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.

José Caballer is Designer, creative director, educator, and entrepreneur, known for blending design thinking with business processes to help organizations and creative professionals thrive.With over 28 years of experience in design and digital technology, Jose started his journey at the Art Center College of Design and became a Design Director at Razorfish during the dot-com boom in 1997. In 2001, he founded The Groop, a creative agency that earned recognition as one of the Inc 500 fastest-growing companies.In 2012, José pivoted towards education with the launch of The Skool, an innovative platform that later became The Futur, where he focused on teaching business skills to creatives. His work at the intersection of design, business, and technology led him to ConsenSys in 2017, where he integrated blockchain solutions into design frameworks.José founded The Systm, focusing on developing high-performance work methodologies, inspired by design thinking, startup frameworks, and his passion for aligning personal growth with business success. Through The Systm, José coaches creative leaders on optimizing workflows and building sustainable, innovative businesses.As a coach, facilitator, and mentor, José’s mission is to revolutionize how work is done by empowering individuals to align their mind, body, and spirit with their professional pursuits, creating high-fidelity, collaborative teams that thrive in the 21st century.

Find José:

https://thesystm.co/

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

https://www.instagram.com/josecaballer/

Affiliate Links:

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

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

Chapters:

00:00 Navigating Burnout: A Personal Journey

14:00 Lessons from the Universe: Co-Creation and Self-Discovery

27:43 Building Community: The Intersection of Purpose and Connection

30:59 Cultural Reclamation and Film Development

31:24 Pursuing Passion Projects

32:22 Life Transitions and Daily Rituals

33:22 The Great Reset: Finding Clarity

35:12 The Joy of Podcasting

36:37 Sacrifices for Passion

37:01 Building a Community and Finding Value

38:40 Launching a School and Creating Value

41:02 The Importance of Belief and Execution

42:45 Providing Value and Asking for Money

43:42 Unique Perspectives on Brand Strategy

45:30 Building Cohesive Teams

48:14 The Playground of Ideas

50:02 Collective Health and Organizational Purpose

52:31 Future-Proofing Through Community

55:35 Defining Purpose in a Collective

57:12 Navigating Imposter Syndrome

58:54 The Role of Community in Execution

01:01:14 Navigating Identity and Accountability

01:03:33 Understanding Organizational Dynamics and Personal Trauma

01:07:09 The Evolution of Creative Work and Personal Growth

01:11:02 Redefining Work and Life Around Essence

01:14:01 Creating Community and Sharing Stories

01:16:15 Developing Core Concepts and Personal Goals

Takeaways:

- Burnout can stem from overwhelming responsibilities and lack of self-care.

- Coaching can provide valuable insights and support during personal crises.

- Creating a community can foster collective growth and accountability.

- Self-discovery is a continuous journey that requires vulnerability and honesty.

- Authenticity in one's work leads to greater fulfillment and impact.

- Setting boundaries is crucial for maintaining mental health and well-being.

- The importance of sharing personal stories to connect with others.

- Navigating the complexities of identity and societal expectations is essential for growth.

- Embracing change and uncertainty can lead to new opportunities.

- Collaboration and co-creation can enhance personal and professional development.

Amit Shetty is a creative lead, strategist, curious explorer, and mentor on a journey from the bustling lanes of Hyderabad to the global stage of design.

His story includes thirteen years of translating complex puzzles into scalable, human-centered solutions across SaaS, healthcare, and beyond.

His roots run deep in both design thinking and visual storytelling, forged first in animation studios, then shaped leading product design for millions of users.

In this conversation, Kevin Mooney and Amit Shetty explore how AI is reshaping creativity while underscoring the irreplaceable value of human imagination. They discuss intention and impact in communication, branding challenges, and understanding client needs, along with balancing budgets in creative projects. Storytelling is highlighted as essential in branding, and marketing is seen as an evolving landscape where technology and humanity must coexist. They also cover user experience—prioritizing simplicity and convenience, the role of loyalty programs, and frameworks that guide design solutions. Generational shifts, especially growing awareness of mental health and the need for foundational design skills, are noted. Finally, they stress authenticity and direct communication in content creation and professional interactions.

Find Amit:

LinkedIn: www.linkedin.com/in/itsamyth/

Instagram: www.instagram.com/its_a_myth/

Affiliate Links:

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

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

Chapters:

00:00 The AI Conversation: A New Era

02:50 Creative Industry Evolution: AI's Role

05:34 The Human Touch: Meraki in Creation

08:34 Branding and Therapy: Understanding Client Needs

11:07 Intention vs. Impact: The Core of Communication

13:49 Navigating Budget Constraints in Creative Projects

17:03 The Balancing Act: Quality vs. Cost

19:36 The Importance of Storytelling in Branding

22:45 The Role of Experience in Design

25:25 The Evolution of Marketing: Trends and Impact

28:19 The Future of Design: Bridging Technology and Humanity

59:22 User Experience and Convenience

01:02:01 Understanding Loyalty Programs

01:02:58 Frameworks and Their Importance

01:06:07 The Role of Communication in Design

01:07:50 Value in Conversations

01:09:29 Connecting with Younger Generations

01:12:36 Generational Perspectives on Work

01:17:03 Mental Health and Adaptability

01:21:26 The Importance of Foundational Skills

01:24:11 The Evolution of Design and Technology

01:29:09 Exploration in Content Creation

01:34:47 The Role of Authenticity in Content

01:45:18 The Value of Direct Communication

Takeaways:

- AI is a hot topic, but human creativity remains essential.

