46. Take the Work Seriously, Not Yourself: Lessons from Alex Center

In this episode of The Type Convo, I chat with designer, brand builder, and CENTER studio founder Alex Center - whose career journey spans from shaping billion-dollar brands at Coca-Cola (hello, vitaminwater and smartwater) to launching one of today’s most culture-conscious design studios.

We dive into what it really means to lead a creative life that’s sustainable, fulfilling, and fun. Alex opens up about mental and physical well-being, the emotional cost of doing meaningful work, and why leaving corporate life was the scariest decision he’s ever made. We also talk about:

Why good branding is never the work of one genius

• The art of building a studio culture people actually want to be part of
• How packaging became CENTER’s superpower
• Working with startups vs celebrities
• Why minimalism isn’t about less - it’s about clarity
• And yes, the most famous person in his phone (spoiler: it’s Spider-Man)

Whether you’re an independent creative, agency owner, or just figuring out your path, this conversation is packed with honest insight and hard-won wisdom.

📍Check out Alex’s work at center.design

📲 Follow him on Instagram: @thealexcenter