# 187 - Clark Goolsby CCO of Chase Design Group talks branding and packaging

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-04-04
- Length: 30m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging
- Listen: https://encase.substack.com/p/187-clark-goolsby-cco-of-chase-design

## Summary

Clark Goolsby, Chief Creative Officer at Chase Design Group, discusses the evolution of branding and packaging design, highlighting the shift from analog to digital tools like Procreate and the resulting aesthetic homogenization. He analyzes current trends in color theory, specifically the move toward gender-neutral palettes (beiges and grays) and how brands like Nike and Harry's are challenging traditional gender associations with color. Goolsby also shares his career journey from web design to leading a major packaging agency, emphasizing the importance of balancing category codes with unique brand identity.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=0) Introduction and Clark Goolsby's Origin Story
- [3:29](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=209) Career Path from Web Design to Chase Design Group
- [12:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=721) Chase Design Group's Focus on Branding and Packaging
- [15:35](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=935) The Dominance and Homogenization of Procreate Aesthetics
- [17:52](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=1072) Balancing Category Codes with Unique Brand Identity
- [21:13](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=1273) Gender Neutral Branding and Color Trends
- [22:19](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=1339) Case Studies: Nike, Harry's, and Flamingo
- [27:42](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging#t=1662) Conclusion and Contact Information

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)

## Most relevant to

established companies

## Mentioned

- Chase Design Group (company)
- Procreate (tool)
- Nike (company)
- Harry's (company)
- Flamingo (product)
- Hims (company)
- Dame (company)
- Dr. Bronner's (company)

## Related episodes from other shows

- [#89 Packaging Design and Printing 101 with Kirk & Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts) (The Startup CPG Podcast)
- [104: Pearlescent?](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-10-05-104-pearlescent) (Thoroughly Considered)
- [Why This Architect is Choosing to Build a National CPG Wellness Brand](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-02-why-this-architect-is-choosing-to-build-a-national-cpg-wellness-brand) (The Startup CPG Podcast)
- [Afterschool Podcast, Episode 16 - Sports Journalist Paul Lukas (2/03)](https://hardwarepodcasts.com/podcast/core77-podcast/2014-02-03-afterschool-podcast-episode-16-sports-journalist-paul-lukas-2-03) (Core77 Podcast)
- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (The Startup CPG Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/people-of-packaging/2023-04-04-187-clark-goolsby-cco-of-chase-design-group-talks-branding-and-packaging. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to People of Packaging.