Murilo Melo, the Global Head of Design at GUT, shares his expertise in branding and impactful design. He discusses how creativity and courage redefine the future of design, emphasizing the importance of authenticity in brand experiences. Murilo explores the challenges of adapting design to rapid technological changes and highlights a project that boosted community and self-esteem for Black students. He also dives into the evolving nature of design awards and the exciting innovations in music marketing, showcasing the dynamic interplay between creativity and strategy.
Designers today are evolving into problem definers, emphasizing the importance of trust, dialogue, and bold decision-making in their creative processes.
Embracing authenticity and community engagement in branding fosters deeper emotional connections, making campaigns resonate on both personal and global levels.
Deep dives
Designing for Iconic Brands
Creating meaningful experiences for iconic brands involves understanding the emotional connection consumers have with them. Designers must balance global brand messaging with local relevance, ensuring that campaigns resonate on a personal level. For instance, a campaign for Hershey's highlighted female artists by cleverly incorporating the words 'her' and 'she' into the brand, fostering community engagement while staying true to the brand's identity. By embracing authenticity and being sensitive to consumer insights, brands can create impactful narratives that foster loyalty and conversation.
The Evolving Role of Designers
Designers are increasingly viewed as problem definers rather than mere executors of ideas, highlighting their role in shaping conversations before visual identity creation begins. This shift necessitates fostering trust and open dialogue with clients to ensure alignment on project goals. Introducing concepts like the 'bravery scale' helps clients assess their willingness to take risks in design, promoting more innovative outcomes while building a culture of courage within teams. This approach not only enhances collaboration but also inspires more junior team members to push boundaries and propose bold ideas.
Creativity and Design Integration
Creativity in design is elevated through thoughtful integration, leading to impactful experiences that engage audiences effectively. The saturation of design influences in today's digital age makes it crucial for designers to pause and reflect, ensuring that they remain authentic to their vision and innovative in their approach. Projects that address social issues, like creating graduation caps for diverse hairstyles, exemplify how design can solve real-world problems while empowering communities. Embracing trends in entertainment and exploring new forms of media also drives creativity, challenging designers to constantly adapt and innovate in their work.
How do creativity and courage shape the future of design? In this episode of Matters of Experience, Abigail Honor and Brenda Cowan sit down with Murilo Melo, a design leader who believes that great design isn’t just about aesthetics—it’s about meaning, connection, and bold decision-making.
Murilo shares insights on the evolving role of designers as problem definers, the power of taking risks in branding, and how creativity and strategy must work hand in hand. He also reflects on the challenges of balancing speed, technology, and thoughtfulness in today’s fast-paced world.
Whether you’re a designer, brand strategist, or creative professional, this episode offers a fresh perspective on how to make brands truly matter.