Explorez tous les épisodes du podcast The Changemakers
| Titre | Date | Durée | |
|---|---|---|---|
| A tech brand built with care, effort and craft: Sara Lundberg, Clay | 14 Sep 2026 | 00:35:25 | |
Few B2B brands earn the kind of reputation Clay has built. A lot of that comes down to Sara Lundberg and her team. Sara is Manager of Brand & Web Creative at Clay, where she leads the team behind Clay’s super-distinctive, instantly recognisable brand identity. In a first for The Changemakers, Dave sits down with Sara live in London to trace how Clay built a brand people recognise before they even see the logo. Sara walks through her own route into the role, via design school in San Francisco and a stint building Webflow University as a sub-brand within Webflow. She talks about the early decision to hire an illustrator, Hudson Christie, before Clay had a salesperson or a line of revenue, and why founders Varun and Karim have stayed close to Clay's storytelling from day one while leaving the finer creative calls entirely to the team. They get into:
This one is a must-listen for anyone building a brand inside a fast-moving firm, and proof that a small, trusted design team can build something that bigger companies spend years chasing. This episode was recorded live in London, watch the full episode here. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Creating scalable systems through content engineering: Josh Ritchie, Column Five | 01 Sep 2026 | 00:52:06 | |
Every now and then on The Changemakers, we like to invite our fellow agency-land buddies along for a chat about their perspective on the B2B world. On this one, Dave sits down with Josh Ritchie, co-founder of Column Five and host of the excellent Best Story Wins podcast. Dave and Josh unpack the shifting landscape of B2B tech marketing, diving into why modern marketing organisations are shrinking into senior clusters, how AI and content engineering are redefining content production, and why rigid brand consistency is less important in today’s world (as long as you’re authentic). They also discuss the transition from traditional SEO to LLM optimisation, the secret to creating scalable content systems, and why building a powerful brand narrative is the ultimate moat in today's market. 🎧 If your content strategy needs a rethink, this is the episode for you.
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Creative leadership in the age of AI: Matt Price, tem | 27 Jul 2026 | 00:55:50 | |
Creative leadership doesn't look like it did in 2023. Matt Price would know. Matt first joined The Changemakers back in May 2023 to talk about mastering the art of creative leadership. Since then, he's left Checkout.com, landed at AI-powered energy platform, tem as VP of Brand and Creative Design, and watched B2B marketing shift under his feet. In this follow-up chat, host Dave Corlett asks Matt what's actually changed - for him, for his team, and for the brands he works with. They get into:
If you want to know what creative leadership actually demands right now, this is the episode for you. 🎧 Listen now
00:00 - Catching up with Matt and his transition to tem. 03:10 - What is tem? Dissecting the B2B tech energy platform. 06:10 - Injecting emotion into B2B. 11:23 - How AI changes creative leadership from output tracking to quality raising. 13:29 - Why 75% perfection beats slow execution. 18:38 - How tem built a custom AI operating system for creativity. 25:11 - Why off-the-shelf tools aren't enough. 31:26 - Why B2B needs generalist specialists. 37:37 - Ditching the 9-month rebrand in favor of continuous brand evolution. 47:54 - The future of in-house teams, from service departments to intelligent creative systems. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How to find and express your brand voice at scale: Ryan Hammill, First Overall | 16 Jul 2026 | 00:48:24 | |
What does it actually take to build and scale a B2B brand voice that cuts through the noise? On this episode of The Changemakers, Dave Corlett sits down with Ryan Hammill - Principal and Founder of First Overall and former Creative Director at Amazon, AWS, and ServiceNow - to talk about building a B2B brand voice strong enough to stop people in their tracks and keep them coming back for more. Ryan opens up about surviving an Amazon MBA, the tricky balance between product features and human emotion, and the lessons behind building massive global campaigns for the NFL, Formula One, and beyond. We unpack:
If you're a B2B marketer or creative tired of playing it safe, this conversation is required listening. 🎧 Get stuck in now To see some of Ryan's work, visit his website.
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Leading a global scale-up through hypergrowth: Stuart Shingler, Legora | 09 Jun 2026 | 00:45:00 | |
In the latest in our mini-series of episodes focused on navigating the “scaleup inflection point”, Dave Corlett sits down with Stuart Shingler, VP Marketing at Legora, to unpack one of the most remarkable growth stories in tech. After over a decade of experience building marketing functions at category-defining companies including Klarna, Tink, and Visa, Stuart joined Legora when it was still a small (but growing) AI platform for lawyers called Leya. Under his expert guidance, they rocketed to $100M ARR faster than almost any company in history. Approaching that critical inflection point signalled something major for the company’s founders; their brand wasn’t keeping pace with the rapid growth they were experiencing in Europe. So as they entered another huge market - the US - they took the bold step of rebranding to Legora. And they haven’t looked back since. Stuart shares how they navigated such a high-stakes rebrand whilst still very much in hyper-growth mode. He and Dave also get into:
Whether you're a founder scaling a startup or a marketer trying to find an authentic voice in the AI noise, this conversation is a masterclass in building a brand that's as sophisticated as the technology behind it. 🎧 Listen now Timestamps
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Protecting your brand voice as you grow: Justin Ballantine, Shaped By | 01 Jun 2026 | 00:44:06 | |
In this episode of The Changemakers, Dave Corlett sits down with Justin Ballantine, Associate Creative Director of Messaging at Shaped By, to discuss a critical inflection point for high-growth B2B tech businesses, and how it affects their verbal communication. As startups grow into scale-ups, they often dilute (or even lose altogether) one of the things that customers bought into during those early days: their brand voice. Dave and Justin explore how firms navigating this stage can keep that voice strong and relevant, as they transition from a founder-led brand to a more mature market-driven one. In the process, they unpack:
Don’t miss this deep dive into the verbal side of branding, from a true master of the craft. Follow Justin on LinkedIn. 🎧 Listen now
