Soulful Brand Design with Jim Pietruszynski, Partner & Chief Strategy Officer at Soulsight

by Willem | Posted on
Ice Cream for Everyone Podcast
Ice Cream for Everyone Podcast
Soulful Brand Design with Jim Pietruszynski, Partner & Chief Strategy Officer at Soulsight
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I invited Jim to be a guest on the podcast and he was gracious enough to invite me to chat in person at the lovely Soulsight offices in Chicago’s downtown Loop.

Soulsight is an award-winning branding agency working with some of the largest businesses in the world, such as MillerCoors, Kraft-Heinz, or Pepsico. They rethink and design the experience of brands such as Blue Moon, Sol Mexican Lager, Henry’s Hard Sodas.

Jim is a partner in the agency, and co-authored The Big Book of Packaging.

We had a brilliant conversation running across a number of topics, surprisingly including the value of boredom for creativity, thoughts about designing brands, how branding is a team sport, drawing elephants, and even touching on meditation.

“The brands and products we create define who we are as a culture today. If we were to go and dig up how life was like 50 years ago or a 100 years ago, what do we look at? People’s trash. You look at the objects they were using to cook with, or clean with. What we’re doing today is really defining the needs, the values, the purpose, and the ethics of what our culture is.”


“I like to say a brand is an artefact of a moment in time, and some brands can last a hundred, or two hundred years but they also evolve to stay relevant.”

Jim Pietruszysnki

Information mentioned in this episode:

About the author

Willem was born in New York, grew up in Paris, lived in London and Asia for several years before moving to Chicago in 2017. He is an award winning brand & marketing strategist, having worked with some of the largest creative advertising agencies and most valuable consumer brands globally. Willem enjoys tabletop games, skiing, scuba-diving, traveling, eating, and lengthy conversations with friends.

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