Michael Benford, creative director of the Atlanta Falcons and Atlanta United, went from a career in music to leading design for the major leagues. In this final episode of season 3, Benford tackles the product and process of creating highly-visible design — from stadium signage to redesigning team uniforms — and shares how to stay innovative season over season.

• For more on Michael Benford visit: www.mikebenford.com
• Produced by Matchstic: www.matchstic.com
• Hosted by Blake Howard
• Intermission music & editing by Michael Engelking 
• Illustration by Rachel Eleanor: www.rachel-eleanor.com