00:00 - The scale-up inflection point. 02:45 - The Founder's dilemma: transitioning from personality to brand. 05:39 - Brand voice is just brand strategy given breath. 07:54 - Spotting "Brand Drift" on the edges of your business. 12:00 - Voice vs. Tone: how to flex without losing yourself. 16:45 - "Brand Principles" over "Brand Guidelines" 20:49 - Finding the sweet spot in storytelling. 26:45 - Do you really need to be "buttoned up"? 32:25 - Being the zero when everyone else is an X. 35:57 - One tip for CMOs: evolution, not revolution. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Build your own brand, not someone else's : Alex Waite, Shaped By | 13 May 2026 | 00:42:18 | |
In this episode of The Changemakers, Dave Corlett is joined by Alex Waite, Strategy Director at Shaped By, to tackle a common hurdle in the B2B tech world: the "imitation trap". As startups achieve product-market fit and move into scale-up territory, this inflection point often necessitates a brand evolution to power their next phase of growth. But the pressure to “grow up” at this point often leads founders and leaders to mimic how successful brands have done this, rather than digging into their own authentic truth to find the real story. Dave and Alex unpack:
If you’re a startup marketing leader or founder feeling the pressure to do what others are doing, this conversation is your permission to stop looking afar and start looking within. 🎧 Listen now
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Evolving a beloved brand without breaking trust: Myra El-Bayoumi, Redis | 22 Apr 2026 | 00:42:47 | |
When Myra El-Bayoumi joined Redis as VP Brand and Corporate Marketing, she was handed two pretty major challenges: modernise the brand, and build a world-class internal agency from scratch. Oh, and do it all in six months. On this episode of The Changemakers, Dave sits down with Myra to unpack how she evolved one of tech's most beloved brands without alienating its developer audience. Myra walks through the brief she inherited in September 2023: refresh a brand with serious heritage, build a quality internal agency, and do it all before a licensing change landed. She shares the research approach that kept developers at the table, the origins of Redis's striking new identity, and the CEO-level trust that made bold, fast decisions possible. A must-listen for any marketers and brand-builders out there tasked with modernising heritage-rich brands. Whether you’re driving a complex transformation or navigating high-stakes stakeholder management, Myra’s take on "direction, not directive" leadership offers a masterclass in moving fast without breaking the soul of your brand.
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Five Years of Shaped By: Nick Farrar, Shaped By | 09 Apr 2026 | 00:53:28 | |
Five years ago, we did something that felt a little like a risky move and a lot like a revolution. We moved away from our 16-year-old identity as "Workbrands" to become Shaped By, an independent B2B creative agency for the tech world. In this very special episode of The Changemakers, Dave Corlett sits down with our Founder and CEO, Nick Farrar, to reflect on the half-decade journey of bringing bold creativity and brand momentum to the B2B tech market. Nick pulls back the curtain on why he decided to go all in on a new brand, a new geography, and a new strategy during a global lockdown. We’re unpacking:
Whether you're an agency founder struggling with your positioning, or a B2B leader curious about the agencies operating in your world, this episode is a masterclass in staying curious, being bold, taking risks and resisting the path well-trodden. Timestamps
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails | 09 Mar 2026 | 00:34:51 | |
We’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today. Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work. We also dive into:
If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you. 🎧 Listen now Timestamps :
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| A cybersecurity giant going back to the future : Maria McLaughin, Abnormal AI | 27 Jan 2026 | 00:31:13 | |
In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Wei Kee (Client Services Director at Shaped By) sat down with Maria McLaughlin (Senior Director, Global Brand and Creative at Abnormal AI) and Tom Ovens (Creative Director at Shaped By) to explore how they successfully navigated a full-scale rename and rebrand, and unpack:
This is an essential conversation if you're looking to understand how to drive ambitious change and prove the commercial value of a bold brand identity. 🎧 Listen now 2. Timestamps
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Yin needs Yang - Your visual and verbal brands in powerful harmony : Simon Tandy and Justin Ballantine, Shaped By | 20 Jan 2026 | 00:41:31 | |
In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Simon, Design Director, and Justin, Associate Creative Director of Messaging, discuss the importance of visual and verbal branding working together. Two complementary forces essential for a brand’s harmony, balance, and effectiveness. They look at the whole from their two professional perspectives. That essential balance and interplay between visual identity and verbal identity. They explore how powerful brands use design, logos, and visuals in perfect harmony with their voice, tone, messaging, and storytelling. Because harmonious, balanced brands better connect with their audiences to win hearts and minds, trust and loyalty. 🎧 Listen now Timestamps: 02:45 – The Yin and Yang analogy: why visual and verbal identity are inseparable forces. 04:30 – Beyond the box: creating agile visual systems that evolve with culture. 06:40 – More than a logo: how brand systems should cover every touchpoint. 08:30 – The "Feeling" piece: why humans are feeling creatures who think. 10:30 – Verbal branding: giving life and breath to brand strategy through language. 12:30 – The organising thought: using a succinct brand story to kick off ideation. 15:40 – Case study (Shaped By): why we use "Shapelings" and "Studios" to stay human. 20:00 – Point of view: standing for (and against) something to avoid being "wallpaper". 23:10 – Bold examples: how Monzo changed banking with a single color and no photography. 31:00 – Deep dive: positioning Censys as the "map of the internet". 40:19 – Closing thoughts: why bold brands should be more “Yoda". Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| The art of unplugging - Practising creativity without permission : Li-Anne Dias, Brex | 13 Jan 2026 | 00:22:25 | |
In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Dave Corlett sits down with Li-Anne Dias, Executive Creative Director at Brex, to explore the vital practice of "creativity without permission". They discuss:
