2018 Schedule

Sunday, April 29

6:00 PM - 8:00 PM

TBD

Track: HOW Design Live

4/29/2018 6:00 PM - 8:00 PM

HOW Design Live

Speaker

TBD

Monday, April 30

8:00 AM - 8:45 AM

HOW Connection with Stefan Mumaw and Coffee Break

Stefan Mumaw, Creative Director, First Person

Track: HOW Design Live | Room: Exhibit Hall B

4/30/2018 8:00 AM - 8:45 AM

Room: Exhibit Hall B

HOW Design Live

Speaker

Stefan Mumaw

Stefan Mumaw

Creative Director

First Person

HOW Connection with Stefan Mumaw and Coffee Break

The goal of HOW Connection is simple: give you a reason to meet someone new so when you walk into that session 3 days later, there’s someone there motioning you over with that subtle head nod we all need in life. This isn’t a networking event, those are lame. This is a ‘meet your new best friend’ event that gives you at least one story of questionable decision-making to post about on your social feeds. 

Come out and meet that person you’ll pinky swear never to talk about your time together ever again. Because that’s what creative conferences are all about.

This was a HUGE HIT the past two years and we can’t wait for you to start your HOW Design Live experience off right… by meeting up with old friends, finding some new ones, and having some geeky designer fun.

Sponsored by LinkedIn

9:00 AM - 9:15 AM

HOW Design Live Opening Remarks

Tracks: Keynote, HOW Design Live | Room: Auditorium

4/30/2018 9:00 AM - 9:15 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

HOW Design Live Opening Remarks

9:15 AM - 10:00 AM

Quiet: How to Harness the Strengths of Introverts to Transform How We Work, Lead and Innovate

Susan Cain, Co-Founder of Quiet Revolution and Bestselling Author

Tracks: Keynote, HOW Design Live | Room: Auditorium

4/30/2018 9:15 AM - 10:00 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Susan Cain

Susan Cain

Co-Founder of Quiet Revolution and Bestselling Author

Quiet: How to Harness the Strengths of Introverts to Transform How We Work, Lead and Innovate

Did you know that introverted leaders often deliver better results than extroverts? That the most spectacularly creative people tend to be introverts? That the most innovative thinking happens alone and not in teams? One of the central challenges of any business is to bring out the best in its employees. Yet when it comes to introverts—who make up a third to a half of the workforce—our leadership strategy mainly consists of asking them to act like extroverts. This is a serious waste of talent and energy. In an enlightening, relatable and practical talk, Susan Cain shows us that introverts think and work in ways that are crucial to the survival of today’s organizations. How can you structure your organization so that the best ideas dominate, rather than those of the most vocal and assertive people? How do introverts’ and extroverts’ different personalities cause them to solve problems and evaluate risk differently? What do introverts know about creativity that the rest of us should learn? Drawing on her original research and the latest in neuroscience and psychology, Cain will radically change your view of the best way to develop leaders, manage teams, make smart hires and stimulate innovation. 

10:15 AM - 11:00 AM

TEN THINGS TO ZAP SO YOU CAN ZING!

Sam Harrison, Speaker, Author and Coach on Creativity-Related Topics

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom C

4/30/2018 10:15 AM - 11:00 AM

Room: Ballroom C

Breakout

Design + Creativity

HOW Design Live

Speaker

Sam Harrison

Sam Harrison

Speaker, Author and Coach on Creativity-Related Topics

TEN THINGS TO ZAP SO YOU CAN ZING!

In order to say yes to things that can lift you up and move you forward, you have to first say no to things that keep you down and hold you back. In other words, you sometimes need a To-Stop list more than a To-Do list. In this entertaining, insightful and tips-filled session, popular author and speaker Sam Harrison will help you clearly see things you need to let go of right now — so you have the time, energy and control to grab hold of creative things that make your life zing with inspiration, insights and ideas. 

