Daring Creativity. Daring Forever.
Episode: Dare to care more than everyone else – Alex Center
Host: Radim Malinic
Guest: Alex Center (Founder, Senter Studio)
Release Date: October 6, 2025
Overview
This episode dives deep into the journey of acclaimed designer and founder, Alex Center, exploring how genuine care, authenticity, and self-acceptance have shaped both his career and the brands he's built. Host Radim Malinic and Alex cover formative experiences, the power of mentorship, the realities of creative work, and the importance of daring to care more than everyone else. Alex’s reflections range from his humble, insecure beginnings as a 90s art classroom kid, to influential work for Vitamin Water, Coca-Cola, and the founding of Senter Studio, culminating in practical wisdom for anyone striving to lead a creative life from a place of intrinsic motivation.
Key Discussion Points & Insights
1. Self-Discovery Through Art and Branding
[03:52–06:11]
- Alex recounts discovering confidence in art classes, where being creative was the first thing that made him feel “special” and valued.
- Early influence from his mother, a calligrapher and painter, who sparked his love for illustration and design.
Quote:
In the art classroom, my teachers are nice to me. The other students looked at me in a way that made me feel confident, that made me feel special. And I think that was sort of where I first early diagnosed the fact that this may be something that made me feel good about myself.
— Alex Center [03:52]
2. The Impact of Brands on Identity and Self-Acceptance
[10:46–13:04]
- Discussion of how wearing branded clothing (e.g., Armani, Gucci) can become a substitution for self-esteem.
- Aspiring to work for major brands can be about personal validation, not just professional achievement.
Quote:
“It’s a sign of success, it’s a sign of making it. ... Being a designer at Nike or being a designer at Coca Cola. Yeah, for me it seemed like that was the dream.”
— Alex Center [11:49]
3. First Steps in Professional Creativity: The Knicks Internship
[13:26–18:23]
- Internship with the New York Knicks was initially thrilling, but the reality was "less glamorous" than expected — small offices, strict dress codes, and a marginal role for design.
- Eye-opening lessons about the value (or lack) placed on design compared to on-court success.
Quote:
“Takes away some of the magic, right? ... It’s like kind of a thankless thing because sports franchises make a lot of money and none of that is determined by how well the tickets are designed.”
— Alex Center [15:16]
4. Lessons in Confidence and Mentorship at Vitamin Water
[19:57–28:43]
- The pivotal moment: seeing the marketing head command a room became an aspiration for presence and confidence.
- The direct influence of mentors—especially Rohan Oza (“the brand father”)—who taught Alex the power of having strong opinions and trusting one’s creative instincts, even if the delivery was sometimes “less soft around the edges.”
Quote:
“Every time I would be in a meeting with anyone that seemed to just flow effortlessly—their ideas, their confidence, their beliefs ... that confidence and that sort of sense of self made everyone else in the room believe them.”
— Alex Center [23:07]
5. “Caring More” as a Creative Superpower
[29:09–31:40], [46:30–47:57]
- Early days at Vitamin Water: driven by a hunger to have his ideas chosen, Alex realized that outworking and out-caring others led to opportunities and recognition.
- “Care more than anyone else” emerges as Alex’s defining philosophy — he attributes his success not to talent, but the willingness to deeply care about outcomes.
Quotes:
“If every designer is going to come and throw down five ideas, I’m going to bring ten, because that’s going to give me a better chance ... I like to win. And I think that’s really the first time in my life where I had really been in a scenario where my love of what I do and the opportunity that I was in, I was very aware that this brand was a huge opportunity for me.”
— Alex Center [29:09]
“It’s the only superpower I have. ... I care more. I think that’s it. And I think if you can go to every table in every room and be the one that cares the most, good things will come.”
— Alex Center [46:30]
6. Navigating the Shift to Big Corporate: Coca-Cola Acquisition
[32:27–36:06]
- Initial fear the acquisition would stifle creativity, but it actually opened more opportunities and the chance to work on multiple brands (Smart Water, Powerade, etc.).