Whether you’re an in-house creative feeling the burnout or a leader looking to inspire your team, this conversation is a masterclass in reclaiming your creative soul. Don't let your "professional self" swallow your "creative self." 🎧 Listen now Timestamps: 01:43 - What is "creativity without permission"? 02:22 - The trap of utility and the fundamentals of design. 03:35 - Operating within business constraints vs. creating for yourself. 04:29 - Li-Anne’s personal rituals: Sharpies, sketchbooks, and Berkeley trees. 05:55 - The discipline of the "forcing function" to stay off screens. 08:28 - How outside art translates into sharper instincts at Brex and Handshake. 10:31 - Finding influence in matchboxes and subversive cartoons. 13:00 - Your "Cinematic Universe": Looking at the whole body of work. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| The art of unplugging - honing your analog intelligence : Everett Katigbak, Works by Everett | 06 Jan 2026 | 00:30:27 | |
In this episode of The Changemakers, recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Everett Katigbak, founder of Work by Everett, to explore the vital balance between digital innovation and human craft. Everett, a creative leader who has shaped brands at Facebook, Stripe, and Anthropic, unpacks the concept of "Analog Intelligence", the "other AI" that keeps our work grounded, tactile, and deeply human. Together they explore:
This is a provocative conversation for any creative leader or founder looking to resist the "cognitive offload" of technology and embrace their authentic, inner bold. Listen now 🎧
03:35 - Building a dialogue: How physical space and "wheat pasting" transformed corporate culture. 06:08 - The genesis of Stripe Press: Why a digital giant chose to publish physical books. 08:03 - Appropriateness in Design: Anthropic (Claude) needed a human-centric identity. 10:00 - Crafting Claude: using 35mm film, cut paper, and human illustrators in an AI world. 12:00 - The "Curse of the Marketing Mindset": why brands converge and how to stay distinct. 14:22 - Striking a chord: why you should be "close to being fired" (in a good way) to make an impact. 16:12 - Work by Everett: Teasing out the unique founding stories that companies often gloss over. 20:40 - The pressure of the pivot: why founders get scared of being too "maverick." 23:41 - Following intuition: Everett joined Facebook and Anthropic before they were "cool." 27:22 - Reconnecting with the ‘muscle’: creativity is a verb and a process, not just an output. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Scaling a truly bold brand identity: Scott Smith, Intercom | 18 Dec 2025 | 00:38:15 | |
In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Scott Smith, Creative Director at Intercom, to dive deep into a critical question for B2B scale-ups: How do you build and scale a brand identity that’s truly bold? Scott, a champion of exceptional creative vision, unpacks the secrets behind Intercom's award-winning identity. Together they unpack:
This conversation is full of tips for any marketing or creative leader ready to embrace a philosophy of constant change and craft a sophisticated brand that stands out from the crowd. Listen now 🎧 Timestamps 02:03: Brand is a galaxy, the antithesis of a brand-in-a-box. 03:36: Brand idea: Customer service changes everything. Change is key. 05:25: How to execute in the most exceptional creative way possible. 06:38: The "super bloom" creative concept for the Pioneer event. 12:28: Scaling the complex brand using the strategic "Brand Matrix." 12:56: Ace the Basics: The fallback brand skeleton when moving fast. 17:15: The best job part: Team creative is stronger than initial vision. 21:30: Creative leadership tenants: Early is on time, lead by example. 23:13: Creative team is the example for company operations, not the exception. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Putting human emotion at the heart of B2B: Alex Walters, Papaya Global | 11 Dec 2025 | 00:26:09 | |
In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett, Business Director at Shaped By sits down with Alex Walters from Papaya Global to tackle the "super meaty topic" of humanising B2B brands. Together they unpack:
This is a very insightful conversation for any marketing or creative leader who is ready to make a difference with their brand. 🎧 Listen now Timestamps: 00:34 - The primal fear and why 90% of the industry defaults to 'grey.' 03:17 - The herd mentality and B2B brands blending in. 05:19 - Papaya Global's story: How they became a globally recognised brand. 06:41 - Owning the narrative: Why the tagline is "How the world gets paid." 07:25 - The biggest internal battle: Winning hearts and minds inside the business. 08:35 - The "Air" thought exercise: Helping people see the brand as an outsider. 09:59 - The sliding scale of humanity: Humour fades closer to the customer. 11:41 - The strategic reason for a Super Bowl ad (and why a B2B FinTech did it). 13:41 - The PR angle: Generating 250 pieces of coverage because the ad became the story. 16:32 - The viral AI activation: Allowing users to put their face in the ad. 18:24 - Balancing emotional connection with rational confidence for multi-million dollar decisions. 21:48 - Alex's first pure B2B SaaS role: The challenges of scale, speed, and complexity. 23:14 - The job of a creative: Understanding the product at a deep level to communicate its value. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Navigating the enterprise AI battleground : Joseph Steele, Celonis | 04 Dec 2025 | 00:41:53 | |
In this episode of The Changemakers, Dave Corlett, Business Director at Shaped By, sits down with Joseph Steele, Lead Brand Strategist at Celonis, to dive deep into brand, technology, and "anarchistic accelerationism". How does a company like Celonis, which was already pioneering AI technology long before it went mainstream, adapt its brand positioning without getting lost in the "now with AI" enterprise noise? As well as tackling that thorny question, Dave and Joseph go deep into what makes Joseph so positive about the world of AI, why he thinks it's a great leveller of technology, and how internal creative teams can carve out space for their own 'Manhattan project'. Joseph also shares a surprisingly profound naval history analogy to show where we are in the current evolution of AI. This episode is a compelling, original conversation for anyone in the enterprise technology space looking to balance deep-seated brand consistency with rapid technological change. 🎧 Listen now Timestamps 00:00 - Meet Joseph: Intro to Joseph Steele, Lead Brand Strategist at Celonis. 01:22 - From Midlands to Munich: Joseph’s journey from Burton on Trent to the German tech scene. 02:25 - Start with Why: How art school taught him to question everything (and apply it to business). 04:19 - Celonis in a Nutshell: Unlocking the value trapped in enterprise processes. 07:25 - The Optimist's Edge: Why Joseph is an "anarchistic accelerationist" on AI. 09:16 - Revolutionary Learning: How tools like ChatGPT are a "good leveler" of expertise. 12:14 - Allergic to Governance: Why AI is a chance to pursue a flatter, more democratic system. 15:58 - Surviving the Hype Wave: Celonis's strategy to talk about AI without becoming "Celonis.ai". 19:15 - The Punk Aesthetic: Why a $13 billion B2B company needs a gritty, unique visual identity. 24:57 - Dare to be Different: The Celonis ethos: be 10x better or completely different. 25:38 - Skepticism & Trust: Why a change-maker customer base trusts AI, despite failed pilot reports. 28:23 - Legal Blockers: Why internal processes—not technology—are killing creative AI adoption. 30:37 - The Manhattan Project: Why every creative team needs a secure space to mess around with AI. 34:17 - Embracing Inevitability: Why trying to stop AI image-making is absurd. 36:43 - The Dreadnought Analogy: Naval history explains exactly where we are in the AI revolution. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Why creative leaders need a seat at the board table : Adam Morgan, VP Brand, Twilio | 27 Nov 2025 | 00:24:24 | |
