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145: Brand New: Identity Design for Medieval Torture Devices with Parcel

Updated: Dec 13, 2023



This is the final episode in the Brand New series where you’ll hear from Richard Nalli-Petta of Parcel in Toronto chat about his work for the agency, including one very special project he’s been a part of recently. You’ll hear how Parcel defines branding, the ways collaboration happens on large projects and the challenges of handing finished work to a client, who can then shape or change the design in any way they see fit. Finally you’ll hear why Richard believes design jobs are safe from being totally taken over by AI.

Before we get into the episode, I love that what you’re about to hear is so different — not better or worse, just different — from the approaches to brand identity design from the first two episodes. You’ll hear that Richard enjoys the problem solving aspect of his role, Parcel thriving in a space where design is directly solving business problems instead of seeing design as art. In contrast, as we heard in Episode 143, Meg Lewis doesn’t love the problem solving aspects of design and their clients arrive after the problem solving is figured out, ready for Meg’s highly-personalized art to be applied to the design. Problem solving first versus art first. I’m so happy to see such diverse approaches (both wildly successful!) described for us here.


This episode is part of a guest lecture series in Design as Communication, Bachelor of Brand Design Program, George Brown College School of Design.


Let's listen in...






About Our Guest:

With a background in both academics and art, Richard Nalli-Petta brings his left brain as well as his right to each project. That is, he starts from a place of logic—the foundations of a design—before refining the artful side of it. Add a dash of spontaneous inspiration that Richard says always comes from the most unexpected places and you get a sense of the thoughtfulness that he brings to his work. Whether he’s designing an identity system for an organization with multiple affiliates, or charting the best user experience for a website relaunch, Richard really hits his stride on big, complex projects that have many moving pieces.





Music: Gameshow Brazz - John Bartmann licensed under a CC0 1.0 Universal License.


Talk Paper Scissors Theme Music: Retro Quirky Upbeat Funk by Lewis Sound Production via Audio Jungle


Boat Origami Photo: Boat Origami Photo by Alex on Unsplash

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