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Alex Center on the Design Next podcast: Hating change, but creating it

What does it take to quit one of the biggest creative jobs in the world, to build something entirely new from scratch?

A new series of Design Next is upon us; and you know what that means? It’s time for a brand new topic to fuel conversation with iconic design leaders from around the world.

“There’s constant change and there’s constant challenges. And so the only thing you can control is your attitude.”

To kick things off, we speak to Alex Center, Founder and Creative Director of CENTER, a studio based in Brooklyn with a portfolio boasting Apple, Kin Euphorics, and BERO, Tom Holland’s premium non-alc beer. Filming this episode has seriously upped our seven degrees of separation game.

Spoiler alert: Alex hates change. But he has seen, and created, lots of it.

Just some of our fave CENTER projects

From a career at a company in everybody’s ‘dream client’ list, at Coca-Cola, he built power brands like VitaminWater and Powerade, for over a decade. Now, seven years into running his own studio, Alex reflects with us on what growth really looks like, and how our relationship with change defines everything.

“Entrepreneurship is the biggest mirror you can put on yourself. It really teaches you who you are.”

Despite hating change, he’s built a studio from the ground up that leads with care. Center isn’t just known for winning awards; as a company we learn it’s incredibly people-focused, champions and develops emerging talented people, and builds brands with extreme ambition. His latest project? Launching a non-alcoholic beer with Tom Holland that’s already shifting culture. Can we mention Tom Holland one more time?

In this super honest conversation, Alex shares:

  • Why comparison kills creativity; and how to block out the noise
  • What he really looks for in new hires (hint: it’s not the CV)
  • How his definition of success has shifted, and why a “small but mighty” mindset works
  • Why culture, community, and caring deeply are central to everything he builds

“I’m not the smartest. I’m not the most talented. I just care a lot. And I surround myself with good people.”

If you’re a designer, studio owner, creative leader, or someone wrestling with what change might mean for you, this one’s for you. And check out Alex’s own fantastic podcast to keep your finger on the pulse of the design world: Front and Center.