In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Dimitra Papastathi, Head of Creative Design at Typeform. Typeform has transformed the mundane task of data collection into an engaging experience for over 150,000 businesses worldwide. Leading a lean team of four designers plus an extended creative agency, Dimitra shares how she's evolved Typeform's visual identity while maintaining brand consistency, navigated the rapidly changing AI landscape in creative work, and balanced the tension between systematic design and creative experimentation. From her background in fashion and culture to shaping tech brand narratives, Dimitra reveals the strategic thinking behind building trust through design while keeping audiences surprised.