Podcast Summary: “Robin Goffman Is All In on Designing Brand Identity”

How Brands Are Built | Host: Rob Meyerson | Guest: Robin Goffman
Date: November 14, 2025

Episode Overview

In this episode, host Rob Meyerson sits down with Robin Goffman, a branding and design strategist known for her key role in multiple editions of Designing Brand Identity (DBI), the iconic book by Alina Wheeler. The discussion focuses on Robin’s winding path into design, the nuts and bolts of book design (with special emphasis on DBI), insights from her work with branding legend Alina Wheeler, and what it really means to work as both a designer and strategist. The episode is a deep dive into career journeys, design education, and the craftsmanship required to produce a major branding reference manual.

Key Discussion Points & Insights

1. Defining ‘Creative Strategist’

• Robin’s Evolving Title: Robin shares her struggle with professional labels, explaining why "creative strategist" resonates with her more than just "designer" or "graphic designer".
  • “Sometimes I feel like I only do design 50% of the time and the other 50% is brainstorming, creative ideation, thinking about… how we can use design to connect to the greater strategy, listening.”
    (Robin, 03:08)
• The dual role is influenced both by being independent and having a hard time "staying in her lane," enjoying involvement across tactics and strategy.

2. Robin’s Path Into Design

• Family Influence and Early Experience: Robin credits her sister, who started Edge Magazine in high school, for launching her design journey.
  • “I wouldn’t be who I am or where I am without my sister. And she sort of chose this career for me…”
    (Robin, 05:21)
• She learned Adobe programs from a local university student tutor as a young teen, leading to her early foray into practical design work.
• Temple University’s Unique Fit:
  Robin sought a program combining creativity with business/strategy—the art direction track in Temple University’s advertising program was the perfect match.

3. On Formal vs. Informal Design Education

• Robin sees value in both routes: formal education provides networking and structure, while self-teaching and informal learning (like YouTube/Instagram tutorials) is vital for ongoing skills.
  • “I think especially in today’s world, there’s no getting by without a little bit of the informal.”
    (Robin, 12:02)
• Networking was a key benefit of Robin’s college experience.

4. Getting Involved with Designing Brand Identity

• Through her professor, Kathy Mueller, Robin became Alina Wheeler’s assistant on DBI's 5th edition while still in college.
• On Not Knowing What to Expect:
  • “My mom’s favorite story to tell is after I left [the interview], I called her and I was like, I have no idea what the job is, but I got it and I’m so excited.”
    (Robin, 14:21)
• Working closely with Alina was like a masterclass, and Robin observed firsthand how an independent designer runs a business.

5. Transition to Freelancing and Studio RBG

• Robin’s freelance work for Kathy Mueller and then Alina lifted the curtain on working for oneself. She stayed on with DBI before taking a full-time job with a tech startup.

6. Behind the Scenes of Book Design

• DBI is a massive logistical endeavor—over 300 pages, two-page spreads, images to source, and permissions to obtain.
  • “We have to get permissions for every single image that is in this over 300-page book. And that is a beast…”
    (Robin, 21:05)
• The Challenges:
  Image permissions and file organization are uniquely challenging for book projects.
• The Rewards:
  The chance to connect with admired agencies, experts, and contributors is a highlight (“those conversations are the best part of working on it,” Rob, 23:50).

7. Book vs. Other Design Work

• Rhythm, Pacing, and Curation:
  Book design is about cumulative effect: rhythm, negative space, and how all decisions add up to a seamless experience.
  • “It’s almost more about the accumulation of all the small and very thoughtful details that went into it…”
    (Robin, 30:05)
• Grids & Constraints:
  Structural systems (like a rigorous grid) help manage consistency and decision-making across hundreds of pages; editing and curation are essential.
• Tools of the Trade:
  InDesign is the go-to (“the layout tool”), with PowerPoint joked about as a (bad) alternative. Global changes and file organization are easier in InDesign.

8. Partnership & Workflow

• Rob and Robin’s process involved crude slide-based mockups (Rob) refined into final pages (Robin), reflecting their need for both visual and textual structure.
  • “I needed to see the text is going to go here. And I can’t even tell you exactly why…I just needed a tether to reality.”
    (Rob, 43:54)
• The balance of curation, writing, and page layout is different from traditional publishing, far more collaborative and iterative.

9. Learning from Alina Wheeler: Philosophy & Legacy

• Alina’s Impact:
  Both Robin and Rob emphasize how Alina inspired belief and passion without force or agenda—her energy was “contagious,” and being around her made others want to care as deeply.
  • “She made people believe in things…She made you just—people believe in the things that she was passionate about. She made you believe in just the idea of being passionate about things.”
    (Robin, 50:13)
• Even with Alina’s passing, her lessons on passion, energy, and leadership-by-example remain central to both Robin and Rob’s work.

10. Advice & Takeaways for Designers

• Pursue what feels right for your skills—find the intersections between design, strategy, and your own interests.
• Harness both formal and informal learning.
• Be intentional about passion; surround yourself (and others) with contagious enthusiasm.
• Recognize the power of mentorship, networking, and the value of projects that are as challenging as they are rewarding.

Notable Quotes & Memorable Moments

• On Being a ‘Creative Strategist’:
  “It often just feels like it’s not just design.”
  (Robin, 03:08)

• On the DBI Book Permissions Process:
  “We have to get permissions for every single image that is in this over 300-page book. And that is a beast to…work on.”
  (Robin, 21:05)

• On Alina Wheeler’s Influence:
  “She made you just—people believe in the things that she was passionate about. She made you believe in just the idea of being passionate about things.”
  (Robin, 50:13)

• On Passion:
  “Not just for yourself, believe in things and again, like, want to and be excited to, but also to just bring that contagious energy to other people too…”
  (Robin, 51:51)

Timestamps for Important Segments

• 03:08 – Robin explains why “creative strategist” is her chosen title
• 05:21 – Robin’s early design journey, thanks to her sister’s high school magazine
• 09:26 – 12:02 – Discussion on formal vs. informal education in design
• 13:08 – How Robin got involved with Designing Brand Identity
• 19:12 – 23:50 – The highs and lows of working on a book: logistics, permissions, and networking
• 30:05 – The importance of details, rhythm, and curation in book design
• 34:59 – 36:00 – Technical aspects: InDesign, grids, global changes
• 43:54 – 44:47 – How the collaborative author/designer workflow played out in practice
• 50:13 – Robin sums up Alina Wheeler’s mentoring magic and legacy

Closing Reflections

Robin’s story provides a close-up look at the paths designers can take into branding and publishing. The episode is a behind-the-scenes look at the real work of building a major design reference—equal parts tedious, exhilarating, collaborative, and, ultimately, deeply rewarding. Throughout, the spirit of mentorship, multidisciplinary thinking, and the power of passion shine through.

For more on Robin’s work:
robingaufman.com
For information on the book:
DBIBook.com

Summary compiled and formatted for clarity and completeness by an expert podcast summarizer. For questions or follow-up, visit the official “How Brands Are Built” website.