Designing with Emotional Friction

Design is about more than just how something looks—it’s about how it works for the people using it. On this episode of On Brand, I’m joined by Lee Hoddy, Executive Creative Director at Conran Design Group, to discuss how experience-led design can solve complex brand problems. We’ll dive into how he leads multi-disciplinary teams to create meaningful work for global names like Sofitel and AstraZeneca, and why every great brand starts with a deep understanding of human needs, wants, and motivations. What You’ll Learn in This Episode - How to map emotional friction points to find the gold in a brand experience - Why the pursuit of human endeavor is the key to branding functional industries like pharma - The reason storytelling acts as a sticky DNA thread across physical and digital touchpoints - How to conduct a multidisciplinary orchestra by surfacing the ambition in every brief - Why original ideas are the only way to escape the sea of sameness in an AI-driven world Episode Chapters (00:00) Intro (01:22) Getting to the heart of human motivations (02:43) Mapping emotional micro-moments (04:54) Humanizing corporate and functional brands (06:39) Using storytelling as a brand DNA thread (10:53) Leading multidisciplinary creative teams (14:35) Creating the Brief 2.0 (17:31) AI and the currency of original ideas (24:14) A brand that made him smile (27:41) Outro About Lee Hoddy Lee Hoddy is the Executive Creative Director at Conran Design Group, where he is responsible for maintaining creative standards and solving brand problems through experience-led design. With a career spanning decades, Lee has lived through major industry shifts, enabling him to lead diverse teams of designers, strategists, and experience experts like a conducted orchestra. He has spearheaded major rebranding programs for global names such as Sofitel, AstraZeneca, and Bicester Motion, always focusing on the deep understanding of human needs to create meaningful, strategically grounded work. What Brand Has Made Lee Smile Recently? Lee recently found joy in the "Venture Beyond" campaign by Hermes, noting its use of evocative illustrations and artisanal craft that respects the audience's intelligence. He also highlighted Apple’s "Critter Carol" for its charming, deeply human approach to technology, using puppets and physical craft rather than CGI to celebrate creativity. Resources & Links Check out the Conrad Design Group website.

Connect with Lee on LinkedIn.

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