Sorry About Your Wall - Crafting Culture

Josh Higgins, Executive Creative Director, Facebook

Tracks: In-House, HOW Design Live | Room: Ballroom B

4/30/2018 10:15 AM - 11:00 AM

Room: Ballroom B

Breakout

In-House

HOW Design Live

Speaker

Josh Higgins

Josh Higgins

Executive Creative Director

Facebook

Sorry About Your Wall - Crafting Culture

From a touring musician on MCA/Universal Records to Design Director for President Obama to an Executive Creative Director at Facebook. During each, I realized the importance of building culture within your band / team / organization and its impact on the work, recruiting, team dynamics and the organization. Design and creativity was always at the heart of the building. It’s easy to talk about but hard to do.

How to Future-Proof Your Packaging Design Pipeline

Chantel Benson, Product Manager, Adobe

Benny Lee, 3D Design, Coca-Cola

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom A

4/30/2018 10:15 AM - 11:00 AM

Room: Ballroom A

Breakout

The Dieline Conference

HOW Design Live

Speakers

Chantel Benson

Chantel Benson

Product Manager

Adobe

Benny Lee

Benny Lee

3D Design

Coca-Cola

How to Future-Proof Your Packaging Design Pipeline

There is never enough time to get your concept ready to show your clients, or your customers. 3D offers the promise of vastly more efficient workflows, but historically has been the purview of elite computer graphics artists. What if it was possible to get the benefits of 3D, with the efficiency of 2D design tools you know and love?

Benny Lee leads a multi-disciplinary design team at Coca-Cola. In this workshop, he’ll show you how they’ve been leveraging 3D technologies to get consistency in design concepts, and massive improvements in speed and efficiency. He’s also been an early adopter of Adobe Dimension CC, and will talk about how the promise of 3D for 2D designers through Adobe’s new tool is resonating with his team.

From use-case examples to product demonstration, this workshop covers:

  • A solid workflow using 3D assets to create traditional package design images and connecting out to publishing for AR, VR and MR experiences
  • How working with these assets ensures product and brand accuracy across multiple design and marketing initiatives
  • The measurable ROI for eliminating bottlenecks in the content pipeline

Design Makes Us Hungry

Joy Bauer, Registered Dietitian & Best-Selling Author

Thomas Wilder, Creative Director, COLLINS

Tracks: The Dieline Conference, HOW Design Live | Room: 304

4/30/2018 10:15 AM - 11:00 AM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speakers

Joy Bauer

Joy Bauer

Registered Dietitian & Best-Selling Author

Thomas Wilder

Thomas Wilder

Creative Director

COLLINS

Design Makes Us Hungry

Most people today are on some kind of health journey. We're aware of our eating habits like never before.

But in seeking healthier and better food options, it seems like we’ve also left happiness and delight behind.

So, no more Hyper-Jacked Crazy-Spicy Taco Cheese Bombs? No more Sugar-Covered Marshmallow Gummy Bunnies?

Fine.

But are Flax Seed-Dusted Kale Crisps or Raw Quinoa Broccoli Bars the only other choice?

Hmmm.

What if snacks were not so polarizing?

What if we could have something that tasted good and was good for you? What if healthier snacking was a delight and not a chore? And how can design help communicate this duality in ways that pique the senses and send product flying off shelves?

These are the questions that Joy Bauer, health expert from NBC's Today Show and founder of Nourish Snacks and Thomas Wilder, Creative Director from COLLINS/ NY will answer together in this session.

They'll explain the process and ultimate successes they've had in re-imagining and relaunching Nourish Snacks over the last year. They may even have a surprise in store.

3 audience takeaways:


1. How to design a magnetic solution by seeking what really drives people’s behavior.
2. How tapping into potent memories and design history is not a "retro" or nostalgic move but can inspire new ideas for a future-facing product.
3. How to build a differentiated brand world - and break from your category.

Monday Breakout 5

Tracks: Tools + Resources, HOW Design Live

4/30/2018 10:15 AM - 11:00 AM

Breakout

Tools + Resources

HOW Design Live

Speaker

Monday Breakout 5

When to Skip Design Research?

