Join designer Alex Center as he shares his inspiring career spanning 18 years, crafting the identities of some of the world’s most iconic brands. From his transformative experiences at Coca-Cola to the bold decision to step away from a corporate giant to embark on the entrepreneurial path, Alex’s story is a testament to reinvention and resilience. Through the highs and lows of launching his own company, he discovered that the most rewarding and transformative project wasn’t a product or a campaign—it was the process of rediscovering and building a deeper connection with himself.

Alex Center is a Brooklyn-based designer and founder of the award-winning branding company CENTER. Prior to launching his own studio in 2018, he spent a decade working for The Coca-Cola Company, where as Design Director he led the vision for the beverage brands vitaminwater, Powerade, and smartwater.

Over his career, Alex has helped build several billion-dollar brands, designed packaging that has been in the hands of millions and given keynote talks all around the world. Today, he and the team at CENTER are playing at the center of culture, partnering with icons like Apple, New Balance and Coinbase, startups like Kin Euphorics, Magic Spoon and Liquid Death and building new to world brands like United Sodas of America, Ayoh and Bero.

Alex is also a mentor at the SVA Masters in Branding program and cohost of the wildly popular podcast, Front & Center. In his shrinking personal time, he enjoys rooting for New York teams that wear orange and blue while spending time with his wife Jacquelyn De Jesu and their zero kids and zero pets.