The Changemakers

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!✌️

Welcome to 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, Dave and Alex, Shaped By's marketing director, chat about the agency's annual virtual summit, 'Bring Your Own Bold' (BYOB), scheduled for October. The event features back-to-back webinars and discussions centred on building bolder B2B brands. Dave and Alex discuss why they put the event on every year, who it's aimed at, and which of the sessions they're looking forward to. They also spill the beans on a couple of upcoming sessions that haven't been officially added to the agenda yet. Oops...Check out the Bring Your Own Bold agenda and register here: https://shaped-by.com/byob-event/It's free, and it's going to be awesome!00:00 Introduction to the Change Makers00:16 Introducing Bite-Sized Episodes00:52 Bring Your Own Bold Event Overview01:38 Why We Host BYOB04:30 Exciting Sessions at BYOB05:03 Exploring Weirdness in B2B05:57 Balancing Short and Long Term Wins10:40 Female Leadership in a Male World11:36 Positioning Creativity as a Business Driver12:50 Unlocking Your Creative Team's Ultimate Toolkit06:26 Integrating AI Tools17:50 Getting the Most Out of Your Creative Agency20:24 Adapting to Build Brands24:58 Conclusion and HousekeepingSend 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!✌️

We're stepping back into the world of big brand creativity! In this episode, Dave chats with Omar Fahmi, the creative mastermind behind Virgin Media O2 Business' in-house agency.Ever wondered what it's like to steer creativity in a corporate giant? Omar pulls back the curtain on:The challenge of combining two distinct consumer brands - and adapting them for a business audienceBuilding an agile and motivated in-house agency teamKeeping the creative spark alive in a corporate environmentThe secret sauce behind his team's "family-like" culture (spoiler: it involves innovation days and breaking down silos)Get the inside scoop on balancing short-term wins with long-term brand building, and learn how clear communication keeps this massive creative engine humming.Whether you're a creative leader, senior marketer, or just curious about the inner workings of big tech creativity, this episode is packed with actionable insights and behind-the-scenes stories you won't want to miss.Tune in for a dose of inspiration and a glimpse into the inner workings of in-house creative teams in the B2B tech world.00:00 Welcome to the Change Makers00:51 Introduction to Virgin Media O202:12 The Power of Brand Unification04:01 Clientele and Market Focus05:27 Building an In-House Creative Team07:54 In-House vs. Agency Dynamics14:10 Maintaining Brand Consistency17:01 Innovation and Engagement Strategies23:52 Marketing Team Dynamics24:47 Innovation Day Activities27:04 Showcasing Internal Work31:44 Defining Success for the Team36:45 Building a Creative Culture39:39 Challenges and Opportunities in B2B44:57 Conclusion and Final ThoughtsSend 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!✌️

Rebrand versus brand evolution. What’s the difference, and how do you determine which is right for you?In this episode of The Changemakers, Dave is joined by Nick Levesque, Creative Director at Asana, to discuss the nuances of evolving a brand expression.As Asana nears the end of its own brand refresh, it was a timely chat about the process. Nick and Dave delve into approaches to evolving brand image, the importance of distinctive brand assets, and the balance between maintaining consistency and fostering creativity.The conversation covers the challenges and strategies involved in refreshing a brand, the role of audience perception, and leveraging research to guide decisions. Nick also illustrates the careful considerations needed to align visual identity with company growth and evolving audience expectations.If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn here.00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution00:17 Introducing Nick Levesque: The Creative Mind Behind Asana's Brand Evolution02:02 The Essence of Brand Evolution vs. Rebranding03:01 Insider's View: Asana's Approach to Brand Evolution03:38 Signals and Reasons for a Brand Refresh09:25 The Strategy Behind Targeting Different Audiences16:17 The Creative Process and Agency Collaboration in Brand Evolution21:59 Balancing Consistency and Experimentation in Branding24:51 Revamping Brand Imagery: A Creative Journey25:24 The Power of In-House Creativity and Experimentation27:04 Navigating Internal Brand Evolution: Strategies and Challenges28:16 Collaborative Brand Audit: Engaging Teams for Insightful Feedback30:22 Building a Business Case for Creative Projects35:24 Distinctive Brand Assets: Balancing Innovation with Tradition41:37 Reflecting on the Rebranding Process: Achievements and Insights44:56 Dream Rebranding Projects: A Creative Director's PerspectiveSend 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!✌️

In this episode of The Changemakers, brought to you by Shaped By - our creative director Tom Ovens lifts the lid on the secret art of sound design by interviewing freelance sound designer, Adam Legg. They delve into the intricacies of sound design including the definition, the process of creation, and the difference between a ‘meh’ sound, and one that’s impactful.Sound design in a B2B space brings so much to the table. It helps to control the pace, brings emotion, and can be a real differentiator. So we unpacked it for those of you interested in how it all works.Adam gives insight into his creative process, balancing sound design with music, and offers a glimpse into how he keeps himself creatively driven. The conversation also veers into the symbiotic relationship between visuals and sound, and how a shift in their traditional sequence can result in a dynamic output.Timestamps:00:00 Introduction to The Changemakers Series00:14 Guest Introduction: Adam Legge, Freelance Sound Designer01:21 Deep Dive into the Art of Sound Design01:51 Adam's Perspective on Sound Design03:51 The Role of Music in Sound Design05:32 Adam's Creative Process08:12 The Challenge of Time Management in Sound Design10:10 The Use of Libraries and Starting from Scratch13:05 Sound Design Inspirations and Heroes18:16 Brands Excelling in Sound Design20:35 The Potential of Sound Leading the Creative Process26:11 Closing Remarks and Future CollaborationsSend 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!✌️

