Sacramento-based brand identity designer Zuza Hicks of Nicely Made Studio joins Dave for a conversation about personality-driven branding, the unexpected lessons of leading a creative team, and why print is having a serious moment.
Zuza brings a genuinely unique perspective to design. She's largely self-taught, holds a master's degree in social policy and journalism, and draws on her life between the US and Poland to create deeply symbolic, character-driven brand work.
In this episode:
-How the Polish Poster School (1950s-80s) still influences design today and what it teaches us about symbolism and working within constraints
-How US and Polish design cultures differ and why historical context shapes visual identity in ways most designers never consider
-What Liquid Death gets right about personality-driven branding and why being polarizing is actually the point
-The hard lessons Zuza learned stepping into an art director role and why great designers don't always make natural managers
-A branding project that went sideways and what it taught her about clear communication, avoiding assumptions, and having difficult conversations with clients
-The resurgence of print, why tangible media carries more trust than digital
Links mentioned:
Polish Poster School
Umanos, Seattle-based sustainable hair and body care brand
Pantuniestal, Polish clothing brand with standout cultural storytelling
Sagi Haviv's logo design class on Domestika
Connect with Zuza:
Instagram: @nicelymadestudio
Website: nicelymade.studio