The Changemakers

In this episode of The Changemakers, Dave chats with Rachel Gogel, a seasoned creative executive consultant. Having built brands at titans like The New York Times, Meta, and Airbnb, Rachel knows a thing or two about transforming brand from a 'nice-to-have' into a vital business engine, and dives into her diverse career journey, from her graphic design roots to her current role as a fractional design leader and educator.For creative leaders, Rachel offers invaluable advice on getting brand taken seriously. She champions speaking the language of business, focusing on metrics like user retention and conversion rates rather than just aesthetics. And she passionately champions in-product brand experiences, explaining how a strong brand isn't just about aesthetics, but about creating seamless, intuitive interactions within the product itself.Drawing on her experiences, Rachel shares how to speak the language of executives, connecting brand initiatives to tangible outcomes like user retention, conversion rates, and lifetime value. She also shares the story behind her recent SXSW London panel, "Crafting Magic: The Art of Product", featuring fellow design leaders from Dropbox, Slack and Anthropic.The conversation also explores the unique brand approach at Airbnb, where design and brand are valued from the very top. Rachel explains how to scale brand across diverse organisations, stressing that strong relationships and clear roles trump rigid org charts. She tackles the tricky balance of maintaining consistency while allowing teams to move fast.Finally, we get into practical tips for leaders navigating competing priorities, including internal education, piloting ideas, and the power of user research in validating branded moments. Ultimately, Rachel advocates a powerful mindset shift: moving beyond brand as decoration to brand as experience, recognising that product and brand are inseparable in the user's mind.Timestamps:00:00 Introduction and Welcome Rachel Gogel01:52 Rachel's Diverse Career Journey and Fractional Leadership06:50 SXSW London Panel: In-Product Brand Experiences10:30 Advocating for Brand with Executive Teams13:14 Brand as a Business Critical Function: Lessons from NYT & Meta20:00 The Airbnb Approach to Brand and Design26:22 Scaling Brand Across Organisations and Best Practices34:10 Essential Qualities for Creative Leaders44:30 Beyond Decoration: Brand as ExperienceSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Melissa Rosenthal, co-founder of Outlever and a former creative lead at ClickUp, shares her insights on transforming B2B branding through dynamic thought leadership. She emphasizes the shift from traditional media models to amplifying voices of subject matter experts and customers. Melissa discusses how AI can enhance content creation while preserving the essential human touch. With a focus on building trust and relevance, she challenges companies to rethink outdated strategies and embrace innovative, authentic approaches to stand out in a crowded market.

Here’s another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different.In this one, Nick Farrar, Founder and CEO of Shaped By, and Jess Evans, Head of Delivery, get into B Corp. Why did we become a B Corp? What does it mean for us as an agency? And what’s next, both for us and for B Corp more broadly? They cover everything from the certification process to the ongoing work of embedding B Corp values in a way that actually makes a difference - not just a badge for the website.00:00 Introduction to the podcast00:15 Why Shaped By became a B Corp02:03 What B Corp means to us04:25 The role of SMEs in driving change06:48 The certification process - how tough was it?10:14 Where we did well (and where we could improve)14:29 What we’ve done in our first year as a B Corp17:02 Plans for 2025 and beyond21:18 The bigger picture: what’s next for B Corp?24:41 Embedding B Corp values into agency life27:05 Wrapping upSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Motion design is often the unsung hero of brand and product storytelling - especially in B2B tech. But what does it take to bring complex, sometimes ‘unsexy’ products to life? And how can you move beyond one-off animations and build a scalable, strategic motion system that strengthens a brand over time?First, Joshua Baron, Senior Brand Designer – Motion at Jasper, shares his approach to crafting motion systems that bring clarity to intricate products, the balance between abstraction and realism in design, and the evolving role of AI in motion.Then, Peter Dickinson, Head of Motion at Skyscanner, dives into the power of motion systems at scale, how consistency builds brand trust, why motion should have a seat at the table from day one, and how to develop flexible guidelines that adapt across platforms.If you’re a motion designer, marketer, or creative looking to sharpen your approach to motion in branding, this episode is packed with insights on both the craft and strategy of motion design.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Welcome to another byte-size episode! In this one, Dave and Alex, Shaped By's marketing director, chat about the upcoming webinar on the challenges of working with founders to build a strong brand. They cover the common roadblocks - like navigating emotional attachments, getting buy-in from disengaged founders, and aligning leadership on brand direction.They also introduce the expert panel joining the webinar:• Kira Klaas – VP of Corporate Marketing at Later• Tim Bauer – Director of Brand Experience at Scale AI• Tom Ovens – Creative Director at Shaped ByIf you work with founders this session is packed with insights on turning vision into a brand that actually works in the market. To join the conversation register here: https://shaped-by.com/building-a-founder-led-b2b-brand/And here's the link to Kira Klass's brilliant Substack 'On Brand': https://kiraklaas.substack.com/Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

