HOW Design Live

Ignite Your Passion. Create Your Future.

May 2-6, 2017
Hyatt Regency Chicago



Design + Creativity Marketing + Strategy Branding + Packaging Tools + Resources Pre-Conference Master Classes + Workshops


9AM-1:15PM Get Better Clients Bootcamp Presented by Marketing Mentor: Get Better Clients Bootcamp Presented by Marketing Mentor Moderated by Ilise Benun, with Debbie Millman, Jake Jorgovan, Julia Reich, Ryan Robinson, Terri Trespicio
10-11:30AM Master Class: Part 1 presented by IHAF will highlight today’s top trends in-house, with marketing and design leaders from leading national brands Master Class: Sketch Noting with
Mike Rohde, Designer, Author of
The Sketchnote Handbook
Workshop: Expressive Lettering with Gemma O’Brien, Artist Specializing in Lettering, Illustration, Typography Workshop: What UX Really Is and How to DO It with Joe Natoli, UX Consultant and Author
11:45AM-1:15PM Master Class: Part 2 presented by IHAF will highlight today’s top trends in-house, with marketing and design leaders from leading national brands Master Class: Web Design Tools and Techniques for Print Designers with Jeremy Loyd + Ben Callahan, Sparkbox Workshop: Hands-On Structural Packaging, Sketching & Ideation Presented by The Dieline Conference: Mike Beauchamp, 3D Design Director, Pearlfisher Workshop: How NOT 2 Suck at Presenting: Acting 101 for Creatives with Megan Mead, HN2S
1:15-3PM Lunch on your own
3-3:45PM HOW Connection Sponsored by LinkedIn with Stefan Mumaw  | Director of Creative Strategy, Hint
4-4:30PM HOW Design Live Opening Remarks & The Dieline Awards
4:30-5:15PM Keynote: Brian Collins | Chief Creative Officer and Co-Founder, COLLINS
5:30-6:15PM Keynote: You Gotta Make a Lot of Stuff Before You Can Make Stuff Like Yourself | Timothy Goodman | Designer, Illustrator and Art Director
6:30-8:30PM Exhibit Hall Opening Reception sponsored by Domtar | Type Expo



7:15-8:45AM CMO Strategy Session Presented by IHAF—Connecting with Content
8-9AM Breakfast/Exhibit Hall Open | Type Expo

SPARK: Embrace Your Inner Weirdo & Disrupt to Reach Max Potential | Sonja Rasula | Founder Unique USA, CAMP and Unique Space

9:15-10AM Keynote: Frank Chimero | Design Director at Abstract, Multidisciplinary Designer, Author and Illustrator
10:30-11:15AM Out of Juice: How to Replenish Your Creativity Well Terri Trespicio, Content
and Branding Expert
Designing for the Future with Cues from Today’s Top Trends Andrew Gibbs, Founder of The Dieline Session Presented by the Dieline Conference 

Starbucks Panel: Building a Strong Brand Through Collaboration Dena Blevins, Melissa Bush, Jeffrey Fields, Steve Murray, Nancy Poznoff

FIRED UP: Fueling Growth with Good Design Margo Chase, Founder/Creative Director, Chase Design Group Session Presented by The Dieline Conference Tools & Resources

Expanding and Accelerating Creativity with Adobe Stock Leta Sobierajski, Wade Jeffree

Tools & Resources

Get the Right Color Before it Goes Wrong Michele Nicholson, Pantone

11:45AM-12:30PM Design Can Save the World and Other Things I Learned from Kanye West Alex Center, Design Director, The Coca-Cola Co. Session Presented by The Dieline Conference Slay Your Zombies, Slash Your Zigzags,
Show Your Zing!
Sam Harrison, Speaker, Author and Creativity Coach
An Heir & A Spare: Managing Design Teams in Times of Transition David Sherwin + Mary Paynter Sherwin, Ask The Sherwins LLC From Design Thinking to Design-Driven: A Story in Three Acts Klaus Kaasgaard, VP of Experience Design, SurveyMonkey Tools & Resources Marketers and Creatives: Better Together Moderated by Alex Withers, Chief Marketing Officer, inMotionNow with Panelists Andy Brenits, John Lewellan, Trish Olives

Tools & Resources That Time Nestle Revived an Entire Category with One Package Design—and What We Can Learn From It Steve Lamoureux, Debbie Bester and Hamish Campbell

12-2PM Exhibit Hall Open | Type Expo
12:30-2PM Lunch on your own

Tools & Resources Project Felix: What 3D Means to How You Design 10 Months and 10 Years from Now, Michael Dolan, Creative Director, Churchill Design Studio and Chantel Benson, Product Manager, Adobe Photoshop Team


