Marketing Building Products: Storytelling, Sustainability, and AI Insights with Susan Fernandez

Marketing building products to architects and designers is more complicated than ever. In this episode of I Hear Design, host Robert Nieminen talks with Susan Fernandez, founder of Cast Carbon and partner at UpSpring, about what it really takes to break through the noise and connect with today’s A&D professionals.

From her early days branding pavers to launching circular materials at Cast Carbon, Susan shares why storytelling is crucial—even for the most utilitarian products—and how to craft a narrative that resonates with specifiers. She explains why Gen Z staffers, not firm principals, are driving product research, how AI is changing the way designers source and compare materials, and why transparency beats perfection when it comes to sustainability claims.

Plus, learn how something as simple as color branding (think: pink insulation) can make all the difference in standing out to overworked design professionals.