In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sat down with Adam Morgan to explore why it’s important to have creatives at the board table and unpack:
Don't miss this one. It's a non-negotiable conversation if you're looking to elevate your creative impact and make the case for creative leadership in your business. 🎧 Listen now
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Why B2B buyers aren't as rational as they think: Richard Shotton, Author of The Choice Factory | 21 Nov 2025 | 00:36:41 | |
In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, we dive deep into the forces that truly drive customer decisions with Richard Shotton, author of the influential book The Choice Factory. Richard's work is celebrated for taking the academic, jargon-filled world of behavioral science and making it usable and applicable for marketers. We wanted to get him on to bust the myth that these principles are purely a consumer thing. Spoiler: They're not. B2B professionals are just as influenced by biases as B2C customers. We go beyond surface-level concepts like social proof and scarcity to unpack the EAST framework—a simple, powerful structure (Easy, Attractive, Social, Timely) for applying behavioral science daily. Richard shares incredible real-world examples that challenge what you think you know about your customer journey. This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change. 🎧 Listen now Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Elevating your team from order-takers to strategic partners : Phil Lewis, Phil Lewis Associates | 17 Nov 2025 | 00:40:30 | |
Too often, creative and marketing teams are seen as executors instead of innovators. This conversation between Phil Lewis (Consultant & Speaker) and Dave Corlett (Business Director at Shaped By), which was recorded as part of our virtual summit Bring Your Own Bold, offers practical tips to shift that dynamic by removing internal barriers that block progress, cloud clarity, and weaken conviction. Learn how to position your team as a trusted, strategic force that drives impact, influences decision-making, and earns a seat at the table. 🎧 Listen now Timestamps: 00:00 – Introduction: Moving teams from order-takers to strategic partners. 03:10 – Why internal dynamics shape external perception. 04:40 – The Five Steps to Team Vitality framework. 06:00 – Breaking down comprehension, confidence, and engagement. 08:30 – Common team pitfalls and the bias for action. 11:00 – Measuring progress and maintaining team health. 14:00 – Endurance and the emotional labor of leadership. 16:40 – Collaboration as the heart of strategic partnership. 18:40 – Healthy conflict: Why disagreement fuels innovation. 23:00 – The Regeneration Equation: Context, communication, conflict. 24:50 – The power of uncomfortable conversations. 27:00 – Understanding context to amplify collaboration. 31:30 – Scaling collaboration across departments. 34:20 – Case study: 800% improvement through honest dialogue. 38:00 – How long real transformation takes. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Dave & Nick talk Shaped by AI | 28 Oct 2025 | 00:24:52 | |
How do you embrace the AI revolution without losing the human touch? Shaped By CEO and Founder Nick Farrar and Business Director Dave Corlett dive into our deliberate and "people-first" journey with artificial intelligence. They share insights from their own AI Manifesto and discuss how AI is being used to improve everything from client research to internal processes. In this episode, you'll discover:
Timestamps: 00:00 – Dave introduces the episode and welcomes Nick Farrah, CEO & Founder of Shaped By, to discuss AI progress at the agency. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How emotive storytelling unlocks permission to sell : David Moulton, Palo Alto Networks | 23 Oct 2025 | 00:44:01 | |
In this episode of the Changemakers, Dave sits down with David Moulton, Senior Director, Content Marketing & Thought Leadership at Palo Alto Networks, to explore the art and the impact of storytelling in B2B marketing and cybersecurity. David shares why emotive storytelling is often overlooked in B2B, how it can cut through complexity, and why it’s the ultimate driver of trust, attention, and decision-making. From translating technical topics into human stories to building authentic brand narratives, this conversation dives deep into how emotion and creativity can transform even the most tech-heavy, data-driven industries. If you’re interested in elevating your brand’s storytelling, or simply love hearing about how the best are doing it, then this episode is a must-listen. 🎧 Listen now to hear how storytelling can turn information into inspiration, and customers into believers. Timestamps 00:00 – Introduction 05:30 – How storytelling connects every stage of David’s work. 07:40 – Inside Palo Alto Networks: Leading thought leadership across key divisions. 10:20 – Rational messaging vs. human connection. 13:00 – The human behind the buyer. 16:00 – Rethinking the buyer journey with trust and confidence. 19:20 – Storytelling in cybersecurity: turning fear into empowerment. 21:40 – Balancing creativity and credibility in leadership. 25:00 – Collaboration and creative flow. 30:30 – Scaling storytelling: Sharing ideas across global teams. 33:40 – Lessons from Apple: Human-centered product storytelling. 36:30 – Favorite brand examples: Slack, IBM, and Salesforce. 38:40 – When story overshadows product: Keeping emotion authentic. 41:10 – Emotion unlocks trust: Storytelling that earns belief. 43:40 – Closing reflections: The future of storytelling in B2B. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Dave & Alex on what’s new at Bring Your Own Bold ‘25 | 13 Oct 2025 | 00:25:21 | |
In this bite-sized episode of the Changemakers Podcast, Dave Corlett and Alex Waite lift the lid on what’s coming up at Bring Your Own Bold 2025 — the virtual event for bold brand and marketing leaders in B2B tech. They reveal this year’s new 3-day format, fresh content drops, and their personal picks from the upcoming sessions — from building emotional brand connections to measuring brand impact and scaling design systems. Whether you’ve joined before or this is your first BYOB, this episode will get you fired up for what’s to come.
