The Farrynheight Podcast6 Aug 2025

Centering Creativity: A Conversation with Alex Center of CENTER

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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