In episode 2, host Sam Aquillano visits Proportion Design’s office for the first real session in the process, Discovery, where Proportion Co-Founders Blake Goodwin and Paul Reiss turn the tables and interview Sam about the vision behind his new book. As Paul says, as designers they’re often acting as brand therapists to ask the right questions and tease out the key information that will help them proceed through the design process. Sam, Blake, and Paul cover a range of topics, from the founding of the museum to the most pivotal moments in the book, and end on a series of continuums aimed at pinpointing the brand characteristics. Visit insidefrontcover.com for more info and to share your feedback and ideas on the project.