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Measuring B2B Brand Performance: Emelia Rallapalli, Pebble | 02 Sep 2025 | 00:55:34 | |
In the Changemakers, we try to cover the broad subject of creativity in B2B from as many angles as possible, and we’ve covered quite a few so far. But one thing we haven't dived into too much until today is the brand measurement and tracking side of things. Emelia is the Founder of Pebble Strategy and has a wealth of experience in all things B2B brand planning, market research and particularly brand tracking. We chat to her about some of the do's and don'ts in this area. We discuss things businesses in their early stages or niche businesses should be aware of, especially those who struggle to measure the impact of their brand in their market. So we talk about different tactics and approaches to brand tracking that can help businesses perform better. Towards the end, our strategy director, Alex Waite, shares his perspective on how to take all that amazing brand tracking data and turn it into something tangible and actionable to drive your business forward. Don’t miss out, this is a really good episode, full of insightful nuggets! Timestamps: 00:00 - Introduction: Meet Emelia Rallapalli, brand measurement expert. 05:10 - Why B2B leaders should think of brand as behaviour. 11:15 - The importance of brand tracking for marketers. 15:40 - Key brand metrics to track: Awareness, consideration, preference, and usage. 19:00 - The value of qualitative customer research for emerging companies. 25:00 - Making the case for brand building to leadership: Share of voice vs. share of market. 29:00 - Educating CEOs and CFOs about marketing science. 37:25 - The power of creativity in B2B. 42:00 - Dave and Alex intro 43:00 - How to use brand tracking to see if your strategy is working. 50:45 - Category entry points and brand tracking. 56:45 - Closing remarks and a preview of BYOB, Shaped By's virtual summit. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Alex & Justin on brand voice in an AI world | 06 Aug 2025 | 00:28:31 | |
Here's another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different. In this one, Alex Waite (Strategy Director) sits down with Justin Ballantine (Associate Creative Director, Messaging) to talk brand voice in an AI-saturated world. They cover where AI helps and where it falls short. Why human nuance still matters. And how brands can keep their voice distinct when everyone’s automating everything. They don’t pretend to have all the answers, but it’s an honest take on the tension between speed, scale and soul. Timestamps: Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Mastering B2B messaging magic: Chris Silvestri, Conversion Alchemy | 23 Jul 2025 | 00:41:33 | |
Our guest on this episode of The Changemakers is Chris Silvestri, also known as The Conversion Alchemist. With a background as a software engineer in industrial automation, Chris made a sharp turn into digital marketing, bringing a unique perspective to his work as a SaaS message-market fit specialist and conversion copywriter for B2B SaaS brands like Moz since 2016. Chris explains to Dave why Series A to C companies often struggle to differentiate their messaging and get lost in the crowd, detailing how his work helps them stand out by making their value impossible to ignore. He clarifies the crucial distinctions between positioning, messaging, and copy, highlighting the common pitfalls of skipping vital research and strategy steps. Dave and Chris discuss the typical mistakes B2B tech companies make in their messaging, such as lacking a unique point of view, failing to address different personas within the decision-making unit, and leading with "what you are" instead of "what people need,". Finally, Chris discusses the transformative impact of AI tools on his approach, from research to copy generation and even synthetic user testing. Timestamps: 00:00 Introduction to the Change Makers Podcast 00:58 Introducing Chris Silvestri and Conversion Alchemy 01:32 Diving into Messaging Strategies 07:33 Challenges and Mistakes in B2B Messaging 10:28 Effective Messaging and Copywriting 18:21 Companies Excelling in Messaging 22:24 Building a Brand Through Messaging 23:20 Research Framework for Messaging Strategy 24:01 Gathering and Analyzing Data 25:18 Understanding User Experience and Qualitative Data 31:21 Evaluating and Testing Messaging Effectiveness 33:03 The Role of AI in Messaging Strategy 40:37 Conclusion and Final Thoughts Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Making in-house a home: David Wall, Tines | 04 Jul 2025 | 00:43:32 | |
In this episode of The Changemakers, Dave is joined by David Wall, Creative Director at Tines and President of the Institute of Designers in Ireland. David shares his unique career trajectory, moving from agency and independent studio practice to leading in-house brand design for a fast-growing tech company. He delves into the parallels between running a boutique studio and his current role at Tines, emphasising the ownership and learning opportunities inherent in both. David also discusses what drew him to Tines – a workflow automation and AI orchestration platform – and how their brand messaging stands apart in the cybersecurity space by focusing on the positive outcomes of automation. We explore Tines' culture of empowering designers with significant autonomy, where collaboration means seeking meaningful input rather than permission, and how this fosters rapid progress and innovation. David also sheds light on the seamless integration between brand and product design at Tines, highlighting shared goals for design quality and the benefits of close proximity to product development. He underscores how design's value is deeply ingrained in Tines' leadership, evident from their earliest hires. For agency creatives considering an in-house role, David offers practical advice on assessing organisational structure and ensuring design has a strong voice. Finally, he shares insights into his impactful work with the Institute of Designers in Ireland (IDI), where he champions design advocacy and policy. Timestamps: 00:00 Introduction to the Podcast 00:53 Guest Introduction: David Wall from Tines 01:12 Meeting at RSA Conference 01:42 David's Transition from Agency to In-House 02:06 Brand and Product Design Collaboration 06:06 David's Role and Responsibilities at Tines 12:25 The Importance of Autonomy in Design 19:11 Leadership and Design Culture at Tines 32:18 Advice for Designers Moving In-House 41:36 Involvement with the Institute of Designers in Ireland (IDI) 44:16 Conclusion and Final Thoughts Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| The inseparable link between brand and product design: Rachel Gogel, Creative Executive Consultant | 16 Jun 2025 | 00:45:25 | |
In this episode of The Changemakers, Dave chats with Rachel Gogel, a seasoned creative executive consultant. Having built brands at titans like The New York Times, Meta, and Airbnb, Rachel knows a thing or two about transforming brand from a 'nice-to-have' into a vital business engine, and dives into her diverse career journey, from her graphic design roots to her current role as a fractional design leader and educator. For creative leaders, Rachel offers invaluable advice on getting brand taken seriously. She champions speaking the language of business, focusing on metrics like user retention and conversion rates rather than just aesthetics. And she passionately champions in-product brand experiences, explaining how a strong brand isn't just about aesthetics, but about creating seamless, intuitive interactions within the product itself. Drawing on her experiences, Rachel shares how to speak the language of executives, connecting brand initiatives to tangible outcomes like user retention, conversion rates, and lifetime value. She also shares the story behind her recent SXSW London panel, "Crafting Magic: The Art of Product", featuring fellow design leaders from Dropbox, Slack and Anthropic. The conversation also explores the unique brand approach at Airbnb, where design and brand are valued from the very top. Rachel explains how to scale brand across diverse organisations, stressing that strong relationships and clear roles trump rigid org charts. She tackles the tricky balance of maintaining consistency while allowing teams to move fast. Finally, we get into practical tips for leaders navigating competing priorities, including internal education, piloting ideas, and the power of user research in validating branded moments. Ultimately, Rachel advocates a powerful mindset shift: moving beyond brand as decoration to brand as experience, recognising that product and brand are inseparable in the user's mind.
Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Rethinking how brands show up through thought leadership: Melissa Rosenthal, Outlever | 01 May 2025 | 00:26:22 | |
In this episode of The Changemakers, Dave welcomes back Melissa Rosenthal - marketer, media veteran, and now co-founder of Outlever - for a conversation that unpacks how companies can truly own their voice through thought leadership. With experience leading creative at ClickUp, along with shaping the rise of media brands like BuzzFeed and Cheddar, Melissa brings a unique perspective on why traditional media models are no longer enough - and what brands should be doing instead. She shares the story behind founding Outlever, a platform helping B2B companies transform into modern media hubs by amplifying subject matter experts, customers, and partners - not just executives. This isn’t about vanity publishing. It’s about scale, speed, and relevance. Melissa explains how AI-powered media listening, layered with editorial expertise, can surface the right angles, elevate authentic perspectives, and unlock a new kind of brand-building: one rooted in trust, timeliness, and community insight. If your brand’s thought leadership strategy starts and ends with LinkedIn posts or recycled threat reports, this conversation is the wake-up call you need. Melissa dives into why most companies are still stuck in old playbooks, how to break out of them, and what it takes to create a differentiated voice in crowded markets - especially when budgets are tight and attention is scarcer than ever. Whether you’re leading marketing at a tech company, building brand awareness in a crowded category, or rethinking your content strategy, this episode is full of practical insights and fresh thinking on how to turn thought leadership into a true business asset. Timestamps: 00:00 Introduction and Podcast Overview 00:34 Upcoming Trip and Recent Projects 01:17 Episode Focus: Thought Leadership in B2B 02:18 Guest Introduction: Melissa Rosenthal 04:32 Melissa's Journey and Founding Out Leave 13:14 The Role of AI in Thought Leadership 16:10 Trends and Insights from Out Leave's Platform 21:02 Challenges and Differentiation in Branding 24:54 Conclusion and Future Directions Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Jess & Nick on What B Corp Means to Us | 20 Mar 2025 | 00:18:53 | |
Here’s another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different. In this one, Nick Farrar, Founder and CEO of Shaped By, and Jess Evans, Head of Delivery, get into B Corp. Why did we become a B Corp? What does it mean for us as an agency? And what’s next, both for us and for B Corp more broadly? They cover everything from the certification process to the ongoing work of embedding B Corp values in a way that actually makes a difference - not just a badge for the website. 00:00 Introduction to the podcast Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| The subtle power of motion design and systems: Joshua Baron, Jasper AI & Peter Dickinson, Skyscanner | 12 Mar 2025 | 01:01:31 | |
Motion design is often the unsung hero of brand and product storytelling - especially in B2B tech. But what does it take to bring complex, sometimes ‘unsexy’ products to life? And how can you move beyond one-off animations and build a scalable, strategic motion system that strengthens a brand over time? First, Joshua Baron, Senior Brand Designer – Motion at Jasper, shares his approach to crafting motion systems that bring clarity to intricate products, the balance between abstraction and realism in design, and the evolving role of AI in motion. Then, Peter Dickinson, Head of Motion at Skyscanner, dives into the power of motion systems at scale, how consistency builds brand trust, why motion should have a seat at the table from day one, and how to develop flexible guidelines that adapt across platforms. If you’re a motion designer, marketer, or creative looking to sharpen your approach to motion in branding, this episode is packed with insights on both the craft and strategy of motion design. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Dave & Alex discuss Building a Founder-Led B2B Brand | 27 Feb 2025 | 00:20:42 | |
Welcome to another byte-size episode! In this one, Dave and Alex, Shaped By's marketing director, chat about the upcoming webinar on the challenges of working with founders to build a strong brand. They cover the common roadblocks - like navigating emotional attachments, getting buy-in from disengaged founders, and aligning leadership on brand direction. They also introduce the expert panel joining the webinar: • Kira Klaas – VP of Corporate Marketing at Later • Tim Bauer – Director of Brand Experience at Scale AI • Tom Ovens – Creative Director at Shaped By If you work with founders this session is packed with insights on turning vision into a brand that actually works in the market. To join the conversation register here: https://shaped-by.com/building-a-founder-led-b2b-brand/ And here's the link to Kira Klass's brilliant Substack 'On Brand': https://kiraklaas.substack.com/ Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How different cultures shape creative careers: Dave Breckon, Carta - Part 2 | 06 Feb 2025 | 00:57:28 | |
So here it is, the first ever “Part 2” in the history of The Changemakers. And it’s nothing less than a pleasure to bestow that honour on our guest, Carta’s creative lead Dave Breckon. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How different cultures shape creative careers: Dave Breckon, Carta - Part 1 | 14 Jan 2025 | 01:08:54 | |
