In a Forbes Agency Council article titled “Design Better: How Abstract Thinking And Intuition Drive Brand Innovation,” Goran Paun, ArtVersion’s Principal and Creative Director, shares how embracing abstract thought and intuition can spark innovative branding and design solutions.
ArtVersion’s Principal and Creative Director, Goran Paun, has been featured in Forbes Agency Council with a new article exploring the power of abstract thinking and intuition in driving brand innovation. Published on May 8, 2025, the Forbes piece – titled Design Better: How Abstract Thinking And Intuition Drive Brand Innovation – highlights Paun’s belief that successful innovation in branding and design goes beyond data and analytics, tapping into human creativity and gut instinct. Paun opens the article by asking, “Perhaps we’ve been thinking about innovation all wrong?” and suggests that “it’s not just about being smart — it’s about feeling things.”
In this Forbes Agency Council feature, Paun emphasizes that while metrics and data-driven strategies have their place, true creative breakthroughs often emerge from less tangible sources. He describes harnessing “the art of mental stargazing” – a metaphor for abstract, visionary thinking – along with the “hidden currents of our intuition” as a way to unlock brand innovations that purely analytical approaches might overlook. These inner guides, Paun notes, are frequently neglected in formal training, yet they “provide advantages that technical analysis cannot match.” By trusting creative intuition and thinking abstractly about a brand’s possibilities, companies can discover new directions and solutions that set them apart in the marketplace.
Paun’s insights underscore the importance of balancing analytical rigor with creative intuition in the design process. Rather than relying solely on market research or performance metrics, he argues that brand innovators should also value the imaginative leap – the seemingly out-of-the-box idea that arises from intuition or a flash of inspiration. In the context of user experience and branding, this could mean envisioning how a product makes people feel or conceptualizing a bold new brand narrative that data alone might not suggest. According to Paun, such approaches can lead to more resonant and impactful brand experiences. “There is something more powerful in human creativity,” he writes, referring to those moments of insight that cannot be quantified but can drive a brand’s evolution in significant ways.
As the founder and creative lead of ArtVersion – a Chicago-based design consultancy renowned for its expertise in branding, web design, and development – Paun has long championed a design philosophy that marries strategy with creativity. ArtVersion’s success is built on innovative thinking and human-centered design, principles that align closely with the themes of Paun’s Forbes article. The agency’s team often engages in conceptual “blue-sky” brainstorming and intuitive problem-solving to complement data-driven research, ensuring that the solutions they craft are not only effective but also imaginative and unique to each brand’s story.
This approach has made ArtVersion a go-to partner for companies seeking transformative design and branding outcomes. Over the past two decades, ArtVersion has contributed to digital transformation initiatives for numerous Fortune 500 companies, infusing creativity and intuitive user experience design into large-scale projects. From comprehensive brand overhauls to cutting-edge usable web and application designs, the firm has demonstrated how abstract thinking – looking beyond immediate constraints to the bigger picture – and intuitive insight can translate into tangible business results. By blending creative experimentation with proven best practices, ArtVersion consistently delivers designs that engage users and drive innovation for its clients.
Quote from the Forbes Article:
“While we’ve become increasingly reliant on metrics for design decisions, there is something more powerful in human creativity: the art of mental stargazing and the hidden currents of our intuition. These inner guides—often neglected in formal education—provide advantages that technical analysis cannot match.” — Goran Paun, Principal & Creative Director of ArtVersion
As a member of the Forbes Agency Council – an invitation-only community for senior executives in PR, media, creative, and advertising agencies – Paun regularly shares insights drawn from his extensive experience leading ArtVersion’s design initiatives. His contributions help shape industry dialogue around subjects like user experience, design strategy, and innovation, further establishing ArtVersion as a leader in the field.
About ArtVersion: ArtVersion is an award-winning creative agency and design consultancy headquartered in Chicago, specializing in branding, web design and development, and user experience (UI/UX) design. Since its founding in 1999, ArtVersion has worked with organizations of all sizes – from startups to Fortune 500 companies – to transform their digital presence and brand identities. The ArtVersion team is known for pioneering user-centered design and delivering innovative, intuitive solutions that drive engagement and business growth. By combining strategic vision with creative excellence, ArtVersion helps clients across industries elevate their brand experiences and achieve impactful results.
About Forbes Agency Council: Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies. Members of this elite council are respected leaders selected for their industry expertise and thought leadership. As part of the Forbes Agency Council, members like Goran Paun contribute thought leadership articles to Forbes.com, sharing expert insights and driving conversations on emerging trends and best practices in business and marketing.