Welcome to the premiere episode of The Intangible Brand—a podcast exploring how internal culture and employee experience shape the brands people trust, remember, and return to.

We’re starting with co-host Carl Winstead, Partner and Chief Experience Officer at Cline Design Associates. With a background in architecture and a passion for experience design, Carl has dedicated his career to shaping not just spaces, but how people experience professional service firms from the inside out.

In this episode, Carl discusses:

• Launching the podcast and introducing Carl Winstead, CXO at Cline. (00:00)
• Carl’s early inspiration: how architecture created emotional impact. (02:00)
• Career shift from running a firm to leading experience strategy. (05:30)
• Creating the CXO role in a traditionally design-focused industry. (09:00)
• Why experience is central to both client and employee success. (12:15)
• Rethinking “corporate” culture in creative workplaces. (15:20)
• The brand is the experience, not just the portfolio. (19:00)
• Happy teams create happy clients, and vice versa. (22:30)
• The podcast as a tool for community and shared learning. (24:00)
• Carl’s core belief: grow people to grow impact. (27:00)

Guest Bio: Carl Winstead is Partner and Chief Experience Officer at Cline Design Associates. His work bridges physical space, leadership, and brand—helping firms design experiences that align with values and drive long-term growth.

🔗 Connect with Carl

Resources Mentioned:
🔗 Cline Design Associates