How to Orchestrate Your Brand Experience with Karin Soukup

karin soukup on brand

“Experience design is the suite of emotions that you deliver over time.” This clear and concise answer came from this week’s guest on the On Brand podcast, Karin Soukup. As Brand Experience Director at Collins San Francisco, she spends her time answering this question with clients and helping them develop innovative solutions. We discussed all of this and more this week on the show.

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About Karin Soukup

Karin is an award-winning creative lead and design educator with over 15 years of multi-platform experience focusing on strategic product innovation, experience design, branding and systems-thinking for work across the private, public, and non-profit sectors. Her contributions have been recognized by Graphis, Type Directors Club, Eye Magazine, Communication Arts, AIGA, the Society of Publication Designers, Brand New, The Center for Plain Language, and The Emmys.

Episode Highlights

“Experience design is the orchestration of feelings.” As this episode is focused on design, we spent a lot of time talking about intention-setting.

How do you go about designing feelings? “You have to start with the customer journey.” This follows Karin’s own career as part of the team at IDEO, where they focused on human-centered design. You have to “get embedded in someone’s life. Specifically this means shop alongs, following people through their day, the magnets on their refrigerators.” Everything!

What about the naysayers? “Often they can be converted if you make them a part of it. You have to ask yourself, how people can get skin into the game?”

What brand has made Karin smile recently? “Can I say more than one?” Karin shared some recent smiles that came as the result of Sun-Maid Raisins and The New York Times’s march push.

To learn more, go to and follow her on Instagram.

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!