Robin Goffman is all in on Designing Brand Identity

On today's episode of How Brands Are Built, host Rob Meyerson of Heirloom speaks with Robin Goffman—brand thinker, design strategist, and founder of Studio RBG—about her career path, her approach to creative work, and her experience designing multiple editions of Designing Brand Identity. Robin shares the story of how she first entered the world of design, from early hands-on tutorials in Adobe software to studying art direction at Temple University. She describes how a single introduction—through her professor, Kathy Mueller—connected her with the late Alina Wheeler and ultimately set her on the path to helping design several editions of the iconic branding book. In the conversation, Robin explains the unique challenges and rewards of book design, including the rhythm of multi-page layout, the importance of a strong grid, the process of curating case studies and imagery, and the extensive coordination required to keep a 300-plus-page reference book consistent and cohesive. She also talks about what she learned through years of collaborating with Alina—from creative rigor to the contagious sense of passion and curiosity Alina brought to every project. The episode also touches on Robin's work as a creative strategist, how she blends design with big-picture thinking, and why she believes great design is as much about listening and problem-solving as it is about aesthetic decisions. Listeners can learn more about Robin's work at robingoffman.com. Join us for a thoughtful, behind-the-scenes conversation about career beginnings, the craft of book design, and the creative lessons that continue to shape how brands are built.