What if care—not capital or clout—is the real secret to building a successful brand?
Alex Center, the founder of branding and design studio CENTER, joins Farryn to explore why care is the most underrated asset in the business of branding. From his early days designing for Coca-Cola’s Vitaminwater to launching the non-alcoholic beer brand Bero, Alex shares how emotion, empathy, and human truth fuel the most iconic brands.
Together, they dig into the power of simplicity, the emotional undercurrent of good design, and the invisible labor of pulling the story out of a founder. It’s about cultural relevance, sure, but it’s also about heart.
This is a conversation about more than just fonts and colors; it’s an exploration of why branding is really an act of love, and how showing up with care, curiosity, and courage can turn an idea into something unforgettable.
TIMESTAMPS:
00:00 Introduction and Setup
03:04 The Power of Brand Connection
05:58 Design Beyond Aesthetics
08:54 Navigating Client Expectations
11:53 The Importance of Care in Branding
15:06 Cultural Relevance in Brand Building
18:02 Launching a Non-Alcoholic Beer Brand
22:21 The Journey of Brand Creation
26:11 The Transition from Corporate to Entrepreneurship
34:46 Personal Growth Through Leadership
39:14 Overcoming Fears and Embracing Change
44:30 The Importance of Team Culture
48:55 Defining Brand Identity and Legacy
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