Robin Johnson speaks with Paul Drake from JDO Ltd, a global branding agency working with brands such as Dove and Shell, to break down how branding actually works. This conversation focuses on emotional response, visual identity, and why strong brands win attention and trust. Paul explains how design influences perception, how storytelling drives value, and why consistency matters more than originality in many cases. They also examine the real impact of AI on creative industries, from branding and product design to customer experience.

Key Topics Covered

• How global brands build emotional connection through design
• Why branding is about psychology not just visuals
• The role of storytelling in premium product positioning
• How distinctive shapes and visual cues drive brand recognition
• Case study of luxury packaging and high value products
• The real process behind building a brand identity
• How AI is changing branding, design, and creative work
• Practical use of AI in engineering, product development, and training
• The balance between human creativity and automation
• Career advice for entering branding, design, and creative industries

Enjoying the show?

Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world.

Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.

Whether you’re a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.

Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.

Key Moments:

00:00 Introduction to Paul Drake and global branding work

01:11 How branding projects begin and how agencies build brand identity

02:05 Career path into branding and design industry

03:00 Emotional response and how brands influence perception

05:12 Why storytelling drives value in creative work

07:33 Brand consistency and why it builds long term trust

10:39 Visual cues, shapes, and consumer behaviour

12:36 Case study of Mermaid gin and packaging design success

16:30 Building a global branding agency and creative partnerships

19:43 What makes a product visually distinctive

23:06 Designing furniture and creating a recognisable style

27:04 The economics of design, production, and scalability

31:58 CAD, CNC, and technical challenges in manufacturing

36:41 AI in design and the future of creative industries

41:55 Automation, jobs, and the future of work

44:34 Can AI replace creativity and brand thinking

49:03 Limits of AI in product design and real world application

53:05 AI in engineering and medical innovation

57:08 Technology as a tool to extend human capability

1:03:08 Human interaction versus automation in daily life

1:10:21 How to get into branding and design careers

1:28:15 Advice for younger self and building confidence