Startups Decoded Podcast. With Malcolm Buick

 

Ep#32: A Logo is Decoration. A Brand Is Survival. Startups Fail When They Ignore It.

In this episode of Startups Decoded, host Andy Walsh sits down with Malcolm Buick, Partner & Chief Creative Officer at Athletics and a seasoned creative director, to unpack how design drives startup growth.

From his journey through music and branding to building global identities for brands like IBM, Nike, Google Chrome, Major League Soccer, and MoMA, Malcolm explores how storytelling, community, and culture shape lasting companies.

Great startups don’t just build products, they build meaning. Malcolm reveals how founders can turn design into a strategic advantage: expressing vision, earning trust, and scaling smarter. The conversation highlights the importance of authenticity, flexibility in brand systems, and creating collaborative environments that bring a brand to life.

Too often, founders underinvest in design early on. This episode reframes design as a growth lever, helping startups tell better stories, attract the right users, and build cultures that endure.

About Startups Decoded

Startups Decoded is your go-to platform for cutting through startup myths and noise. They offer founders curated insight, clear strategy, and lived experience through podcasts, consulting, and community.

Watch more episodes of Startups Decoded here.