Paul sits down with Vix Harrison, Creative Lead at Principles in Leeds, to explore what truly makes a brand unforgettable. From the craft behind standout advertising to the power of spotting inspiration in everyday life, Vix shares how curiosity fuels her creative process and shapes the stories brands tell. Whether you’re in marketing, design or simply obsessed with what makes great ideas stick, this episode offers a smart, insightful look into how creativity comes to life.