Inside Center and its bold and striking approach to branding

The work of Alex Center and his eponymous studio, Center, is like a highlight reel of the big, the bold, and the colourful in branding. Originally from Oceanside, New York – some 20 miles from New York City – the designer spent over a decade working at the Coca-Cola Company building brands such as Vitaminwater, Smartwater and Powerade. In 2018, he decided that he wanted to bring his pop culture influences to his own projects, founding a space that integrates identity, typography, illustration, motion and packaging design.

Be it a project with a globally known brand such as Apple or New Balance, or an identity for a newer name such as Magic Spoon or Kin Euphorics, Center puts its clients at the centre of culture. New Balances are made to feel as though they’re synonymous with basketball, as Kawhi Leonard becomes the ‘fun guy’ holding them below the rim; and the Australian dining spot Good Thanks have their casual vibe cemented with fun, irreverant illustration and cursive type. No matter what it is, Center’s work enables brands to establish, shift, and evolve. “We love to partner with people we believe are creating a positive change,” Alex tells us. “We champion values the world needs more, and love working with those who are adding something unique to the planet,” he adds.