A tech brand built with care, effort and craft: Sara Lundberg, Clay

Few B2B brands earn the kind of reputation Clay has built. A lot of that comes down to Sara Lundberg and her team. Sara is Manager of Brand & Web Creative at Clay, where she leads the team behind Clay’s super-distinctive, instantly recognisable brand identity. In a first for The Changemakers, Dave sits down with Sara live in London to trace how Clay built a brand people recognise before they even see the logo. Sara walks through her own route into the role, via design school in San Francisco and a stint building Webflow University as a sub-brand within Webflow. She talks about the early decision to hire an illustrator, Hudson Christie, before Clay had a salesperson or a line of revenue, and why founders Varun and Karim have stayed close to Clay's storytelling from day one while leaving the finer creative calls entirely to the team. They get into: Why finding people who care about craft, not just speed, shapes what Clay's design team ships each week The thinking behind the homepage rebuild, and how a data enrichment tool became a full revenue-system story told through a Rube Goldberg machine Where AI fits into a design process built on human effort, and where Sara draws the line Sculpt, Clay's own conference, and why sub-brands are where the team gets to break its own rules This one is a must-listen for anyone building a brand inside a fast-moving firm, and proof that a small, trusted design team can build something that bigger companies spend years chasing.  This episode was recorded live in London, watch the full episode here.  Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️