- The concept of 'Meraki' emphasizes putting soul into work.

- Branding requires understanding the client's story and needs.

- Intention and impact are crucial in communication.

- Budget constraints can limit creative solutions.

- Quality of the product is paramount for success.

- Storytelling is key to effective branding.

- Experience in design leads to more efficient solutions.

- Marketing trends come and go, but core values remain.

- Balancing technology and humanity is the future of design.

- User experience should prioritize convenience and simplicity.

- Understanding loyalty programs is crucial for effective design solutions.

- Frameworks provide structure but should be flexible to adapt to specific projects.

- Clear communication enhances collaboration and understanding in design.

- Value in conversations is about making meaningful connections.

- Connecting with younger generations requires understanding their unique perspectives.

- Generational differences influence work ethics and priorities.

- Mental health awareness is growing among younger generations.

- Foundational skills are essential for effective design work.

- Exploration and curiosity should be encouraged in content creation.

Jacob Cass is a brand designer, strategist, educator, podcaster, business coach, community builder, flamingo enthusiast and the founder of JUST Creative, an award-winning branding & design consultancy that doubles as an industry-leading blog.

Jacob helps grow brands strategically and has worked for clients such as Disney, Nintendo and Jerry Seinfeld however he is now focused on bringing this global brand experience to smaller businesses.

For Jacob, design is a lifelong journey of continuously honing his craft, as well as empowering other fellow designers & entrepreneurs to build on theirs.

JUST Creative was created to help businesses & individuals Stand The Flock Out™ in saturated markets.

JUST Creative is an award-winning branding agency, industry-leading blog and vibrant creative community and we help brands Stand The Flock Out™.

Specializing in Brand Strategy, Identity Design, and Growth, JUST Creative caters to individuals and businesses with a bold streak — those who ‘Dare to Flair’.

Find Jacob:

Website: https://justcreative.com/

Facebook: https://www.facebook.com/justcreativedesign

Twitter: https://twitter.com/justcreative

LinkedIn: https://www.linkedin.com/in/jacobcass/

Instagram: https://instagram.com/justcreative

Affiliate Links:

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

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

Chapters:

00:00 The Journey into Design

08:45 Agency Life and Strategic Growth

17:05 The Evolution of Brand Strategy

24:43 Digital Products and Monetization Strategies

36:06 Navigating Product Development and Collaboration

38:54 The Journey of a Creative Drifter

41:21 The Rise and Fall of a Successful Blog

43:39 Adapting to SEO Changes and AI Influence

48:46 The Future of SEO in an AI-Driven World

55:35 Building the Brand Builders Alliance

01:00:05 Balancing Value and Pricing in Community Building

01:05:26 Future Plans and Ongoing Projects

Takeaways:

- Jacob's journey into design began with a high school career advisor.

- He transitioned from agency life to understanding brand strategy.

- The importance of digital products and workshops in his career.

- SEO changes significantly impacted his business model.

- Building a community requires understanding the audience's needs.

- Over-delivering can lead to burnout in community management.

- The Brand Builders Alliance focuses on community, resources, and mentorship.

- Jacob's past ventures taught him valuable lessons about business.

- He emphasizes the importance of personal branding and unique value.

- Future projects include a major summit and continued community growth.

Bryan is an unorthodox autodidact Brand Strategist & Creative Director at http://archimedes.agency, educator @ "Creativos Empodera2" creative academy (Spanish language), host @ The Brand Rehab Podcast, host @ The Archimedes Effect Podcast, producer @ The Jehu Garcia Podcast. He's half chaotic creative and half structured strategist. He has a passion for innovation, education, creative design, and venturing out into the unknown.

