Simplify to Amplify with Fred Hart of Interact

Written By Modern Species

Design is so much more than aesthetics; it’s a tool for business. 

Today’s guest, Fred Hart, is a Partner and the Creative Director at Interact, a branding and design agency similar in many ways to our own. Fred’s passion for design began with sneakers and has since transitioned to food. Interact’s approach is underpinned by the principles of “simplify to amplify” and “brave design” and, during this conversation, we discuss the work they do with small, niche brands, as well as larger, more mainstream ones (Fred might even change your perspective on “big food!”).

We also zoom out and talk about trends in the CPG market right now and Fred's thoughts on the future of the space. As Fred says, the opposite of bravery is conformity. If you want to know how to stand out, this episode is a good place to start! 

Key Points From This Episode:

  • Exploring Interact’s ‘simplify to amplify’ strategic principle. 

  • The power of design as a business tool.

  • Why Interact isn’t interested in design awards. 

  • What brave design is (and an example of what it looks like). 

  • A warning against putting every possible claim on your packaging. 

  • Working with small, niche brands versus bigger, more mainstream ones (and why “Big Food” doesn’t wholly deserve its negative reputation).

  • Work Interact has done with niche brands that Fred is most proud of.  

  • Noteworthy design trends in the CPG market right now. 

  • Fred’s thoughts on personalization as the future of CPG. 

  • Interact’s approach to enhancing the sustainability of their company.

  • Two brands Fred and his team at Interact began building when the pandemic hit.

  • What Fred gained from the altMBA and AIGA Business Perspectives for Creative Leaders programs.

Tweetables:

“We’re very eager to learn it all, not know it all.” — Fred Hart [0:08:31]

“Doing great design is not the hard part. Facilitating it is.” — Fred Hart [0:14:15]

“Design is a tool for business. If you do your job right and your client sees an increase in revenue, that’s a direct result of better connecting with consumers.” — Fred Hart [0:19:05]

“We drill down into what really makes [a brand] special and boil the ocean to get to that core thematic element that represents the brand, then figure out how to amplify it from there.” — Fred Hart [0:22:31]

“The opposite of bravery isn’t cowardice. It’s conformity.” — Fred Hart [0:23:50]

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Modern Species

A sustainable brand design agency helping better-for-the-world brand launch, evolve, and grow to scale their impact.

https://modernspecies.com/
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