EPISODE · Aug 16, 2021 · 40 MIN
Fe Amarante | Closer to the Heart of the Brand | E27
from BRANDERMAN · host Hernán Braberman
Fe Amarante is a Brazilian designer and currently Sr. Creative Director & Head of Brand Design at Danone North America.Fe has extensive experience in brand building, consumer brands, identity development, and brand world creation, alongside life skills around acting as a diplomat and interpreter between business and creative languages.In this episode, we discuss why bringing a human approach to the way creative ideas are born, nurtured, and grown is key to achieving great design solutions. She also explains why a lot of times the design logic doesn’t follow the consumer feeling. And she shares with me why she thinks the client-agency model is broken and the potential solutions to fix it.Fe has crafted and re-imagined identity systems and brand worlds for global iconic brands. She has also helped various organizations find their true authentic expressions, translated to the world through design.*Closer to the Heart (Rush) - acoustic fingerstyle cover by Daryl ShawnResources:Fe Amarante LinkedInDanone North AmericaPrint interviewOikos redesignFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox
What this episode covers
Fe Amarante is a Brazilian designer and currently Sr. Creative Director & Head of Brand Design at Danone North America. Fe has extensive experience in brand building, consumer brands, identity development, and brand world creation, alongside life skills around acting as a diplomat and interpreter between business and creative languages. In this episode, we discuss why bringing a human approach to the way creative ideas are born, nurtured, and grown is key to achieving great design solutions. She also explains why a lot of times the design logic doesn’t follow the consumer feeling. And she shares with me why she thinks the client-agency model is broken and the potential solutions to fix it. Fe has crafted and re-imagined identity systems and brand worlds for global iconic brands. She has also helped various organizations find their true authentic expressions, translated to the world through design. *Closer to the Heart (Rush) - acoustic fingerstyle cover by Daryl Shawn
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Fe Amarante | Closer to the Heart of the Brand | E27
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