Mona Patel, CEO, Motivate Design

Track: HOW Marketing Live | Room: 207

4/30/2018 10:15 AM - 11:00 AM

Room: 207

Breakout

HOW Marketing Live

Speaker

Mona Patel

Mona Patel

CEO

Motivate Design

When to Skip Design Research?

Let’s say you were asked to design a new take on a coffee maker (or a friend’s website, spaceship interior or new product package). How would you begin? In this fast-paced and interactive session, Mona Patel, author of Reframe and CEO of Motivate, a design and research agency, takes you through a crash course on market and design research methods, from thorough and traditional to new, proprietary. You’ll leave knowing when and how to fold in research on your projects, as well as some new techniques to use in the next one.

Putting Heart into Design for A Deeper, More Meaningful Experience

Grant Langston, CEO, eharmony

Track: HOW Marketing Live | Room: 208

4/30/2018 10:15 AM - 11:00 AM

Room: 208

Breakout

HOW Marketing Live

Speaker

Grant Langston

Grant Langston

CEO

eharmony

Putting Heart into Design for A Deeper, More Meaningful Experience

Understanding essential marketing concepts and tools is crucial to fostering a relationship between designers and marketers. This session will provide insight into how design adds value to marketing--and vice versa--by designing for the customer experience. Attendees will leave with basic understanding of topics that will be covered in the HML track, specifically the fundamentals that link marketing and design.

•    Putting heart into design leads to a deeper and more meaningful user experience that will encourage users to stay committed to your brand.
•    Successful rebranding goes beyond new logos and color palettes - evolving a brand from the inside out is what can ultimately deliver a stronger UX.
•    Experimenting with creative approaches to reach your audience when paid media has taken your brand as far is it can.

11:15 AM - 12:00 PM

Design The Life You Love

Ayse Birsel, Co-Founder and Creative Director , Birsel + Seck

Tracks: HOW To, HOW Design Live | Room: Ballroom A

4/30/2018 11:15 AM - 12:00 PM

Room: Ballroom A

Breakout

HOW To

HOW Design Live

Speaker

Ayse Birsel

Ayse Birsel

Co-Founder and Creative Director

Birsel + Seck

Design The Life You Love

Helping individuals to think about their life playfully and with optimism "Life, just like a design problem, is full of constraints such as time, money, age, location, and circumstances. We cannot have everything. If we want more, we have to be creative about how to make what we need and what we want co-exist. This requires design thinking." - Ayse Birsel Author of Design The Life You Love, published by Ten Speed Press, and co-founder of the award-winning design consultancy, Birsel + Seck, Ayse Birsel tells the story of how she applied her design process to her life, her most important project, as an experiment, and discovered that most of us also want to be the designers of our own lives. Using constructive metaphors, playful tools and optimistic visualizations, she draws from concepts in fields as diverse as fashion, design, art and gastronomy-looking to the work of creative thinkers such as Issey Miyake, Ferren Adria, James Dyson and Steven Jobs.

“What took design so long to tackle the most important of all projects? It took Ayse Birsel, a designer who  knows how to find elegant solutions for complex issues not only when it comes to products, but also when it comes to everybody's search for serenity, inspiration, and fulfillment in life." - Paola Antonelli, senior curator of architecture & design, the Museum of Modern Art Design the Life You Love

Rock the Boat, Baby! The Art of Saying No

Emily Cohen, Business Consultant

Tracks: HOW To, HOW Design Live | Room: Ballroom B

4/30/2018 11:15 AM - 12:00 PM

Room: Ballroom B

Breakout

HOW To

HOW Design Live

Speaker

Emily Cohen

Emily Cohen

Business Consultant

Rock the Boat, Baby! The Art of Saying No

Is your workload constantly increasing and piled high with deadlines and obligations? Do you struggle with pushing back clients, employees, executives, and strategic partners when they have impossible requests or expectations? Do you often take on more than you can chew? The art of pushing back, saying no, and even being honest with your professional relationships are critical skill sets that many creative lack. We worry about what other people want, think, or need, and spend a lot of time doing things for others, often at the risk of hurting ourselves and our own team. We love being the nice guy and are notorious conflict-avoiders. This session will focus on the who, when, where, why, and how of saying no to clients, staff, and projects. Learn how to identify opportunities to push back and say no more effectively, without damaging relationships.

