ÍCON Design took part in the “How Do You Brand?” podcast, a platform dedicated to discussing branding, positioning, and creative strategies in today’s market. During the episode, the studio shared its perspective on how design has the power to create desire, build value, and establish emotional connections between brands and people, going far beyond aesthetics alone.
Throughout the conversation, the ÍCON team highlighted that desire is born from the balance between function, emotion, and identity. When thoughtfully developed, design does not simply solve practical problems—it evokes feelings, tells stories, and transforms products into objects of aspiration. This process involves behavioral research, deep audience understanding, and, above all, consistency between brand narrative and real-world delivery.
Another key topic discussed was the strategic role of design in branding. ÍCON demonstrated how well-positioned projects strengthen perceived value, differentiate companies in competitive markets, and help create memorable brand experiences. Design moves beyond the visual layer to become a powerful communication tool that reinforces purpose, innovation, and authenticity.
The podcast also featured practical examples of how the studio applies these concepts across different segments, from automotive design to products and furniture, always with a focus on awakening desire through forms, materials, proportions, and storytelling. According to ÍCON, creating desire is, above all, about understanding people and translating expectations into both visual and functional solutions.
ÍCON Design participation in the “Como Você Marca” podcast reinforces its relevance in the national creative scene and its role as a reference in projects that unite strategy, emotion, and high-impact design. More than an interview, the episode became a reflection on the true role of design in building strong and desirable brands.
To watch the full content of this conversation, access: https://youtu.be/7TttOJdBo4o?si=7xkUZRMpXBXHi5Ar