For the past fifteen years, Felice has worked with small teams all over the world to design brands, products, and marketing and advertising campaigns that are beautiful, impactful, and meaningful. But all he really cares about is doing good work with good people.

He facilitates, researches, empathizes, creates systems, writes, scribbles, daydreams, picks colors, and pushes pixels while juggling business goals, handling project constraints, and designing for excellence — all with ethics.

Summary:

In this conversation, Felice Della Gatta and Kevin Mooney explore the nuances of design, branding, and the evolution of a freelancer into a collaborative role. They discuss the importance of understanding clients, the balance between product and brand marketing, and the challenges of defining what 'right' means in design. The dialogue emphasizes the need for creative confidence, the value of community, and the significance of feedback in the design process.

In this conversation, Felice Della Gatta and Kevin Mooney explore the intricacies of client relationships in the design industry, emphasizing the importance of respect and understanding in the creative process. They discuss the challenges freelancers face in maintaining authority while managing client expectations and feedback.

Find Felice:

https://felicedellagatta.com/

https://www.linkedin.com/in/felicedellagatta/

Affiliate Links:

Webflow: https://try.webflow.com/1p91anb2byd3

Bloom: https://bloom.cello.so/hXX9A7c0zQc

Chapters:

00:00 The Informal Podcasting Approach

00:00 Building Connections Through Conversations

00:20 The Value of Casual Conversations

02:50 Understanding Clients Beyond Design

05:37 The Role of Product in Branding

08:33 Brand Marketing vs. Product Marketing

11:14 The Journey of a Freelancer

13:55 Shifting Perspectives on Freelancing

16:38 The Desire for Community and Collaboration

19:31 Defining 'Right' in Design

21:59 The Challenges of Team Dynamics

24:42 Finding the Right Fit in Hiring

27:22 Reaping the Benefits of Experience

29:59 Navigating Client Relationships

38:16 The Nuances of Branding and Perception

40:51 The Importance of Input in Creative Processes

43:54 Selling Ideas vs. Selling Products

51:23 Creative Confidence and Responsibility

57:12 Navigating Client Relationships and Feedback

01:07:38 Client Relationships and Respect

01:11:53 The Role of the Consultant

01:16:52 Working with Small Businesses

01:22:55 Balancing Operations and Authority

01:30:13 Lead Generation Strategies

01:41:49 The Value of Conversations

01:44:27 Creating Meaningful Content

01:51:47 Navigating the 7-11-4 Rule

01:55:43 Finding Purpose in Change

02:06:15 Embracing New Opportunities

Takeaways:

- Casual conversations can lead to valuable insights.

- Understanding clients' backgrounds is crucial for effective design.

- Product quality often outweighs brand in early stages.

- Brand marketing should complement product marketing.

- Freelancing can evolve into collaborative opportunities.

- Community and connection are vital for growth.

- Design excellence requires teamwork and shared values.

- Team dynamics can significantly impact project outcomes.

- Defining 'right' in design is subjective and challenging.

- Input quality is essential for creative output. I have the utmost respect for my clients, all of them.

- I am very selective with my clients because I've worked in companies that were creating misery.

- Clients are very close to the work, which can be both good and bad.

- I have a very good example of what not to do, who not to work with.

- I share with you everything that I know, and then I step back.

- I want to enable people and help them get to their goals.

- Everything in business comes down to lead generation.

- I want to create content that aligns with my values.

- I want to uncover opportunities and enable people.

- I trust that I am where I need to be right now.

Marcelo Russo is an Argentine-born visionary dedicated to helping people and ideas find each other — blending technology, empathy, and strategy to make others smarter and more connected.

He is the Co-founder of Fri3nds Agency.

Find Marcelo:

Website: www.fri3nds.com

Instagram: @themarcerusso

X: @themarcerusso

LinkedIn: Marcelo Alejandro Russo

Affiliate Links:

Webflow: https://try.webflow.com/1p91anb2byd3

Bloom: https://bloom.cello.so/hXX9A7c0zQc

Chapters:

00:00 Admiring Brilliance: A Conversation About Leadership

05:21 From Tech to Creativity: Marcelo's Journey

10:25 Building a Creative Agency: The Friends Agency

15:14 Navigating Growth: From 17 to 4

20:33 The Challenge of Scaling: Retaining Talent

29:45 Navigating the Challenges of Agency Management

35:30 Establishing Guiding Principles for Team Dynamics

42:25 The Role of Organizational Health in Business Success

52:57 Learning from Past Mistakes: Growth and Adaptation

01:01:19 Ego and Opportunity: Expanding Business Verticals

01:07:44 The Importance of Cohesion in Teams

01:13:40 Navigating Client Engagements

01:20:23 Creating Productive Friction

01:28:21 Transformative Relationships and Personal Growth

01:39:18 Dog Tales and Personal Connections

01:46:25 Networking Adventures in New York

01:50:53 The Value of Authentic Connections

01:58:50 Breaking the Ice: Vulnerability in Conversations

02:06:01 The Nature of Conversations

02:11:15 The Role of Hobbies in Life

02:19:58 The Pressure of Monetizing Hobbies

02:26:49 Finding Joy in the Process

Takeaways:

• The importance of networking and relationship building in business.