So here it is, the first ever “Part 2” in the history of The Changemakers. And it’s nothing less than a pleasure to bestow that honour on our guest, Carta’s creative lead Dave Breckon.In Part 1, our Dave’s (we’ll call him Dave C) conversation with Dave B explored his wonderfully diverse career path, delving into the various lessons he learnt as he wound his way from the cobbled streets of Brighton to the bright lights of London, Madrid, Copenhagen, New York and San Francisco.Part 2 sees Dave and Dave hooking up again to discuss how those experiences have shaped Dave B’s perspectives on design and creativity.Their conversation touches on a range of subjects including managing in-house teams, fostering a culture of kindness, the evolving role of agencies, the application of AI in the creative process, and the challenges of scaling a brand in the dynamic fintech industry. They also delve into the nuances of building brand consistency while adapting to rapid changes in the market.If you haven't checked out Part 1, you can watch it here: https://youtu.be/kpPkTFYqHRESend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Most of our previous episodes to date on The Changemakers have focused on a particular area of B2B tech marketing or branding that has the power to be elevated by creativity.For this one, we’re taking a bit of a departure from that, and going deep into one creative leader’s journey. Why? Because it’s equally inspiring, especially for designers out there who may not have everything figured out just yet!Dave Breckon is Creative Lead at the fintech firm Carta. In this episode, our Dave chats with his namesake about his rather unconventional career path, from growing up in a creative family, starting out in photography, working in various studios in the UK and Spain, transitioning from freelance work to in-house roles at tech firms in Europe and the US.Listen to Dave’s story, and you start to understand the importance of adapting to different cultures, embracing uncertainty, and fostering collaboration. It also offers valuable advice for aspiring designers on navigating the design industry and finding personal fulfilment in their careers.And the great news? This is only part one! In part two, we delve into how Dave’s career has shaped his perspective on the current design and creative landscape. Just like this one, it’s not to be missed.Timestamps:00:00 Introduction and Warm Welcome01:07 Early Career and Creative Beginnings01:52 Family Influence and Creative Environment09:06 Passion for Photography and Education13:20 First Steps into Design and Freelancing16:21 Transition to Design Studios and Learning20:35 Life in Spain and Career Growth24:20 Return to the UK and Agency Work27:14 Embracing Startup Culture33:46 High Salaries and Remote Work Challenges34:45 Creative Company Culture and Remote Events35:56 Transition from Office to Remote Work38:36 Cultural Differences in Work Environments46:58 Career Journey and Mentorship01:01:29 Advice for Aspiring Designers01:05:33 Conclusion and Future Discussions Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades. He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent’s unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement. In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:How Vincent transitioned from branding bars and food trucks to tech startupsThe challenges of establishing a brand when a company has found product-market fit and is scaling rapidlyKey first steps to take when you need to build a brand fastHow to get buy-in across the company and turn everyone into "brand cheerleaders"Partnering with product marketing to align brand and productEngaging engineers and developers who are typically harder to reach with brandCollaborating cross-functionally and getting the C-suite aligned with the brand visionAdapting the Fivetran brand for the enterprise market while retaining its distinctivenessThe importance of brand flexibility and rolling with unexpected sources of brand affinityWhat's next for the Fivetran brand as the company continues its rapid ascentTimestamps:00:00 - Introduction and Vincent's background 03:51 - Joining Blend and Fivetran amidst hyper-growth06:12 - First steps to building the brand foundation 09:22 - Getting company-wide brand buy-in 14:18 - Aligning brand with product marketing 17:34 - Engaging technical audiences with brand 21:35 - Cross-functional collaboration on brand 25:28 - Tailoring brand for enterprise without losing soul 30:44 - Leveraging organic sources of brand affinity 33:49 - The future of the Fivetran brand 35:36 - ConclusionSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Here's the second of our new Byte-Size episodes! These are little natters between our team at Shaped By, on...well, anything really. Mostly related to creativity in B2B, But maybe the odd one about cake or something.In this one, hosts Nick Farrar, Founder and CEO, and Alex Waite, Marketing Director at Shaped By, dissect key insights from the Bring Your Own Bold (BYOB) Virtual Summit. Themes include the importance of authentic and bold branding in the B2B sector, strategies to stand out in competitive markets, and the resurgence of brand investment. They also discuss the pivotal role of AI in business, touching on both the opportunities and challenges it presents. 00:00 Introduction to the podcast00:14 Reflecting on the BYOB Virtual Summit01:37 Defining and Embracing Boldness03:13 The Importance of Authenticity and Differentiation07:18 Key Themes from the Summit09:22 The Renaissance of Brand Focus13:43 Aligning Brand with Audience Values15:13 Unexpected Insights from CMOs and CFOs16:46 Bridging the Gap: Marketing and Finance Collaboration19:57 AI in Business: Opportunities and Challenges22:27 The Future of AI: Navigating Rapid Changes24:41 The Strategic Importance of Brand26:35 Female Leadership in a Male-Dominated World28:32 Conclusion and Where to Watch MoreCheck out all the sessions from Bring Your Own Bold here: https://shaped-by.com/byob-event/Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Li-Anne Dias is a design leader who has shaped world-class brands and led high-impact design teams. Currently she leads brand and enterprise growth design at Handshake, a software firm that enables schools, companies, and students come together to help students and recent grads make career moves. Her previous achievements include building Reddit’s first brand identity and design systems as the company’s first brand designer, and scaling Grammarly’s brand design team as the company grew revenue growth from $43M to over $250M.In episode 46 of The Changemakers, Li-Anne sits down with Dave to share her thoughts on what goes into making great creative work.They discuss her journey in brand design, insights on balancing creativity with strategy, and the significance of iterative processes and embracing failure. They also delve into the role of creative leaders in maintaining hands-on involvement and evolving a brand. They chat about how Leanne's experience at Handshake, including their successful rebrand, highlights the importance of perseverance and collaboration in achieving great creative outcomes.00:00 Introduction to the Podcast and Guest00:59 Defining Great Work01:37 The Role of Creative Leaders02:46 Conversation with Leanne Diaz Begins03:20 Leanne's Journey and Experience07:57 Making Great Work Happen17:58 The Importance of Strategy in Creative Work24:02 Leveraging Past Insights for New Projects26:08 The Creative Director's Journey27:33 Balancing Leadership and Hands-On Work35:48 The Importance of Brand Voice42:42 Achieving Great Work Through Team Effort47:07 Concluding Thoughts on Great WorkSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️