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.
Stockholm-based agency BVD refreshed the identity of GLACÉAU smartwater, simplifying its visual system to emphasize clarity and premium positioning. The redesign refines the iconic droplet, introduces a new wordmark set in Graphik, and declutters the packaging to highlight the brand’s smart, minimalist ethos.
