Geoff Cook

Geoff Cook, founder of Base Design New York, shares his journey from DKNY to brand strategist. He emphasizes the importance of world-building in branding, revealing how it shapes consumer perception. They discuss the role of AI in creative work, what design can and can't achieve, and the significance of alignment between business and creativity. Geoff also unveils strategies for startups to craft compelling narratives and the necessity for designers to understand business language to succeed in their projects.