What does it look like to lead with both intuition and intention? As Partner and Global Head of Design at Known, Aya Baeshean brings a fresh, fearless perspective to the world of branding. In episode 87 of Brand Story, Aya shares how her early experiences as a multicultural, multilingual child shaped her creative voice and ultimately her approach to leadership. She opens up about the power of immersive travel and volunteer work, the importance of emotional safety in creative teams, and how breaking down traditional structures can lead to better, faster, more human work.

This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.

Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.

Links and Information From the Episode Here: gravitygroup.com/podcast/fearless-design

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Chapters:

(00:00) Introduction

(00:50) Aya Baeshean: Partner, VP & Global Head of Design at Known

(02:20) Exploring How Aya’s Global Background Influences Her Design

(03:30) Immerse Yourself In Things that are Different

(07:20) Art as a Tool for Communication + Connection

(10:38) Escaping Traditional Marketing through Collaboration at Known

(18:37) Catering to Collaboration with the Chef's Table Project

(22:48) Building Hospitality into the Creative Experience

(24:42) Amplifying Creativity with AI

(28:50) Aya's Design Fingerprint: Playful Simplicity

(31:20) Don't Be Afraid to Change Your Mind (Aya's Advice for Young Designers)

(33:48) Fear is Holding You Back, Shed It

(37:53) This Chapter in Aya's Life

(40:28) Advice to Younger Self