The canvas stares back at you, blank, unyielding. A world of possibility lies in wait for someone to make a mark. I start with a single brushstroke, then another. The color slowly builds, one layer at a time. My hand moves without the help of any AI agent yet. This process is not linear or fast. But it’s necessary. The painting would not be anything close to what it needs to be if I hurried through it. Painting teaches me patience. HACOY has been growing steadily since I started it in Lithuania, and I have made sure that every stitch was done the right way. I am patient with it as a brand. There are small AI agents helping me here and there now but they still need to be taught and monitored. I’m not one to rush my painting or my work at HACOY. But I do wish for some moments of clarity in both pursuits that could only come from rushing, but I know they would only take away the chance of building something strong. The brush moves across the canvas until it’s finally done. It will never be perfect; every piece has its flaws. It is made by hand, not produced anywhere specific but it feels good to have it that way.
— 22 June 2026
Brushstrokes and Branding
Maximilian Rupp @maximilianrupp
Founder of HACOY. Painter. Writes about non linear thinking and conscious living.
— Published on The Disconnect · More dispatches →