S10 Episode 60: Ryan O'Neil of Sleeping At Last- The Design Of a Brand With Heart

“Music is completely emotion-driven for me. If I don’t feel it, I can’t fake it. That’s why I keep writing, to stay close to that feeling.” In this deeply reflective episode of The Design Of, Justin Ahrens sits down with musician, composer, and sonic storyteller Ryan O’Neal, best known as Sleeping At Last. With millions of listeners around the world and a body of work that’s as emotionally rich as it is expansive, Ryan shares how he intentionally designs not just music, but meaning. We explore how Ryan’s creative process is rooted in emotion, curiosity, and the desire to stay connected to what truly moves him. From writing songs inspired by the Enneagram to scoring film and television, Ryan talks about chasing wonder, navigating vulnerability, and using music as a mirror for growth. While Ryan is a musician, his approach offers powerful insights for anyone in business, branding, or leadership. His creative process models how to: + Lead with emotional intelligence, understanding the power of empathy in connection + Tell stories that resonate, by tapping into universal emotions and personal truths + Build a brand with heart, that earns trust, loyalty, and long-term impact + Design experiences that feel human, not just polished If you're trying to inspire teams, connect with customers, or create more meaningful marketing—this episode will remind you why feeling is often more powerful than strategy alone.