SPARK: Gemma O’Brien | Artist Specializing in Lettering, Illustration and Typography

2:15-3PM Keynote: Malcolm Gladwell in Conversation with DeeDee Gordon
3:30-4:15PM PopMinded: The Art of Connecting through Popular Culture Christine Taylor, Hallmark Typography Beyond the Visual Jonathan Hoefler, Hoefler&Co. Tips and Tricks for 21st Century Networking Ilise Benun, Founder
Yves Briantais, VP Global Design & Packaging
Session Presented by The Dieline Conference
Tools & Resources Career Crossroads: Navigating Your Next Professional MoveDiane Domeyer, The Creative Group   
4:45-5:30PM How to Kick Ass on Kickstarter Alex Daly, Founder, Vann Alexandra Why Design? David Turner, Founder, Turner Duckworth Session Presented by The Dieline Conference Design Inside: The Changing Role of Design Within Organizations
Helen Stringer, Design Director, Corporate Capability, Procter & Gamble
How AI will Impact
Tomorrow’s Design Field—and How We Can Continue to Thrive Despite It
Jason Tselentis, Associate Professor at Winthrop University

Tools & Resources Reinventing Stock Photography: The 3 T’s, William Liani, Depositphotos


5:45-6:30PM Keynote: Jeffrey Zeldman | Founder of studio.zeldman, Publisher of A List Apart, Co-Founder of An Event Apart
6:30-7:30PM Exhibit Hall Open | Networking Happy Hour Sponsored by Workfront | Type Expo



7:15-8:45AM CMO Strategy Session Presented by IHAF—Building a Creative Powerhouse
 7:45-8:30AM Tools & Resources Stay Competitive by Adding UX Design to Your Portfolio, Meng He and Brian Wood
8-9AM Stock Photo Expo
8-9AM Breakfast/Exhibit Hall Open
9-9:15AM SPARK: Be Bold in Your Actions – In Design, in Leadership and in Life | Dontrese Brown | Creative Thought Leader
9:15-10AM Keynote: Natasha Jen | Partner, Pentagram
10:30-11:15AM Brand Faux-thenticity: You Can’t Make It if You Fake It Hamish Campbell, New York Creative Director, Pearlfisher Session Presented by The Dieline Conference Building a Human-
Centered Culture
Ben Callahan, President,

A Year of Good, Great and WTF? The 2017 LogoLounge Trend Report
Bill Gardner, Founder,
Gardner Design

Personal Strategies for Creative Leadership Ande La Monica, Executive Creative Director, Global Brand Strategist Tools & Resources

5 Things Keeping You from Being a Great Creative Director

David Lesue, Creative Director, Workfront


11:45AM-12:30PM Just Promoted to Creative
Director…Now What? Ed Roberts, Writer, Speaker, Creative Director, IHAF Board Member
In the Lion’s Den: A
Creative’s Guide to
Thriving in Corporate
America Gaemer Gutierrez, Creative Director, CVS Health
Designing Fearlessly:
Where’s The Love?
Ron Burrage, Senior
Director, Head of Global Design, The Hershey Co. Session Presented by The Dieline Conference
How to Cheat: Creative Domination Through Villainy Stefan Mumaw, Director of Creative Strategy, Hint Tools & Resources
Designing for Higher Education, Daniel Dejan, etc (education-training-consulting) Group at Sappi North America

Tools & Resources

Creative Trends Influencing Design in 2017 Terrence Morash

12:30-4:30PM Stock Photo Expo
12:30-4:30PM Exhibit Hall Open
12:30-2PM Lunch on your own
2-2:15PM SPARK: Matthew Manos | Founder/Managing Director, a verynice design studio
2:15-3PM KeynoteAmy Cuddy | TED Speaker, Author
3:30-4:15PM Creative Briefs Are Not Evil Emily Sander, Chair, Advertising Department, SCAD Panel: Bridging Design and Business through Effective Design  Moderated by Deborah Dawton, Chief Executive, Design Business Association and Panelists James Sommerville, Jon Denham, and Tysonn Betts Panel Presented by The Dieline Conference

