
Episode #8
Coca-Cola to Apple: Alex Center on Building One of the Best Studios in Branding | Months in Motion
Alex Center is the founder of CENTER, the Brooklyn studio behind Apple's "Mac Does That" campaign, Liquid Death, Coinbase and New Balance. Before going solo, he spent a decade as a design director at Coca-Cola, leading design on Vitamin Water, Powerade and Smart Water. In this episode of Months in Motion, Alex breaks down how a traditional branding designer won an Apple motion campaign in a ten-day pitch (and has now made 600+ films for it), why motion belongs in brand strategy from the start, and why "brands don't live in case studies, they live inside of people." We get into his ten years inside Coca-Cola, the leap to founding CENTER in 2018, how motion became central to the studio's work, and his honest advice for anyone thinking about going independent. 00:00 Intro 01:45 Ten years at Coca-Cola 06:17 What connects the brands CENTER takes on 09:45 How motion crept into the process 14:40 When motion masks weak design 20:20 Brands don't live in case studies 23:29 The Apple "Mac Does That" story 34:19 What hosting Front & Center taught him 39:38 Advice for going solo Months in Motion is a design podcast about brand identity, motion design, and how the world's best studios actually work. Hosted by OK Social. Subscribe for a new conversation every month. Follow CENTER: https://center.design/ @center Follow OK Social: https://www.oksocial.co.uk @oksocial_ #motiondesign #branding #graphicdesign #apple #brandidentity #motiongraphics #designstudio #cocacola

