Design isn’t just about how something looks — it’s about how it feels. In this second conversation with brand designer and icon genius Selma Qui, Kirk and Andy go deep on how her approach to branding has evolved from crafting precise, geometric visuals to building experiences that leave a lasting emotional mark.
Selma opens up about her creative process, the shift from designer to experience-maker, and why she now chooses to work only with brands and people who align with her values. We talk about imposter syndrome, client trust, and how art, photography, and personal memory all shape her distinctive visual language.
It’s a thoughtful and inspiring conversation with one of the most intuitive and intentional brand designers working today. If you’ve ever felt stuck pushing pixels, Selma’s journey might be exactly what you need to hear.
🎧 Episode highlights:
- Why Selma prioritizes experience over aesthetics
- How a deep discovery process shapes her creative direction
- The role of trust and energy in working with founders
- Her battle with imposter syndrome — and how she talks herself through it
- Why personal values matter more than ever in design partnerships
Check out Selma's work here:
About Kirk and Andy.
Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.
Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.
Music for Kirk & Kurtts intro & outro: Better by Super Fantastics
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