Nov 02, 2018

Center of Attention

Alex Center

About this video

Description

Having built brands with cult followings and relevance, Alex knows the power of design to drive culture. Here, Alex shares his story, the lessons he learned along the way, and shares, for the first time, some of the work his studio is doing to build a new generation of iconic brands.

Alex Center

Alex spent 11 years working for global beverage leader The Coca-Cola Company, where he led the strategy and design vision for the brands vitaminwater, smartwater and Powerade. He has designed packaging, created breakthrough marketing campaigns, launched innovative new products and once met rapper 50 Cent who told him, “You must think you’re pretty special.” (He got nervous and instantly started sweating.) At CENTER, he partners with entrepreneurs to build startups with design at their centre. In 2011, Alex was named one of the 200 Best Packaging Designers by Luerzers Archive and in 2014, Alex was named a “Person to Watch” by GDUSA Magazine, joining a list of recipients that have included Milton Glaser, George Lois and Saul Bass.