Creative Boom’s interview with Alex Center explores his message at D&AD Festival 2026 about why the creative industry must champion itself. Reflecting on his journey from Coca-Cola design director to founder of Brooklyn studio Center, he argues for creativity’s enduring value amid AI and automation. Center emphasizes originality, optimism, and the strategic role of designers in shaping new brands.
Creative Boom’s feature explores how New York studio CENTER designed the brand identity for BERO, Tom Holland’s new non-alcoholic beer. Founder Alex Center explains how the design merges British heritage with modern sensibilities, using personal storytelling, rich colors, and refined typography to create a premium yet approachable brand. The project emphasizes authenticity, moderation, and a brand-first approach over celebrity association.