Most of our previous episodes to date on The Changemakers have focused on a particular area of B2B tech marketing or branding that has the power to be elevated by creativity. For this one, we’re taking a bit of a departure from that, and going deep into one creative leader’s journey. Why? Because it’s equally inspiring, especially for designers out there who may not have everything figured out just yet! Dave Breckon is Creative Lead at the fintech firm Carta. In this episode, our Dave chats with his namesake about his rather unconventional career path, from growing up in a creative family, starting out in photography, working in various studios in the UK and Spain, transitioning from freelance work to in-house roles at tech firms in Europe and the US. Listen to Dave’s story, and you start to understand the importance of adapting to different cultures, embracing uncertainty, and fostering collaboration. It also offers valuable advice for aspiring designers on navigating the design industry and finding personal fulfilment in their careers. And the great news? This is only part one! In part two, we delve into how Dave’s career has shaped his perspective on the current design and creative landscape. Just like this one, it’s not to be missed. Timestamps: 00:00 Introduction and Warm Welcome 01:07 Early Career and Creative Beginnings 01:52 Family Influence and Creative Environment 09:06 Passion for Photography and Education 13:20 First Steps into Design and Freelancing 16:21 Transition to Design Studios and Learning 20:35 Life in Spain and Career Growth 24:20 Return to the UK and Agency Work 27:14 Embracing Startup Culture 33:46 High Salaries and Remote Work Challenges 34:45 Creative Company Culture and Remote Events 35:56 Transition from Office to Remote Work 38:36 Cultural Differences in Work Environments 46:58 Career Journey and Mentorship 01:01:29 Advice for Aspiring Designers 01:05:33 Conclusion and Future Discussions Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Branding at the speed of light: Vincent Sacco, Fivetran | 21 Nov 2024 | 00:44:43 | |
Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades. He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent’s unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement. In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:
Timestamps: 00:00 - Introduction and Vincent's background 03:51 - Joining Blend and Fivetran amidst hyper-growth 09:22 - Getting company-wide brand buy-in 14:18 - Aligning brand with product marketing 17:34 - Engaging technical audiences with brand 21:35 - Cross-functional collaboration on brand 25:28 - Tailoring brand for enterprise without losing soul 30:44 - Leveraging organic sources of brand affinity 33:49 - The future of the Fivetran brand 35:36 - Conclusion Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: When B2B Got Its Bold Back with Alex & Nick | 24 Oct 2024 | 00:29:00 | |
Here's the second of our new Byte-Size episodes! These are little natters between our team at Shaped By, on...well, anything really. Mostly related to creativity in B2B, But maybe the odd one about cake or something. In this one, hosts Nick Farrar, Founder and CEO, and Alex Waite, Marketing Director at Shaped By, dissect key insights from the Bring Your Own Bold (BYOB) Virtual Summit. Themes include the importance of authentic and bold branding in the B2B sector, strategies to stand out in competitive markets, and the resurgence of brand investment. They also discuss the pivotal role of AI in business, touching on both the opportunities and challenges it presents. 00:00 Introduction to the podcast Check out all the sessions from Bring Your Own Bold here: https://shaped-by.com/byob-event/ Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Making great work happen: Li-Anne Dias, Handshake | 27 Sep 2024 | 00:48:31 | |
Li-Anne Dias is a design leader who has shaped world-class brands and led high-impact design teams. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Byte-Size: Dave & Alex discuss BYOB 2024 | 24 Sep 2024 | 00:27:01 | |
Welcome to our new byte-size episodes! These are little natters between our team at Shaped By, on.....well, anything really. Mostly related to creativity in B2B. But maybe the odd one about cake or something. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Staying creative at a corporate giant: Omar Fahmi, Virgin Media O2 Business | 09 Jul 2024 | 00:48:38 | |
We're stepping back into the world of big brand creativity! In this episode, Dave chats with Omar Fahmi, the creative mastermind behind Virgin Media O2 Business' in-house agency. Ever wondered what it's like to steer creativity in a corporate giant? Omar pulls back the curtain on:
Get the inside scoop on balancing short-term wins with long-term brand building, and learn how clear communication keeps this massive creative engine humming. Whether you're a creative leader, senior marketer, or just curious about the inner workings of big tech creativity, this episode is packed with actionable insights and behind-the-scenes stories you won't want to miss. Tune in for a dose of inspiration and a glimpse into the inner workings of in-house creative teams in the B2B tech world. 00:00 Welcome to the Change Makers 00:51 Introduction to Virgin Media O2 02:12 The Power of Brand Unification 04:01 Clientele and Market Focus 05:27 Building an In-House Creative Team 07:54 In-House vs. Agency Dynamics 14:10 Maintaining Brand Consistency 17:01 Innovation and Engagement Strategies 23:52 Marketing Team Dynamics 24:47 Innovation Day Activities 27:04 Showcasing Internal Work 31:44 Defining Success for the Team 36:45 Building a Creative Culture 39:39 Challenges and Opportunities in B2B 44:57 Conclusion and Final Thoughts Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How to refresh your brand expression: Nick Levesque, Asana | 17 Apr 2024 | 00:47:36 | |
Rebrand versus brand evolution. What’s the difference, and how do you determine which is right for you? In this episode of The Changemakers, Dave is joined by Nick Levesque, Creative Director at Asana, to discuss the nuances of evolving a brand expression. As Asana nears the end of its own brand refresh, it was a timely chat about the process. Nick and Dave delve into approaches to evolving brand image, the importance of distinctive brand assets, and the balance between maintaining consistency and fostering creativity. The conversation covers the challenges and strategies involved in refreshing a brand, the role of audience perception, and leveraging research to guide decisions. Nick also illustrates the careful considerations needed to align visual identity with company growth and evolving audience expectations. If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn here. 00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution 00:17 Introducing Nick Levesque: The Creative Mind Behind Asana's Brand Evolution 02:02 The Essence of Brand Evolution vs. Rebranding 03:01 Insider's View: Asana's Approach to Brand Evolution 03:38 Signals and Reasons for a Brand Refresh 09:25 The Strategy Behind Targeting Different Audiences 16:17 The Creative Process and Agency Collaboration in Brand Evolution 21:59 Balancing Consistency and Experimentation in Branding 24:51 Revamping Brand Imagery: A Creative Journey 25:24 The Power of In-House Creativity and Experimentation 27:04 Navigating Internal Brand Evolution: Strategies and Challenges 28:16 Collaborative Brand Audit: Engaging Teams for Insightful Feedback 30:22 Building a Business Case for Creative Projects 35:24 Distinctive Brand Assets: Balancing Innovation with Tradition 41:37 Reflecting on the Rebranding Process: Achievements and Insights 44:56 Dream Rebranding Projects: A Creative Director's Perspective Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| The secret art of sound design: Adam Legg | 01 Mar 2024 | 00:26:35 | |
