In Episode 3 of our Signs of Life season, BCG creative strategists Melanie Stetter-Hernandez and Matt Ingram join us to explore how the brain and emotions are engaged through design, coming together to shape strategic decision-making at the highest levels of business.

With backgrounds spanning neuroscience, global brand management, and creative direction, the Design Studio specializes in translating complex strategy into clear, resonant narratives that leaders can act on. Bridging gaps between data, human insight, and visual storytelling, they strive to use creativity as a source of clarity, and to wield that power as a competitive advantage.

Together, we unpack how emotional realism influences persuasion, how cultural nuance reshapes global design systems, and why “design as decoration” undersells its true power. We also discuss how AI is changing concepting and collaboration inside creative studios, why human taste still matters, and what it takes to create visual communication that actually moves people.