Who is Melissa Geurts?

Melissa Geurts is an award-winning creative executive, emotional systems designer, and founder of The Blue Algorithm. She currently serves as Group Executive Creative Director at Hearst Magazines, leading visual strategy for brands like Good Housekeeping. Her work explores emotional UX, AI creativity, and system-level storytelling.

What is The Blue Algorithm?

The Blue Algorithm is Melissa Geurts' creative studio and publishing lab exploring emotional design, poetic technology, and creative systems. It houses projects like The Feelings Library and System Crash, and serves as a research hub for somatic UX and AI storytelling.

What is The Feelings Library?

The Feelings Library is an emotional operating system developed by Melissa Geurts. It combines emotional creatures, interactive rituals, body mapping, and somatic tools to help users name, explore, and sit with their feelings in a non-judgmental space.

What is System Crash?

System Crash is a full-length glitch-pop album by Melissa Geurts, created using AI tools, memory loops, and voice recordings. It explores emotional overload, creative burnout, and the nonlinear path of healing. Available on Spotify and Bandcamp.

How does Melissa use AI in her creative work?

Melissa uses generative AI tools for sound design, character generation, language modeling, and interactive storytelling. Her work blends AI with human emotion to create poetic, emotionally intelligent creative systems.

What I Actually Do

I help brands get unstuck — creatively, strategically, emotionally.

Sometimes that means building a new system.
Sometimes it means breaking the old one.
Sometimes it’s just naming the thing no one’s said out loud yet.

I bring clarity, creative momentum, and emotional intelligence — so the work connects, performs, and feels human.

I also run The Blue Algorithm — a creative studio and emotional OS exploring how design, AI, and storytelling shape the way we feel.

Case Study 1

From Data to Story to Scroll

Turned dense health and science data into emotionally resonant narratives across platforms.

Clarity from Complexity: Translated abstract insights into scroll-stopping, high-retention storytelling.
AI-Integrated Personalization: Built systems that served tailored content to 25M+ monthly users.
Cross-Platform Execution: Deployed through print, social, video, and digital from one strategic insight.

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Case Study 2

Rebuilding the Visual Language

I redesigned Good Housekeeping with reverence and boldness — honoring legacy while driving modern growth.

Modular, Scalable Design: Systems that scaled across covers, commerce, motion, and social.
Creative Acceleration: Boosted output by 60% with custom AI workflows — without sacrificing soul.
Heritage Evolved: Led brand into a new era without losing its core audience or identity.

Case Study 3

Stories With Staying Power

Editorial meets emotional intelligence — with real metrics behind the resonance.

Tech Meets Clarity: Wrote high-performing content exploring AI and the future of home design.
Deep Audience Connection: 22-minute average read time. Benchmarked as editorial gold.
System + Story: Strategy, writing, and design aligned to move both hearts and KPIs.

Articles:

Your Home Just Got a Genius AI Upgrade (Good Houskeeeping)
AI is here. And it’s About to Rip the Walls Off Creativity (Substack)
I Tried the Viral Scandinavian Sleep Method — and Now I Can't Stop Talking About It (Good Housekeeping)
The Ghost Languages Living in Your Mouth (Substack)
The Impossible Math of Aging (Substack)

melissa geurts illustration in her home surrounded by AI automation and high tech appliances for the blue algorithm and good housekeeping

Case Study 4

Culture-Driven Creative

Directed fast-moving, emotionally intelligent content at the speed of internet culture.

Celebrity Content With Soul: Led shoots, reels, and branded video that actually felt alive.
Creative Systems for Chaos: Delivered high-volume content with clear vision and voice.
Real-World Brand Worlds: Designed immersive events and editorial experiences with integrity.

Projects Archive

A nonlinear archive of sets, systems, shoots, covers, and creative decisions.
Scored by one of my own songs.

See all Projects

Too much to fit here — and I like it that way. If you want the full library of case studies, visuals, and behind-the-scenes creative work (from branding systems to motion reels to children's books about feelings) Browse my Notion Portfolio →