In this episode of The Changemakers, brought to you by Shaped By - our creative director Tom Ovens lifts the lid on the secret art of sound design by interviewing freelance sound designer, Adam Legg. They delve into the intricacies of sound design including the definition, the process of creation, and the difference between a ‘meh’ sound, and one that’s impactful. Sound design in a B2B space brings so much to the table. It helps to control the pace, brings emotion, and can be a real differentiator. So we unpacked it for those of you interested in how it all works. Adam gives insight into his creative process, balancing sound design with music, and offers a glimpse into how he keeps himself creatively driven. The conversation also veers into the symbiotic relationship between visuals and sound, and how a shift in their traditional sequence can result in a dynamic output. Timestamps: 00:00 Introduction to The Changemakers Series 00:14 Guest Introduction: Adam Legge, Freelance Sound Designer 01:21 Deep Dive into the Art of Sound Design 01:51 Adam's Perspective on Sound Design 03:51 The Role of Music in Sound Design 05:32 Adam's Creative Process 08:12 The Challenge of Time Management in Sound Design 10:10 The Use of Libraries and Starting from Scratch 13:05 Sound Design Inspirations and Heroes 18:16 Brands Excelling in Sound Design 20:35 The Potential of Sound Leading the Creative Process 26:11 Closing Remarks and Future Collaborations Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How Fintech firms use design to elevate their brand | 29 Jan 2024 | 00:56:56 | |
Even just a few years back, you would naturally think of pretty much any fintech firm as a challenger brand. A digital disruptor to a financial sector that badly needed disrupting. But today, fintech is fast becoming mainstream, if it isn’t already. And its “challenger brand” tag feels increasingly redundant, given the extent to which many established financial services firms are pivoting what they do to challenge fintech pioneers - especially when it comes to digital, UX and so on. Timestamps: Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Understanding and embracing neurodiversity: Becca Chambers | 16 Nov 2023 | 00:43:59 | |
Becca Chambers may be an award-winning technology brand-builder, storyteller, strategist and advisor.
…and much more. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Disruption by design: Christian Flaccus, Celonis | 24 Aug 2023 | 00:49:27 | |
“I don’t need much sleep. And I love to take on a good challenge.” Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Building an extraordinary brand from scratch: Ari Yablok, Island | 27 Jul 2023 | 00:55:41 | |
Ari Yablok is the Head of Brand at Island, the Enterprise Browser. If that sounds like a pretty simple description of what Island does, then there’s a very deliberate reason for that. And it’s a reason that has seen Dave fall completely in love with the brand strategy, identity, narrative and messaging that Ari has created for this Israeli startup that is going global pretty rapidly.
This is more than a story about an interesting brand. It’s an inspirational journey into the magic that happens when visionary founders and brand experts team up before a company has even launched, and build the brand alongside the product. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How great collaboration builds bold brands: Kaite Rosa, Axonius | 13 Jul 2023 | 00:39:00 | |
Following staggering revenue growth of 46,000% between 2018 and 2021, cybersecurity asset management Axonius was unsurprisingly named as the fastest-growing cybersecurity company in America by Deloitte in 2022.
This is a conversation that will inspire any brand or marketing leaders out there who are struggling to make their brand stand out in cluttered markets. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How to scale your tech firm through great PR: Kirsty Jarvis, Luminous PR | 30 Jun 2023 | 00:39:53 | |
It’s time for another chat with one of our fellow agency buddies - and in the hotseat this week is the wonderful Kirsty Jarvis, founder and CEO of tech-specialist communications firm Luminous PR.
…and plenty more! If you like the sound of Luminous and what they do (and why wouldn’t you, they’re seriously good PR experts) follow Kirsty on LinkedIn here, and find out more about the agency on their website. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Brand design in the age of AI: Aaron Poe, Zapier | 15 Jun 2023 | 00:50:44 | |
Aaron Poe is a man who knows a thing or two about brand design. During his time in the agency world, he gave the Beats by Dre brand the distinctive identity that helped it get acquired by Apple. He led the 2018 rebrand of fintech giant Checkout.com, and the more recent evolution of the Square brand identity. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| Mastering the art of creative leadership: Matt Price, Checkout.com | 30 May 2023 | 00:49:39 | |
Some people are quite happy to simply coast along, and see where the wind takes them. And others constantly push themselves, always looking to grow and develop through experiences that test their existing skills and help them to create new ones.
Be sure to give Matt a follow on LinkedIn. And if you enjoy the episode, why not take an extra minute out of your day and give us a lovely review? Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||
| How to optimize your digital marketing strategy: Kerry Guard, MKG Marketing | 04 May 2023 | 00:43:56 | |
This is the first of two episodes in which we’ll be stepping away from our typical guest profile of in-house marketers, creatives and brand leaders, and getting to know some of Shaped By’s fellow agency buddies.
You can find MKG Marketing on the interweb here, and go follow Kerry on LinkedIn too. Also be sure to check out her podcast, Tea Time With Tech Marketing Leaders, which Dave will be featuring on very soon! Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. | |||