In this episode of We Built This Brand, Chris sits down with Brad Scott, Founder and Principal of Applied Design, to explore how a rebranding project for the Braille Institute led to the creation of Atkinson Hyperlegible, an award-winning typeface designed to improve readability for people with low vision.
Brad shares his journey from interior design to leading branding initiatives for organizations like Grand Central Terminal and the World Trade Center, while discussing the principles of universal design, the future of AI in creative work, and why great branding is about solving real human problems.
Whether you're a designer, marketer, entrepreneur, or simply curious about the intersection of creativity and accessibility, this episode offers valuable insights into building brands that truly make an impact.
----------------------------
Show Highlights:
----------------------------
(00:00) Universal Design Mindset
(00:21) Meet Brad Scott
(01:50) From Interiors to UX
(05:51) Why Start Applied
(11:48) Building Hyperlegible
(30:15) Smithsonian Recognition
(31:09) Hyperlegible Next Upgrades
(33:07) Variable Font Explained
(35:59) Universal Design Benefits
(38:09) Applied Design Future Wrap
----------------------------
About Brad Scott:
----------------------------
Brad Scott has always believed that design is more than aesthetics, it carries personal, cultural, and emotional meaning. As co-founder of Applied Design, he has spent more than two decades helping organizations solve complex challenges through thoughtful, strategic design.
Throughout his career, Brad has partnered with leading organizations including Accenture, Eli Lilly, and the World Trade Center Redevelopment project, guiding teams to create meaningful brand experiences that inspire action and drive results.
Brad co-founded Applied Design with Craig Dobie on the belief that design has the power to create lasting cultural and societal impact. The pair first worked together at Landor Associates, where they helped shape the identities of iconic brands and organizations such as Verizon, the World Trade Center, and the Central Park Conservancy. Earlier in his career, Brad developed his expertise at imc2, an internet marketing and advertising agency, and Clear Ink, an internet strategy, technology, and design firm.
Beyond the studio, Brad is a passionate advocate for the role of creativity in business and society. He has spoken at conferences and symposiums across Australia, China, the United Kingdom, and the United States, sharing his perspective on branding, design, and innovation. His work and insights have been featured by the Associated Press, Salon, WIRED, and HOW Magazine.
Brad's contributions to the design industry have earned international recognition, including a Clio Award, a British Design & Art Direction Pencil, and a Gold Lion at the Cannes International Festival of Creativity. Through every project, he continues to demonstrate how thoughtful design can transform brands, shape culture, and make a lasting impact.
Start a podcast with HumblePod!
https://www.humblepod.com/our-services/
Sign up for our newsletter!
https://www.humblepod.com/newsletter-sign-up/