Koto’s secret sauce, Failures into wins, Staying Optimistic, Obsessively making - Arthur Foliard

In this episode I sit down with Arthur Foliard, Executive Creative Director at Koto, to dig into a non-linear creative career built on obsession, taste and risk. From failing his baccalauréat and moving to San Francisco barely speaking English, to bruising spells at Pentagram and Moving Brands, to helping grow Koto into one of today’s most influential studios — Arthur’s story is full of hard lessons, big wins and practical thinking for anyone working in brand and design.We cover:Growing up in Paris and teaching himself designWhy he moved to SF and how internships shaped his careerThe Pentagram and Moving Brands chapters — what nearly made him quitGoing freelance, then joining Koto and helping build the NYC studioLeading a team, culture, and creative process at scaleTypography, motion, and why “typography is the real brand”Big projects: Bolt, Amazon and the power of personality in systemsIllustration, life with son Léo, and the million-dollar question: what does his mum think?Guest:Arthur FoliardInstagram: https://www.instagram.com/arthurfoliardKoto: https://www.koto.studioSubscribe:If you liked this, subscribe to WDYMT for more honest chats with creatives. Like, comment and share — and drop a question for Arthur below.Follow WDYMT:Instagram: ⁠https://www.instagram.com/wdymt_official/⁠TikTok: ⁠https://www.tiktok.com/@whatdoesyourmumthink?_r=1&_t=ZT-94iK53fLAPFSpotify: https://open.spotify.com/show/4UQ1fAYGya2gOpUlyXSaPk⁠Subscribe on Apple Podcasts / Spotify / YouTubeProduced by: What Does Your Mum Think