Find Bryan:

https://exponential-brand-growth-qw7mv8d.gamma.site/

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

Affiliate Links:

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

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

Chapters:

00:00 The Unexpected Journey of Education

02:38 Navigating Life's Challenges and Opportunities

05:09 The Role of Identity and Culture in Personal Growth

07:38 From Zero to One: Overcoming Barriers

10:19 The Evolution of a Designer's Journey

12:50 The Intersection of Art and Design

15:15 Learning Through Persistence and Experience

17:48 The Importance of Strategy in Design

20:23 Understanding the Difference Between Art and Design

23:07 The Role of Self-Perception in Professional Growth

25:29 Building a Successful Business from Scratch

33:09 The Value of Formal Education in Design

33:54 Understanding the Unknown Unknowns

35:37 The Importance of Strategy in Design

37:17 Learning Strategy: The Core Framework

38:15 The Journey to Elite Education

41:58 The Impact of Brand Strategy on Design

45:42 Design as a Business Tool

50:26 The Role of Design in Business Success

53:07 Using Strategy to Guide Client Feedback

56:44 Navigating Client Relationships and Feedback

01:02:02 The Obligation of Designers to Educate Clients

01:05:49 Understanding the Creative Mindset

01:11:11 Navigating Client-Creative Relationships

01:16:30 The Importance of Discrimination in Design

01:22:13 The Evolving Landscape of SEO and Marketing

01:28:25 Building Effective Teams for Business Success

01:34:02 The Struggles of Survival and Community Support

Takeaways:

- Education can be an unexpected journey.

- Career paths are often non-linear and filled with challenges.

- The phrase 'fake it till you make it' can be misleading.

- Role-playing can help in personal and professional growth.

- Overcoming barriers is essential for success.

- Persistence is key in learning and career development.

- Cultural influences shape our professional identities.

- Education plays a crucial role in career advancement.

- Design must be tied to business strategy for effectiveness.

- The future of design is evolving with technology.

- Design must serve the business first.

- Client feedback should be rooted in business objectives.

- Creatives need the freedom to do their work.

- Understanding the distinction between art and design is crucial.

- Business owners often lack an eye for good design.

- Building trust with your creative team is essential.

- Survival struggles can hinder creativity.

- A team is necessary for effective branding.

- Discrimination in design can be positive when discerning quality.

- Creatives think and work differently than business owners.

Heather Crank, an award-winning visual artist and designer, is celebrated for her remarkable versatility and creativity. She skillfully bridges fine art and business, capturing audiences with dynamic films showcased at prestigious venues like the Guggenheim and the SUPERNOVA Animation Festival. With an impressive clientele spanning technology, film, music, and education, Heather’s work exemplifies exceptional skill in both motion, graphic design and Gen Ai. Heather holds a BFA in graphic design from the California College of Arts, and is a recipient of the Adobe Achievement Award as well as a silver IDA.

A leader in Gen AI Heather has given multiple talks about the future of creativity including the Groundbreakers Summit, in Denver, Co and the University of Southern California Creative Summit "Riptide". In 2022 Heather had the privilege of being profiled by Debbie Millman in her ongoing exploration called "What Matters". In 2023 Heather taught her first Adobe Live focused on Storyboarding in Adobe Firefly. She is also a collaborator/co-founder of the podcast "The Developing Life" focused on interviewing creative thinkers, empathic leaders and the ethical use of AI.

Find Heather:

https://crahmanti.com/

https://www.linkedin.com/in/heather-crank-crahmanti/

https://www.instagram.com/heathercrank/

Affiliate Links:

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

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

Chapters

00:00 Introduction and Background

02:45 Heather's Journey to Bend

05:32 Family History and Local Roots

08:14 Career Path and Motion Design

10:51 Transitioning to AI and Current Work

13:31 The Evolution of Motion Design

16:25 The Impact of AI on Creative Industries

19:27 Future of Motion Design and Industry Trends

28:55 Navigating AI Tools for Production

31:26 The Human Element in AI Production

34:54 The Future of AI and Consciousness

37:59 The Complexity of AI Intelligence

42:20 Human Connection in an AI World

46:05 Understanding Personality Types and Their Impact

01:00:53 The Journey to Entrepreneurship

01:03:21 Challenges in the Agency World

01:05:18 Positive Leadership Experiences

01:11:54 Navigating Client Expectations

01:14:41 Reflections on Career Choices

01:15:41 The Intersection of Art and Technology

01:22:53 Imagining a Different Path

01:26:05 The Value of Authentic Conversations

Takeaways

- Heather has deep family roots in Bend, being a 'Bend founder'.

- She transitioned from a career in modern dance to motion design.

- AI has become a significant part of her creative process.

- The creative industry is evolving with the influx of new talent in Bend.

- AI is a powerful tool for automation but cannot replace human creativity.

- Understanding design principles is crucial for effective use of AI.

- Community plays a vital role in supporting creative professionals.

- The future of AI in design is uncertain but holds potential for growth.

- Human connection remains essential in a tech-driven world.

- Heather emphasizes the importance of asking the right questions in design.

- Heather identifies as an INFJ, while Kevin is an ENTP.

- Kevin describes himself as an introverted extrovert.

- Heather loves community but finds social interactions exhausting.

- INFJs often attract people naturally, unlike Kevin.

- Kevin's wife, also an INFJ, needs social interaction to recharge.

- Heather discusses the challenges of working in a competitive agency environment.

- Leadership style significantly impacts team dynamics and morale.

- Heather emphasizes the importance of understanding individual motivations in the workplace.

- Kevin reflects on the financial pressures that shape career choices.

- Heather is exploring the intersection of AI and art in her creative process.