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.
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Brand Authenticity
- Be true to the brand and its consumers.
- Avoid pushing a brand in a direction it doesn't represent, as it can appear inauthentic.
Hershey's Campaign
- The Hershey's International Women's Day campaign highlighted female artists.
- The campaign resonated with the brand's values and involved the consumer community.
Design and Creativity
- Design becomes elevated when connected to a creative purpose.
- Murilo Melo is drawn to design that is impactful and entertaining.