Even just a few years back, you would naturally think of pretty much any fintech firm as a challenger brand. A digital disruptor to a financial sector that badly needed disrupting.But today, fintech is fast becoming mainstream, if it isn’t already. And its “challenger brand” tag feels increasingly redundant, given the extent to which many established financial services firms are pivoting what they do to challenge fintech pioneers - especially when it comes to digital, UX and so on.One guest wasn’t going to cut it for such an important discussion. So for this episode, we welcome three amazing design leaders - Aaron Robbs, Creative Director at Ramp, Michael Jeter, Executive Creative Director at Stripe, and Nick Farrar, Founder and Managing Director at Shaped By.Between us, we delve into how great design can help differentiate fintech companies and build robust and memorable brand identities. Across the discussions, we also explore techniques to build trust, the power of design in gamification, and the importance of founder understanding and support in fintech.And guess what? After two years of being an audio-only podcast, you can now watch on YouTube too! Each of this episode’s three discussions is available to view over there, on Shaped By’s brand new channel. Timestamps: 00:00 Introduction and Podcast Changes00:16 The Evolution of the Change Makers Podcast01:16 The Role of Brand and Design in Fintech02:43 Interview with Aaron Robbs, Creative Director at Ramp03:56 The Importance of Design Principles and Team Dynamics16:21 The Balance Between Brand and Performance Marketing21:17 Interview with Michael Jeter, Executive Creative Director of Stripe22:57 The Role of Craft, Beauty, and Culture in Branding26:09 The Challenges of Building a Brand Around an Invisible Product26:34 The Challenge of Branding in Fintech27:54 The Role of Design in Branding28:24 The Importance of Craft and Beauty in Branding29:27 The Impact of Company Culture on Branding30:28 Infusing Technology into Branding33:22 The Power of Self-Serve Design Tools35:25 The Role of Founders in Branding35:57 The Future of Design in Fintech39:03 Interview with Nick Farrar, Founder of Shaped By40:30 Building Trust through Design49:29 The Power of Gamification in Fintech55:19 Final Thoughts on Design in FintechSend 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!✌️

Becca Chambers may be an award-winning technology brand-builder, storyteller, strategist and advisor.But when it comes down to the impact that her work has on the people that it touches, her tireless work as a neurodiversity champion and advocate is up there with any of those achievements.Becca has ADHD. She describes it as “a catalyst for my success in the creative world of brand, communications, and messaging”, and one of the driving forces behind her “scrappy get-sh*t-done attitude”.But for every Becca in the workplace, there are countless others who know their neurodivergence is a creative superpower, but don’t have the support or tools they need to thrive in their unique way. Why? Because despite all of the great strides that companies have made around diversity awareness, neurodiversity is rarely included in these conversations.Becca is on a mission to change all of that. As a parent of an autistic child, Changemakers host Dave Corlett is a huge admirer of what she’s doing to make workplaces more accessible to current and future neurodivergent colleagues. So join Dave and Becca as they deep dive into:Becca’s journey to executive level as a neurodivergent individualthe strengths that neurodiverse people bring to the workplacehow Becca has personally influenced and driven positive change at the organisations she’s worked athow the hiring process needs to change to better support neurodiverse candidates…and much more.You’ll love Becca’s infectious enthusiasm from the first minute. The best way to get more of it, and follow her journey as a neurodiversity champion, is to follow her on LinkedIn here.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!✌️

“I don’t need much sleep. And I love to take on a good challenge.”Take one look at Christian Flaccus’ resumé, and it’s clear to see that both of these things are very true indeed.He founded his first business, an e-commerce startup, in 1997 - then swiftly went and set up his own agency (whilst still remaining on his startup’s board). Not content with that, at various points during his agency life Christian also started a record label (Brave & Dizzy Records), opened (and closed) one of the first global street art online shops, and co-founded an incubator and house for dedicated dev teams for cloud-based SaaS projects called co.brick.Brave & Dizzy and co.brick are still Christian’s side-hustles. But since early 2021, his main focus has been spearheading brand design excellence at Celonis - Germany’s most valuable startup, and a pioneer in the hugely exciting and fast-growing field of process mining technology.As the company’s Chief Design Officer, Christian has taken the Celonis brand on an epic journey of disruption. But voyages like this aren’t undertaken alone. Disruption is uncomfortable for some people, and downright scary for others. So how do you bring everyone along on the journey, in ways that don’t just help them to understand why the company needs a disruptive brand - but gets them to fully buy into it, so they carry the torch as well?Join Dave and Christian as they go deep into why game-changing technology needs game-changing branding to match - and how to get your team to tune in and enjoy it in the same way that you enjoy crafting it.For more info on Celonis, check them out at celonis.de. And make sure you follow Christian on LinkedIn - he’s a really top guy and well worth connecting with. 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!✌️