paun emphasizes the connection between design systems and meaningful human experiences. He explains how true redesigns go beyond updating visuals—they recalibrate structure, simplify complexity, and unify the brand’s narrative across all digital touchpoints.
The article also highlights how rapid advancements in AI have reshaped the design process. While automation allows companies to build faster, Paun cautions that speed without authenticity leads to sameness. He calls for balance—where design continues to serve as the guiding system that reinforces clarity, purpose, and trust in every interaction.
“Design as a system re-centers the focus on what’s real—human experiences, curiosity, and meaningful interaction” Goran notes.
The full article is available now on Forbes.com
About Goran Paun
Goran Paun is the Principal and Creative Director of ArtVersion®, an independent creative agency headquartered in Chicago. With over 25 years of experience, he leads multidisciplinary teams in brand strategy, UI/UX design, and digital innovation for Fortune 500 companies and global organizations.
About ArtVersion
Founded in 1999, ArtVersion® is a Chicago-based creative agency specializing in human-centered design, branding, and digital transformation. The agency collaborates with clients worldwide to design experiences that merge strategy, creativity, and technology—building digital ecosystems that connect brands with people in meaningful ways.