Play into It- Finding Your Home InHouse

Vanessa B. Dewey, Sr. Product Marketing Manager , Adobe

Tracks: In-House, HOW Design Live | Room: Ballroom C

4/30/2018 11:15 AM - 12:00 PM

Room: Ballroom C

Breakout

In-House

HOW Design Live

Speaker

Vanessa B. Dewey

Vanessa B. Dewey

Sr. Product Marketing Manager

Adobe

Play into It- Finding Your Home InHouse

Figuring out one’s career path can be daunting. But when you are an in-house designer ,and add to it a member of a 500+ creative organization, figuring out your path can feel overwhelming. That was the situation Vanessa found herself during her first years at Mattel. This talk with cover how Vanessa took control of her career path, embraced her true creative passion, which helped her evolve her career in a surprising direction. Take-aways from this talk are not just applicable for inhouse but all designers.

Branding Palmwood: a cross-cultural strategy for hope

Michael Hendrix, Partner, IDEO

Tracks: The Dieline Conference, HOW Design Live | Room: 304

4/30/2018 11:15 AM - 12:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Michael Hendrix

Michael Hendrix

Partner

IDEO

Branding Palmwood: a cross-cultural strategy for hope

How do you package hope and optimism for an environment that finds itself increasingly threatened by radicalism and extremism? The answer is Palmwood, a creative organization founded by the UAE Government and IDEO in January 2018. IDEO Partner Michael Hendrix will share the story behind the creation and branding of Palmwood, showing how the bilingual identity system uses poetry and metaphor to bridge cultures and encourage curiosity, generosity and creativity. You’ll get an inside look at the year prior to launch, the projects that led to it and the people that made a commitment to an open palm instead of a fist. This is a unique view into human-centered brand development and a clear example of how design thinking creates beautiful, impactful design outcomes.

Consultative Selling - See email below…

Eddy Herty, National Creative Director, OUTFRONT Media

Tracks: Tools + Resources, HOW Design Live | Room: 302

4/30/2018 11:15 AM - 12:00 PM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Eddy Herty

Eddy Herty

National Creative Director

OUTFRONT Media

Consultative Selling - See email below…

"I don't have time to explain the project, see email below… " WTF.

Time is quickly turning into a resource that none of us have enough of. When you consider how this effects the design & advertising world, we in the creative community need to make the most of it, to impact brands, and more importantly, lives in the most positive manner possible. This presentation is about the consultative process in a incredibly fast paced industry, establishing value by seeing the "need", moving past the "want" and making a sincere connection between our clients and the people who they can truly benefit.

Bringing Designers and Marketers Together. i.e., kill the creative brief and start talking.

Jonathan Cleveland, Principal, Cleveland Design

Elizabeth Darragh, Vice President of Global Marketing Communications, Sensitech Inc.

Track: HOW Marketing Live | Room: 207

4/30/2018 11:15 AM - 12:00 PM

Room: 207

Breakout

HOW Marketing Live

Speakers

Jonathan Cleveland

Jonathan Cleveland

Principal

Cleveland Design

Elizabeth Darragh

Elizabeth Darragh

Vice President of Global Marketing Communications

Sensitech Inc.

Bringing Designers and Marketers Together. i.e., kill the creative brief and start talking.

Marketing and design approach everything differently, which makes harmony a challenge. It’s often said that Marketing approaches the work as if talking to a group (i.e. how the overall campaign will help sway a new audience of customers to their product), while the Creative's approach is as if talking to one person (i.e. how an individual will react to the visuals, products and brand). The goal for both is to fulfill the brand promise, but they can’t do that unless they can align marketing strategy and creative and speak the same language from the beginning.


