When the market is saturated and products start to blur together, design can be the key to differentiation. Daryl Pereira speaks with Cos Fernando—brand and design leader—about why design matters more than ever in a world of AI, remote work, and constant pressure to perform.
Cos breaks down how design leaders can earn a strategic seat at the table, not by just “making things look nice,” but by proving how brand consistency and emotional resonance drive measurable business growth. He offers a framework for rebuilding a brand from the inside out: start with stakeholder interviews, internal self-reflection, and customer insight. Only then should you define tone, visuals, and guidelines.
He also shares what it takes to nurture creative teams in a hybrid world: lead with emotional intelligence, allow for mistakes, and prioritize trust. And on AI? Cos is all in, so long as we remember it’s a productivity tool, not a creative replacement. The magic still lies in human interpretation.
His advice to his younger self? “Don’t seek permission. Ask for forgiveness. And enjoy the process.”