FUSE Calls: Storytelling

“Don’t tell me who you are. Tell me why you are.” – riCardo Crespo

In our second edition of the “FUSE Calls" podcast series, Informa Creative Director Dan Madinabeitia sat down with riCardo Crespo, Chief Creative Officer and Brand Design Lead withTh13teen and Jackknife Design, to talk about storytelling.

FUSE Calls is a series of interviews where the FUSE team literally picks up the phone and calls disruptive design and brand strategy leaders across the globe - some of whom will be speaking at our upcoming FUSE 2016 Conference in Miami this spring. Dan will also be dialing in to speak with the very esteemed members of our FUSE community. Our goal is to share insight, promote design-thinking and hopefully inspire anyone interested in branding and design as it relates to strategic vision. 

In this session of FUSE Calls, riCardo shared key insights into how storytelling is so important when it comes to design and brand strategy. According to riCardo, storytelling is a key aspect to the branding paradigm. In fact, attributes of storytelling are great metaphors to inform best practices in design, brand strategy & development.

“As a formally trained Designer and Art Director, what I’ve found is through my design career, I was actually designing moments in a story that I was inadvertently telling,” he said. “And as I became more tenured in the business, it became clearer and clearer to me how story and storytelling had many attributes that were very similar to branding.”

To listen to the full podcast, click here: http://bit.ly/1SSv9mv

To download the interview transcript, click here: http://bit.ly/1U7U9oU

Want to hear more on the topic of storytelling? Don’t miss FUSE 2016 April 4-6 in Miami, FL. For more information about the conference or to register, visit the website: http://bit.ly/1Xy2dzg

Interviewer Dan Madinabeitia is Creative Director and Brand Advisor at Informa, the Global Information Corporation responsible for facilitating business events such as FUSE 2016.



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