Webcast: stay thirsty, stay foolish

This webcast is part of the “INitiative” webcast series, which offers diverse and thoughtful presentations by influential in-house designers.

For the past nine years, Coca-Cola lead designer Alex Center has been an in-house designer helping to create the brand, tone, and slightly humorous jokes that people have come to associate with the beverage brand vitaminwater. In 2007, The Coca-Cola Company purchased vitaminwater for $4.1 billion in the largest beverage acquisition of all time. Since then, he has helped guide the brand from a local favorite to a household name across the globe. Center will share his story and the lessons he’s learned, and give tips on how to get ahead as an in-house designer working from the inside of both a small and large organization.

This webcast took place on February 12 at 2:00 p.m. EST. Watch the archived version here


Alex Center is a Brooklyn-based designer who currently works for the global beverage leader, The Coca-Cola Company. He grew up in the town of Oceanside, New York, home to the world’s second Nathan’s Famous Hot Dogs. He has spent most of his professional career being creative on behalf of the beverage brand vitaminwater. Over the years, he has designed packaging that has been in hands across the globe, created breakthrough marketing campaigns, launched innovative new products, and once met rapper 50 Cent. In 2011, Center was named one of the 200 Best Packaging Designers by Lürzer’s Archive. He has spoken at The Dieline Forum, HOW Design Live, and has appeared as a guest on Debbie Millman’s Design Matters podcast. In 2014, Alex was named a Person To Watch by GDUSA Magazine. Today, he leads the design vision and strategy for global brands at Coca-Cola that include vitaminwater, smartwater, and Powerade. In his personal time he enjoys rooting for New York sports teams that wear orange/blue, doing improv at the Upright Citizens Brigade Theatre, and searching for the freshest prosciutto in New York City.

About INitiative

More than half of all professional designers in the United States are employed full-time by corporations and organizations. To address the unique opportunities and challenges faced by this in-house community, AIGA has partnered with The Creative Group (TCG) to form INitiative, a program to help in-house designers make a greater impact at their companies, evolve professionally and connect with a broader network of peers. INitiative delivers inspiration, advice and insights via online channels and in-person events.

Presenting sponsor

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The Creative Group (TCG) specializes in placing highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. TCG offers ongoing information and resources to help creative professionals and companies keep up with ongoing changes in the industry, including INitiative’s Career Cues. Learn more at creativegroup.com.