🔴 Is The Trend In Design To Work In-House As A Designer?
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- Опубліковано 1 сер 2024
- Should you work in house at a brand? What are the advantages of working in-house? Alex Center shares what it's like to work in-house at Glaceau, home to Vitaminwater and Smartwater. Brooklyn based designer and former Coca-Cola Design Director Alex Center is known for one thing, building brands that people love. He is most well known for his work building the beverage brands vitaminwater and smartwater, which he lead the design for both before and after their acquisition by The Coca-Cola Company (4.1 Billion dollars, nbd).
Having built brands with cult followings and relevance throughout his career, Alex knows the power of design to drive culture and business. Today he runs his own branding studio CENTER, which partners with entrepreneurs to build startups with design at their center (pun intended). Alex will share his story and the lessons he's learned along the way.
54:45 What's it like to be the boardroom as an in-house designer?
1:00:45 How do you decide who to hire when looking at external design agencies?
1:16:30 How much money did you make when Glaceau was purchased by Coca Cola for $4.1 Billion? You get that Lambo?
1:20:10 How did 50 Cent get involved with Vitamin Water
1:24:20 Why did you leave Coca Cola? Why go out on your own?
1:27:00 Shhhower Cap-The inspirational story of how Jacquelyn De Jesu launched a multi-million dollar brand in creating Shhhower Cap.
1:32:40 The story of Conbody launch by Coss Marte, how an Ex-con wants to help other convicts assimilate back into society.
1:50:20 Willie's Superbrew #DesignBody
A little bit more about Alex:
center.design
thealexcenter.com
@thealexcenter
ShhhowerCap
www.shhhowercap.com
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Coworker asked me how I have so much agency experience........"I don't. I just watch The Futur religiously."
Adam, we appreciate that you do.
"Romantic about branding" What a beautiful way of describing his passion.
i was doing an internship with my design professor (ned drew - rutgers university) in 2000. we were actually working on a mural for a women's shelter. one saturday, before we went to the shelter to start painting, we deciding to stop and pick up some drinks at one of the small bodegas near by. at the time snapple was a really big deal (not for design, but for the different flavors). so, it's a small store----shouldn't take no more than 2 minutes. when we walked in and saw the vitamin water packaging----we went crazy! lol. we must have spent at least 15-20 minutes just admiring the packaging. my professor ended up buying all the different flavors they had on the shelf. the following week---i walk into my professors office and he has the VITAMIN WATER bottles displayed on his desk. lol. true story.
I don’t think you are alone on that.
And again the massage "do what you love and let live be your drug". This is so much better than TV. Thank you so much for sharing.
I was 26 when I figured out design was for me... thanks for making me feel old ALEX.
Out of all the long ass interviews you have done... I think this was the ONE that I was able to absorb the most from. AMAZING DUDE! Such RAW PASSION for design.
this one broke a record for us.
The Futur not at all hard to see why 🙌
I'm a casual viewer, but now hooked because of this and similar conversations that are so relevant today. Alex touches on something beginning at 1:09:00 that could be a gamechanger for agencies. I'm an in-house creative who had the privilege of working with a high-end agency and I SO wanted them to succeed. I tried to be the translator that Alex discusses and by the end of the project (and sadly, the relationship), I felt like they never really "got" us. That "we" concept is spot-on! Thank you Futur, for starting the convo!
It's good to learn about life on the other side so we can better understand the challenges of our clients. thanks for sharing.
This has to be one of my favourite episodes!
Lots here to love.
I can sit and listen to him talk for hours.
just put this video on loop. ;)
Come on! Honestly it's hard to sleep after watching this episode! Alex - what an energy, vision, passion. Inspiring. And as always, just awesome job Futur Team! You manage to make 2-hour yt video interesting and engaging on daily basis.
Thank you! Thank you Chris Do. And the Futur team at large. I am super blown away by your shows. This is the true essence of business, impacting lives. Most of these free stuffs if at all available in trainings would cost thousands of dollars. You have truly disrupted the design school. And I can see thefutur is big. You would be surprised what you would be able to achieve in few years from now. You probably going to give up Blind completely for this. Thank you again Mr Chris Do.
that might be the outcome of all of ths.
Wow! Definitely one of the best shows ever. Please please keep up the long format. Hope episode 2 is even longer!
Haha. We kept talking for another hour after we stopped the stream.
This changed my whole perspective about being in-house designer and doing creative business for startup brands. Amazing!
