Dan Janssen, founder and creative director of Lincoln Design Co., returns to the show for a deep dive into the studio’s highly anticipated new release: The Brand Design of a Brand Design Agency. This 288-page book isn't about client work—it's a behind-the-scenes look at how Lincoln built its own brand from the inside out. Packed with unreleased logos, illustrations, internal marketing, swag, and studio stories, the book is a decade-in-the-making tribute to what happens when a studio treats itself like its most important client.

In this episode, we unpack the big ideas behind the book, why it exists, who it’s for, and how it challenges the traditional rules of branding and self-promotion. Dan shares lessons learned from building a dream studio culture, creating products that leave lasting impressions, and the importance of documenting your creative evolution.

We also talk about the value of getting outside the design bubble. Fresh off Crop Con in Austin and gearing up for the Licensing Expo in Vegas, we swap insights on how conferences, both design-focused and industry-specific—can fuel creativity, spark collaborations, and push your studio’s visibility beyond the usual crowd.

If you're a designer, creative director, studio owner, or student looking to understand what it really takes to build a brand-first creative business, this one’s for you.

📕 Grab the book and explore more:
👉 https://shorturl.at/MCWWF
🔗 https://www.lincolndesignco.com/