Make What’s Important to You Important to Others Jeff Greenspan, Founder,

Blurring Line Between Agency, Client & Customer
 Brian Collins, Chief Creative Officer and Co-Founder, COLLINS + David Hartman, Creative Director, Brand Design Lab Target Session Presented by The Dieline Conference
Tools & Resources The 5 Hottest Print Design Trends of 2017 Sabine Lenz, 
4:45-5:30PM Branding & Packaging Session TBA Session Presented by The Dieline Conference Discussing Design:
Improving Team
Communication and
Collaboration Through
Adam Connor, VP Organizational Design & Training at Mad*Pow
The Fourth Industrial Revolution – How Design Will Help Us Navigate a Merging Digital, Physical and Biological World  Chris O’Rourke, Managing Director, Harkess-Ord Tools & Resources Brought to you by Warhead Carolyn Siha, Art Director, KREATIVE
5:45-6:00PM SPARK: Julie Anixter | Executive Director, AIGA
6:00-6:45PM Keynote: God War Sex | Seymour Chwast | Director, the Pushpin Group, Founder, Push Pin Studios
7:00PM Pixels of Fury, Presented by Shutterstock



7:15-8:45AM CMO Strategy Session Presented by IHAF—Proving Your Team’s Value
8-9AM Breakfast
9-9:15AM SPARK: Out of Many, One: The Global Rebranding of the American Marketing Association | Jennifer Severns | Chief Experience Officer, American Marketing Association
9:15-10AM Keynote: Pioneers, Prophets and Provocateurs | Dana Arnett | Founding Partner and Vice Chairman, VSA Partners
10:30-11:15AM Inside-Out: A Pro-Con List for Working In-House vs a Creative Agency Mike Peck, Creative Director, Microsoft Session Presented by The Dieline Conference

Unleashing Design – A Cultural Transition Christine Mau, Co-Founder of No More

Speak To Be Heard: Communicating Your Best Ideas Eleanor
Handley, GK Training and Communications
Choosing Type Today Indra Kupferschmid, Typographer, Professor at HBKsaar Tools & Resources
Popular creative presentations focusing on solutions and ideas presented by our sponsors
11:45AM-12:30PM Color: 99 Things You Really Oughta Know Jim Krause, Founder, Jim Krause Design In-House Perspectives by InSource Moderated by Andy Brenits, President of the Board, InSource with Peter LeedsVanessa Dewey and A.J. Wood Nestle’s Design Journey: A Multi-Sensory Awakening Ximena O’Reilly, Global Head of Visual Identity & Design, Nestle S.A. Session Presented by The Dieline Conference Dear Designers, Please Stop. Tosh Hall, Executive
Creative Director,
Jones Knowles Ritchie
Tools & Resources
Brought to You by WebDAM
12:30-2PM Lunch on your own
2-2:15PM HOW Awards
2:15-3PM Keynote: Design, Sensory-Thinking, and Uncovering Lo-Fi Magic | Kelli Anderson | Artist, Designer, Tinkerer, TED Speaker
3:30-4:15PM POWER SHIFT – Design (leadership) in a VUCA world Moira Cullen, Vice President Global Beverage Design, PepsiCo How to Show Your Design Process in Your Portfolio Jason Fox, Chair, Graphic Design, SCAD Good is Good for Business Justin Ahrens, Founder and Creative Director, Rule 29

Death of the Supermarket Moderated by Debbie Millman with Dr. Tom Guarriello, Dr. Dan Formosa, Sem Devillart,
Richard Shear
Panel Presented by The Dieline Conference

Tools & Resources Creating and Rendering 3D Packages Inside Cinema 4D,
Thanassis Pozantzis – Noseman
4:45-5:30PM Getting Into Shoppers’ Heads with Augmented Reality (AR), Virtual Reality (VR) and Neuroscience
Jean-Pierre Lacroix,
Shikatani Lacroix Design
Beyond WordPress: How to Choose the Right CMS Emily Lewis, Lead Developer + Lea Alcantara, Lead Designer, Bright Umbrella Branding & Packaging Everything is Right, You are Wong. Ivan Garcia, Creative Director and Founder, Futura Session Presented by The Dieline Conference Tools & Resources
Popular creative
presentations focusing on solutions and ideas presented by our sponsors
5:45-6:30PM Keynote: The Pursuit of Meaningful: How Embracing Personal Work Has Carried My Career | Lisa Congdon | Illustrator and Writer 
9-11:30PM Closing Night Party



8-9AM Breakfast
9-9:45AM Keynote: PepsiCo’s Culture of Design-Led Innovation | Mauro Porcini | SVP and Chief Design Officer, PepsiCo
10-10:45AM Keynote: Pum Lefebure | Chief Creative Officer and Co-Founder, Design Army
11-11:45AM Keynote: Change. Change. Change.Alina Wheeler | Branding Consultant and Author
12-12:45PM KeynoteWhat Happens Next | David Carson | Graphic Designer, Davidcarsondesign