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 https://www.shhhowercap.com 🚀 Futur Accelerator The step-by-step blueprint and coaching program designed to get your creative business off the ground: https://thefutur.com/accelerator 🥇 Futur Pro The professional creative community designed to grow your personal brand, your business, and your network: https://thefutur.com/pro ✍️ Other Courses, Templates, and Tools: https://thefutur.com/shop 🎙 The Futur Podcast: https://thefutur.com/podcast Recommended books, tools, music, resources, typefaces & more: https://thefutur.com/recommendations Music by Epidemic Sound: http://share.epidemicsound.com/thefutur Shorts Playlist: https://www.youtube.com/@thefutur/shorts We love getting your letters. Send them here: The Futur c/o Chris Do 1702 Olympic Blvd. Santa Monica, CA 90404 *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you. — Host– Chris Do Cinematography– Aaron Szekely, Mark Contreras Live Editor– Erica Pead Editor– Stewart Schuster, Mark Contreras, Aaron Szekely Futur Theme Music – Adam Sanborne http://www.adamsanborne.com Typefaces: Futura, Din, Helvetica Neue Futur theme song— Adam Sanborne === *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.