Matters of Experience
Creativity and Courage with Murilo Melo
Mar 5, 2025
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.
26:34
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Quick takeaways
- 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.
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