- Working with elite agencies (Collins, W+K, Ogilvy) for brand revivals.
7. Finding the Courage to Strike Out on His Own
[39:24–44:43]
- Profound influence from observing agencies like Collins, particularly Brian Collins, inspiring Alex to consider building his own studio.
- Pivotal “rom-com dinner” with Brian Collins: Rather than giving approval, Brian told Alex “it needs to come from inside you.” This became the key that unlocked Alex’s decision and life trajectory.
Quote:
“He rolled down the window of his car and he said, it needs to come from inside you. And he was right.”
— Alex Center [43:20]
8. Authenticity and Building Brands of the Future
[47:57–56:53]
- Self-acceptance and confidence can’t be sourced externally—even from famous brands or mentors. The most fulfilling work comes from building new brands and cultures that allow people to belong, challenge stigma, and foster true connection.
- Senter Studio's mission: helping people fit in by creating standout brands, often for new or niche markets.
Quote:
“For so long I was trying to associate myself with brands because of the value that they brought to me. And now I have taken that learning ... and using those lessons to make those brands for others.”
— Alex Center [49:03]
“We’re all just making this up ... that gut instinct, that sort of belief in yourself and that sort of feeling is what you gotta go with. And it’s got to be inside of you.”
— Alex Center [44:43]
9. Redefining Success: Internal Acceptance Over External Validation
[51:54–58:39]
- Lasting fulfillment comes from doing meaningful work with people you care about, not from accolades, awards, or public recognition.
- Both Radim and Alex reflect on reaching a place where “being yourself” is the ultimate marker of success.
Quote:
“I have to be myself because everybody else is taken.”
— Radim Malinic [56:53]
Notable Quotes & Moments
-
On the myth of overnight legitimacy:
“Don’t you love that naive positivity that you think you’re like, I’m here to sort of world, Like, I’ve been here for two days, but can I change the logo?”
— Radim Malinic [19:17] -
On finding your unique path:
“I can’t make a design studio that looks or like that or feels like that or does work like that. I can only do what feels right for me. And the result is a studio that is mine and reflects how I think and how I behave and my attitude and philosophies.”
— Alex Center [55:40] -
On belonging, community, and the purpose of brands:
“Brands are for belonging ... the best brands challenge the status quo, right? The best brands are the most courageous. They're the ones that are trying to change something and to make a difference and to shift culture.”
— Alex Center [53:54]
Timestamps for Key Segments
- [03:52] Discovering art and confidence through creativity
- [10:46] How brands affect self-worth and drive career aspirations
- [13:26] “Dream job” realities at the New York Knicks
- [19:57] Witnessing the power of confident leadership at Vitamin Water
- [23:07] Lessons in creative confidence from Rohan Oza
- [29:09] Out-caring as a designer’s “competitive edge”
- [32:27] Navigating growth and change post–Coca-Cola acquisition
- [39:24] Agency life and the impact of mentorship at Collins
- [43:20] The “it needs to come from inside you” story
- [46:30] “Care more than you should”—Alex’s core philosophy
- [49:03] The joy of building new brands and communities
- [53:54] Brands as vehicles for belonging and cultural change
- [56:53] Embracing one’s unique path as the definition of success
Episode Tone
- Warm, conversational, honest, and reflective
- Practical advice interwoven with personal stories and humor (e.g., lampooning one’s own early-career naivete)
- Occasional explicit but light-hearted language, used to underscore authenticity
Overall Takeaway
Alex Center’s story is a testament to the power of authentic care, relentless self-improvement, and the importance of daring to build something that reflects your own values—not just chasing the validation of established names or external approval. “Care more than anyone else” becomes a mantra for emerging and seasoned creatives alike, reminding us that the most successful—and impactful—creative journeys are fueled from within.
Memorable Closing:
“We’re just getting started.”
— Alex Center [59:14]
For more resources and to continue your own journey of daring creativity, visit the podcast’s show notes or host Radim Malinic’s website.