The American Advertising Federation of Montgomery

AAF Montgomery Events

November 15 Lunch & Learn: Alex Center

November 15 Lunch & Learn: Alex Center | AAF-Montgomery

Thursday, November 15 // 11:45 a.m. – 1:00 p.m. Capital City Club, 201 Monroe St

$18 members // $30 guests // $15 students // $20 active military

Center of Attention

Brooklyn based designer and former Coca-Cola Design Director Alex Center is known for one thing, building brands that people love. He is most well known for his work building the beverage brands vitaminwater and smartwater, which he lead the design for both before and after their acquisition by The Coca-Cola Company. (4.1 Billion dollars, nbd) Having built brands with cult followings and relevance throughout his career, Alex knows the power of design to drive culture and business. Today he runs his own branding studio CENTER, which partners with entrepreneurs to build startups with design at their center. (pun intended) Alex will share his story and the lessons he’s learned along the way.

About Alex Center

Alex Center is a Brooklyn-based designer and founder of the design and branding company CENTER. Prior to opening his own studio he worked for over a decade for The Coca-Cola Company where he led the strategy and design vision for the billion dollar beverage brands vitaminwater, smartwater and POWERADE. Over the years, Alex has designed packaging that has been in hands across the globe, created breakthrough marketing campaigns and launched innovative new products. In 2011, Alex was named one of the 200 Best Packaging Designers by Luerzers Archive. In 2013, he began telling his story around the world with speaking engagements with The Dieline, AIGA, HOW Design Live, and as a guest on Debbie Millman’s famous Design Matters podcast. In 2014, Alex was named a Person To Watch by GDUSA Magazine. In 2015, he became a columnist for HOW Magazine, writing about the expanding landscape of In-House design. In 2018 he left Coca-Cola to open his own company CENTER, which partners with entrepreneurs to build startups with design at their center. In his personal time he enjoys rooting for New York sports teams that wear orange & blue, eating and instagramming delicious food and spending time with his wife Jacquelyn De Jesu and their zero kids and zero pets.

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