Cat How is the co-founder of How&How and one of the most thoughtful voices in purpose-driven branding today.

In this episode, we talk about her journey from journalism into design, founding and growing a global branding agency during the COVID pandemic, and what it takes to build a business that reflects your values in practice, not just in theory.

Cat shares how storytelling shaped her approach to branding, why she believes creativity carries responsibility, and how her studio committed to climate-focused and impact-driven work early on. We discuss leadership, growth, working with a partner, burnout, and the realities behind values-led decision-making.

We also talk about AI and creativity, why Cat sees emerging tools as an opportunity rather than a threat, and why human intuition and conviction remain essential.

This is an honest conversation about purpose-driven branding, long-term thinking, and building a creative business with integrity.