Center

Creative Boom · May 11, 2026 · Interview

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 · Apr 13, 2026

Creative Boom reveals the top 20 graphic designers of 2026, as voted by thousands of creatives in its annual State of Creativity survey. The list highlights influential figures such as Paula Scher, Jessica Walsh, Simon Dixon, and Verónica Fuerte, showcasing a mix of established icons and emerging voices shaping the global design landscape. The article celebrates diversity in practice, from branding and typography to motion and illustration.

BP&O · Apr 7, 2026

BP&O’s Emily Gosling reviews Center’s rebrand of oral care brand quip, marking ten years since its launch. The Brooklyn-based studio created a new identity system featuring a custom typeface, quip Sans, developed with Burn Type, alongside a fresh color palette and packaging updates. The redesign aims to modernize quip’s image and better reflect its expanded product ecosystem.

· Apr 1, 2026

Center led a strategic identity refresh for oral care brand Quip, marking ten years since its original launch. The new system, developed in collaboration with Thomas Pokorn and Burn Type, builds on Gin Lane’s original branding to create a more flexible and expressive identity that reflects Quip’s growth from DTC to retail presence.

Creative Boom · Nov 19, 2024

Creative Boom reports on CENTER's brand identity for Molly Baz's new mayo brand Ayoh. The design draws inspiration from classic American diners and delis, featuring custom lettering, a playful mascot, and a vibrant color palette that stands out in the condiment category. The project reflects Baz’s bold personality and CENTER’s ability to blend nostalgia with modern appeal.

Creative Boom · Oct 29, 2024

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.

The Brand Identity · Apr 21, 2022

Brooklyn-based brand and design company Center refreshed The Infatuation's identity to express the dining platform's candid, witty and exuberant editorial voice. The system uses National 2 as a flexible typographic family, a cartoon ham-leg-in-megaphone logo, and an intensified blue paired with neon colours and rich food photography.

The Brand Identity · Nov 11, 2020

Brooklyn-based studio Center created a minimalist yet confident packaging identity for United Sodas of America, using vibrant colors and a clean typographic system built on Founders Grotesk. The design aims to represent unity and diversity across America through simplicity and color variety.