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JESSICA BONG-WOON
EP.83
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Jessica Bong-Woon
How to embrace weird to completely stand out
In Episode #83, Ross is joined by Jessica Bong-Woon, Associate Creative Director.
Throughout her career, Jessica has collaborated with a diverse array of brands, from innovative startups to renowned institutions, including Monzo, Meta, Wise, Omlet, Marshmallow and London's V&A Museum, leaving her mark on each with her distinct creative perspective.
Ross and Jessica discuss how to get a deeply niche audience to care about the same things you do, how to extract the best from people and how, by varying your approach, you can find hidden gold.
Highlights
What happens is we filter out really good ideas that would actually work for brands and businesses but there is someone in the room that gets nervous because they haven't seen it before, in the context of their brand or the corporate sphere and they go, “That would never work.”. It takes such a skill to be able to unfilter those thoughts out of your mind, as a designer. - Jessica
Well, I think it's a lot to ask a client to be brave like that, right? I think a lot of it comes down to the agency, to the studio, to the designers and strategists and writers who are working on that project. The onus is on us to take a beat, really understand who the client is as a business and the people who are within the room on the project. - Jessica
Diversity because it's mandated or it's the right thing to do is a necessary thing, but it's not going to be lovingly embraced. Diversity because it allows us to be a completely standout company, tap into ideas and opportunities and communicate in a way that feels completely unique, completely fresh, completely in line with who we are - This now becomes that superpower. - Ross
I think, when it comes to brands, don't worry about looking like you're effortlessly cool. Just be the brand that cares the most. The people and the brands that care the most are ultimately the ones that win because they have so much willpower and determination behind them. - Jessica
The ultimate thing for a brand is when someone feels like they’re emotionally connected to you. They see your ad, your thing and they're like, “That's for me”. It’s deep and you connect to it. - Ross
You really connect to it when you see that “that's for me”, but also, it's compounded when you see that “that's for me… and I've never seen that before”. When you see that “I've never seen something speak to me specifically before”. There's a wound there that is ready to be healed. - Jessica
More about Jessica Bong-Woon
Jessica Bong-Woon is an Associate Creative Director based in London with roots in Australia. She passionately believes that the most compelling brands are — at their core — powerful stories written, crafted and told by brave, unfiltered creatives who take the time to genuinely connect with the people behind them.
Throughout her career, Jessica has collaborated with a diverse array of brands, from innovative startups to renowned institutions, including Monzo, Meta, Wise, Omlet, Marshmallow and London's V&A Museum, leaving her mark on each with her distinct creative perspective.
Find Jessica Bong-Woon here:
Show notes
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In this podcast, we explore the idea of brand building by speaking to founders who have built multi-billion dollar brands and experts who think deeply about how to get people to connect with their products, services, or companies. If you’re looking for insight into the best ways to invest in and build your brand or company, this may well be the podcast for you.