• The significance of protecting and supporting your team as a leader.

• The balance between technology and creativity in agency work.

• The transition from a large team to a smaller, more efficient core team.

• The importance of trust and transparency in team dynamics.

• Navigating challenges during downsizing and maintaining growth.

• The role of accountability in business relationships.

• Hiring principles that prioritize cultural fit and friendship.

• The value of building personal relationships in business.

• The significance of organizational health in team success.

• The intersection of business strategy and creativity in agency work.

• The importance of open communication with clients.

• Learning from mistakes and viewing them as growth opportunities.

• The need for strategic thinking in client engagement.

• The balance of creativity and operations in agency work.

• The importance of client retention and relationship management.

• Overcoming the fear of public speaking can lead to new opportunities.

• Networking can be transformational and energizing.

• Community connections can provide endless optimism for the future.

• It's important to focus on personal connections rather than just business.

• Balancing creativity with business demands is crucial for satisfaction.

• Hobbies should be pursued for joy, not just as potential businesses.

• Finding the right partners can enhance personal and professional growth.

• Your network can significantly impact your success and happiness.

• Pursuing passions can lead to unexpected opportunities and connections.

Mauro Medina Susarrey is a Brand Designer & Creative Director with over 15 years of experience working at the intersection of creativity and strategy. His career has been guided by curiosity and a willingness to explore the unknown—qualities that have taken him across industries, disciplines, and countries.

Early in his journey, Mauro co-founded a design studio (2009–2014) where he collaborated with clients in entertainment, tech, data analysis, medical, sports, food supplements, consumer goods, festivals, and non-profits. During this time, he also worked as a production designer on commercials and music videos, including projects for The Format and Pontiac. These experiences exposed him to the many layers of design and storytelling, inspiring him to see brands not as one-dimensional but as living, breathing ecosystems.

Over the years, Mauro has worked across photography, film, motion graphics, sound design, web development, and brand strategy. This multidisciplinary background gives him a 360° perspective on how brands come to life across different mediums and contexts. His portfolio spans global collaborations with clients such as ConsenSys, CoinMarketCap, Formosa Group, and Facebook, and his projects have taken him to cities like Los Angeles, New York, San Francisco, London, Singapore, Paris, and Mexico.

Today, Mauro runs a design studio alongside his wife, an architect and interior designer. Together, they focus on bridging the Gap of the tangible and intangible sides of branding—crafting strategies, environments, and experiences that bring brands to life in a holistic way.

Find Mauro:

Website: https://kult.mx

Linkedin: www.linkedin.com/in/maurodesigner

Instagram: https://www.instagram.com/bymauro.mx/

Instagram Kult: https://www.instagram.com/studiokultmx/

Affiliate Links:

Webflow: https://try.webflow.com/1p91anb2byd3

Bloom: https://bloom.cello.so/hXX9A7c0zQc

Chapters:

00:00 The Journey Begins. From Mexico to Graphic Design

09:52 Facing Challenges: The Impact of ESL Classes

20:05 The Shift to Strategy: Learning and Unlearning

30:08 Deepening Understanding: The Role of Client Relationships

33:14 The Birth of a Brand

34:05 Navigating Client Relationships

37:21 From Jack of All Trades to Specialization

43:31 Transitioning to Ensenada

46:14 Cultural Shifts in Design

51:49 Building Relationships in Business

01:05:40 Emotional Connections in Branding

01:09:28 Reading Visual Cues for Emotional Connection

01:10:44 The Importance of Authentic Client Relationships

01:12:00 Cultural Shifts in Design and Branding

01:14:02 Challenges in the Tech Industry

01:15:55 The Role of Empathy in Tech Branding

01:16:50 Navigating Software Limitations and Client Needs

01:23:00 The Frustration with Automated Customer Service

01:24:42 The Ethical Dilemma of AI in Design

01:29:39 Generational Perspectives on Technology and Relationships

01:39:30 The Cynical Nature of Brands and Consumer Relationships

01:40:28 Revisiting Brand Ethics and Responsibility

01:43:50 The Ethics of Design in Modern Society

01:47:29 Resilience and Sticking to Your Principles

01:50:33 Navigating Client Relationships and Strategy

01:57:23 The Importance of Context in Strategy

02:08:45 The Power of Design and Community Influence

Takeaways:

- Recognizing effective strategies can be challenging.

- Shifting perspectives is crucial for achieving better results.

- Initial skepticism is common when encountering new strategies.

- Mindset shifts require effort and awareness.

- It's important to acknowledge when something is better.

- The conversation highlights the difficulty of change.

- Effective strategies often come with a learning curve.

- Understanding the point of contention is key to progress.

- Embracing new ideas can lead to significant improvements.

- The journey of recognizing better strategies is ongoing.