Alex Center is a Brooklyn-based designer and founder of the award-winning branding studio CENTER. Prior to launching his own company in 2018, he spent a decade working for The Coca-Cola Company, where as Design Director he led the design vision for the brands vitaminwater, smartwater & Powerade. Over his career, Alex has designed packaging that has been in the hands of millions, built numerous iconic brands and given keynote talks all around the world. Today, him and his team at CENTER are building the next generation of icon brands partnering with startups like United Sodas of America, HEYWEAR, Kin Euphorics, Haus and CONBODY. Alex is also a podcaster and mentor with the SVA Masters in Branding program. In his shrinking personal time, he enjoys rooting for New York sports teams that wear orange & blue and hanging with his wife Jacquelyn De Jesu and their zero kids and zero pets.