Who is Kill A Robot?

My name’s Tristan. My background is in graphic design, though I’ve never been particularly interested in staying in one lane.

I’d like to think I was named after a knight of the round table, an 18th-century opera, or a remote volcanic island in the South Atlantic. Sadly, I was named after the bloke from All Creatures Great and Small.

I’m an art director, graphic designer and photographer with a love of print, typography and the English language. I’m big (literally), loud, opinionated and friendly – with a healthy disregard for over-complicated creative and even healthier respect for good ideas. Outside of work, I’m a celebrated chef (within my circle of friends), a talented carpenter (if you appreciate ‘rustic’), a keen explorer (especially if there’s a pub at the end), an eager cyclist (this requires multiple pubs), and a consistently outnumbered dad.

I work closely with clients to create ideas that are clear, considered and built to last – developing brands and campaigns from initial thinking through to final execution. It’s a process grounded in experience, shaped over years of doing the work properly, and refined with the help of some very good people along the way.

I don’t really kill robots… that’s just mean

So, if I’m not a vigilante robot killer, what do I mean by Kill A Robot?

We’re living in an era of automation. Artificial intelligence is no longer science fiction – it’s here, shaping how we work, think and create. In many ways, we’re already part machine. We just keep the hardware in our pockets… for now.

But creativity isn’t about efficiency. It’s about connection.

The work that stays with us – the kind that gives you goosebumps or makes your stomach flip, doesn’t come from processors and prompts. It comes from people. From judgement, instinct and lived experience. The kind you can’t quite replicate, no matter how well you train the model.

Think of the Guinness surfer (tick, followed, tock, followed). Or Nike’s “Believe in something, even if it means sacrificing everything.”
Those ideas didn’t come from an algorithm. They came from people who understood how to make other people feel something.

Kill A Robot isn’t about rejecting technology. It’s about rejecting the idea that it can replace us.

I use AI where it’s useful – cutting through the repetitive, the functional, the forgettable. But the thinking, the taste, the decisions that actually make something resonate? That part stays human, that part stays with me.

Because as everything becomes easier to make, it becomes harder to make something that matters.

So no, I’m not here to kill robots.

Just the work that feels like it was made by one.