Awesome awesome awesome interview. The saddest part of this video is only now realizing I am over 30+, that Chris Do and Alex Center were the mentors I needed in my 20s. Let's see if you can teach this old dog new tricks. Cheers guys.
Run dog run!
Only if I had or met someone like any of these designers would have been very differently for me as well.
This was great. Alex seems like a lot of fun to work with. Excited to see what he does on his own. Can't imagine the insights he's been able to garner working with some of the best thinkers in the biz
we will have him back.
This conversations feels pristine. And honest! Love it!
sweet
Amazing episode. Thanks as always to you all.
What an awesome last 45 minutes. So inspiring. Between the the shhhower cap and conbody. I’m freakin pumped!
that brought it home for us.
Same here! G O L D E N !!!
woot woot, he mentions Wieden + Kennedy. I work in the NY office, happy to be here and love what you guys are doing for design culture.
thanks Edgar! my wife used to work in the design department at WK portland. what is your role there?
awesome! I'm a studio artist/designer. I help with creative, new biz and strategy presentations, previsuals for commercials and OOH ad spaces, and social media when it involves photo-manipulation especially.
This is truly amazing. So inspired
Love this episode!
Such inspiring work! 👍💯
Such an inspo hit to the arm! I've worked both in-house and agency side. Its hard to stay positive and energetic when you're in-house for a long time, you can tell he had a great team around him. The last 30mins was epic! Thank you!
Reward for sticking to the end.
Always is!
BITSUMISHI!!!! Lol I used that font like mad on my club flyer designs back in the day!!! Love it!!! Too funny!
Guilty.
Thanks, this was inspiring!
can't wait for when I get on the Futur podcast a few years from now when Chris is like a 50 year old design Rockstar and we have a long conversation on the evolution of album cover design work 😳👌
looking forward to it. you only have a few years to achieve this cause 50 is coming up soon!
I will really love to appear on your show Futur. Gonna work on making myself worthy.
good goal
Thanks you so much for this platform! See you soon. 😊🖤
Nice t-shirt concept (Erica) :)
¡eso és muy bueno!
I feel like he is talking a lot about his achievements and his amazing work and career and how happy he is... change the title to Alex Center's achievements
Have you guys uploaded this content on apple podcast?
No. We have different content for podcasts.
Im back on Dafont.com 👍
I am officially a professional
Always say “we”
Yes we can.
Can I get the music you play ,, it’s nice.
yeah. go to artist.io
Is there a specific reason to not use DaFont?
wait, so an in house designer isn't a designer that works inside their house but works at a company? 😂
personally i always felt viatmin water was competing against powerade and lucazade rather than bottled water companies. either way, it sucks. it tastes like watered down cordial.
i think he did a great job at branding Vitamin Water, but the actual product itself needed improvement. If i want vitamins, i'll take a Berocca. They needed Vitamin Water to be tasty.
Just curious, why do you change the titles of your videos consistently?
we have to write the titles after we figure out what the whole video is about. sometimes we don't get it right. we want to make sure people can find them.
The Futur that makes sense. Thanks!
No discussion of the fact that Vitamin Water had to change their labeling because of a lawsuit regarding misleading marketing? Seems at least worth a mention.
then you've mentioned it.
And so it is has been
Hi Chirs,
Don't you think that it's time to followup with Alex brands?
Hope you read this ^^
Why is it time?
You said that there will be a follow up and I think 1.25 years sounds a good milestone (counting from video publish date, you should consider that some of them as mentioned in the video were launched months before your interview.).
Perhaps there is one poor fontdesigner out there who might need a bit of reward for his effort on this bitsumushi font...
just like the way Carolyn Davidson has gotten it for her Nike Swoosh :D :D
perhaps. but typeface designers don't enjoy that kind of reward. typefaces are utilitarian according to IP and copyright law.
The Futur great answer! You are right!
if you're all in the same studio, why do you podcast from different rooms?
I'm in the sound booth.
why though? wouldnt that make the interviews less intimate?
did you feel this was not intimate? most of our guests aren't in the studio and do it remotely. do you think that changes anything? did you see my conversation w/ Aaron from farm design? was that more intimate to you?
for remote i think its expected, but if i was to come into someones studio and then find out i cant look anyone in the eye because theyre all in different rooms, it would be awkward.
Anyone else thirsty?
a little parched.
if that water is so smart, how is it ended up trapped in a bottle? :))
Smarter people bottled it.