In this episode, hosts Kirk Visola and Andy Kurtts dive into the world of brand strategy and innovation with special guests Rifle Hughes and Glenn Pappalardo from Integral CPG, highlighting the importance of creativity, strategy, and collaboration in building successful brands.

Rifle and Glenn share their journey from their days at JPG, where they met and began collaborating on projects, to founding Integral CPG—a brand strategy powerhouse dedicated to helping companies innovate and thrive in competitive markets. They explore the nuances of balancing creative vision with process structure, emphasizing that the best ideas often come from cross-functional collaboration. Hear how they guide companies through the delicate dance of managing brand innovation, from ideation to execution, ensuring every team member contributes to the creative process.

The discussion moves into practical advice on fostering a creative environment within organizations, breaking down silos, and integrating various departments early in the strategy process to generate better ideas and reduce risks. Kirk and Andy add their insights on the challenges and rewards of managing creative projects and the need for strong strategies behind great designs.

Listeners will gain valuable insights into the mindset needed to drive innovation, the role of brand strategy in successful product development, and how to navigate the complex landscape of creativity in business. Whether you're an entrepreneur, designer, or marketer, this episode is packed with wisdom and laughter that will inspire and inform your approach to brand building.

Tune in to discover the secrets of creativity, collaboration, and strategic thinking with two of the industry's brightest minds. Don’t miss this engaging and insightful conversation that’s both fun and packed with actionable takeaways!

Learn more about Integral CPG here:
https://www.integralcpg.com/

Connect with Rifle here:
https://www.linkedin.com/in/riflehughes/

Connect with Glenn here:
https://www.linkedin.com/in/glenn-pappalardo/

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About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

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In this special episode of the Kirk and Kurtz Design Podcast, Kirk Visola and Andy Kurtts welcome the incredibly talented Craig Steckbeck, a creative powerhouse with nearly two decades of experience in the design industry. As the founder and creative director of Mind the Font, Kirk sets the stage with his signature enthusiasm, introducing Craig, a designer whose mission is to elevate the creative bar, not just for his team, but for clients and vendors alike.

Craig’s journey in the design world is nothing short of inspiring. From crafting memorable brands to turning abstract ideas into appealing products, Craig has built a reputation for solving creative challenges with both big-picture strategies and meticulous attention to detail. Whether he’s working with startup brands through Austin’s SKU program or applying his talents to tech companies and local businesses, Craig’s passion for design shines through in everything he does.

Join Kirk, Andy, and Craig as they dive into Craig's origin story—from his early days in design school, where he found his true calling, to the vibrant creative community of Austin, Texas. Craig shares his unique process, how he tackles design projects from initial concepts to final execution, and the importance of empathy in design—a value he holds dear in his work.

But it’s not all business! The conversation flows freely as the trio discusses everything from the impact of mentors in shaping their careers to the quirky encounters that lead to lifelong connections. And, of course, there’s plenty of humor and candid moments that make this episode a true reflection of the Kirk and Kurtz vibe.

Whether you’re a seasoned designer, an aspiring creative, or just someone who loves a good story, this episode offers valuable insights, plenty of laughs, and a deep dive into the creative minds that shape the world of design.

Show Highlights:
- Craig’s journey from design school to becoming a creative director
- The role of empathy in design and why it’s crucial for success
- Insights into the SKU mentoring program and its impact on startup brands
- How creative processes differ across industries and project types
- Fun anecdotes about the unexpected connections that make the design world so unique

Connect with Craig here:
https://www.linkedin.com/in/craig-steckbeck-364636144/ https://www.linkedin.com/in/craig-steckbeck-364636144/

Support the Show.

About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

Show a little love. Share the podcast with those who may benefit. Or, send us a coffee:
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Join Kirk Visola, founder and creative director of Mind the Font, and Andy Kurtts, founder and creative director of Buttermilk Creative, as they dive into the fascinating world of consumer research with their guest, Rich Moniz.

Rich Moniz, founder of Rich Insights, brings over a decade of experience in the research industry. His company helps brands understand their shoppers through advanced techniques like eye tracking, facial coding, and other neuro and emotive methodologies. Rich's mission is to make brands stand out while fostering a stronger planet for future generations.

Rich explains how his methods provide a deeper dive into the minds of consumers, helping brands improve product perception and shelf presence. From discussing the nuances of eye tracking to sharing insights on demographic influences in consumer behavior, Rich provides a wealth of knowledge that can help any brand improve its market strategy.

The conversation delves into:
- The role of eye tracking and other advanced research techniques in understanding consumer behavior.
- How physical differences and distractions influence shopper eye patterns.
- The importance of demographic considerations in product marketing.
- Practical advice for brands on improving shelf presence and product appeal.
- Real-world examples of how eye tracking data has informed successful packaging redesigns.

Kirk and Andy share their experiences and insights on packaging design, discussing the balance between creativity and data-driven decisions. They explore the significance of standing out on the shelf and the critical elements that capture consumer attention within seconds.

**Key Takeaways:**
- Eye tracking provides an unfiltered view of what catches a consumer's attention.
- Physical factors like height can significantly impact what products shoppers notice.
- Demographic insights are essential but must be coupled with observational data for accurate targeting.
- Overloading packaging with too many claims can dilute the impact of the most crucial messages.
- Smaller brands can now access sophisticated research tools online, leveling the playing field with larger competitors.

Don't miss this opportunity to learn from one of the industry's leading experts and discover how you can apply these insights to your brand.

Support the Show.

About Kirk and Andy.

Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.

Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.

Music for Kirk & Kurtts intro & outro: Better by Super Fantastics

Show a little love. Share the podcast with those who may benefit. Or, send us a coffee:
Support the show