 

In this presentation, Jonathan Cleveland, Principal of Cleveland Design and Elizabeth Darragh, VP of Global Marketing Communications for Sensitech, will describe the evolution of their 13 year relationship as designer and marketer and share a case study of a recent rebrand (including for market and product segments, position acquisitions, and development of a new website) that combined the talents and skills of everyone involved and brings a unified voice, great visuals, and a successful market strategy. Save yourself 12 years and come to listen, learn and talk.

Key takeaways include:

• The knowledge the creative now needs to bring to the table, and how to get it

• Methods for educating both designer and marketer to speak in a unified voice

• Best practices for inclusion of all decisions makers for the creative and marketing process

Vanity Metrics vs. Metrics That Matter & Effective Visual Representation

Ali Schwanke, CEO and Founder, SIMPLE STRAT

Track: HOW Marketing Live | Room: 208

4/30/2018 11:15 AM - 12:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Ali Schwanke

Ali Schwanke

CEO and Founder

SIMPLE STRAT

Vanity Metrics vs. Metrics That Matter & Effective Visual Representation

This session will address the differences between various categories of metrics, vanity metrics (Facebook likes/shares) vs. metrics that illustrate customer retention (conversions/engagement), that marketers seek. Moving then to explore how you can help your team increase performance by presenting information and metrics in a visually appealing way to illustrate overall value, as a result of establishing clear goals and outcomes at the onset of marketing and design collaborations.

2:00 PM - 2:15 PM

Future (Of Design) Is Female

Jessica Tillyer, Managing Creative Director, SYPartners

Tracks: Spark, HOW Design Live | Room: Auditorium

4/30/2018 2:00 PM - 2:15 PM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

Jessica Tillyer

Jessica Tillyer

Managing Creative Director

SYPartners

Future (Of Design) Is Female

From movements to moments we're finally seeing what it means to lead creative projects with femininity—and embracing the impact this leadership can have on the world. What happens when more women get involved in AI? When actresses unite around Award Ceremonies? When women design a city, movement, or workplace? In this Spark session, SYPartners Managing Creative Director Jessica Tillyer will examine examples of a turn toward design that embraces women-led creativity and how you—regardless of gender—can embrace femininity in how you design and lead. 

2:15 PM - 3:00 PM

5 Social Media Strategies to Design Your Personal Brand

Dorothéa Volpe, Founder and Principal, Social Espionage, LLC

Tracks: Keynote, HOW Design Live | Room: Auditorium

4/30/2018 2:15 PM - 3:00 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Dorothéa Volpe

Dorothéa Volpe

Founder and Principal

Social Espionage, LLC

5 Social Media Strategies to Design Your Personal Brand

What do Paula Deen, Shia LeBouf, Martha Stewart and Snoop-Dog have in common? They all have strong and differentiating personal brands.

Whether you are an entrepreneur, designer, business owner or senior leader in an organization, who you are matters as much as how you communicate it!

Are you attempting to get the attention of tier-1 media or court the ideal client or member of the creative community? Are you sharing the right type of content to attract the perfect employee to your company?

Now more than ever it is important to get your voice heard and establish your reputation on and off-line.

Learn the tips and tricks for building your personal brand from the expert that taught several C-Suite executives, business leaders and Ryan Seacrest! Come join HOW Conference 2018 as we host Dorothéa Bozicolona-Volpe, Principal of Social Espionage.

Ms. Bozicolona-Volpe will walk us through 5 Strategies to Design Your Personal Brand using case studies and tactics that can build your personal brand and create effective digital-thought leadership.

3:15 PM - 4:00 PM

Habits that Hurt

Eleanor Handley, Lead Trainer, GK Training and Communications

Tracks: HOW To, HOW Design Live | Room: Ballroom A

4/30/2018 3:15 PM - 4:00 PM

Room: Ballroom A

Breakout

HOW To

HOW Design Live

Speaker

Eleanor Handley

Eleanor Handley

Lead Trainer

GK Training and Communications

Habits that Hurt

We all have habits we know get in the way of us communicating as effectively as we'd like to, which begs the question, 'why not just change them?'.  Most of us have no problem identifying WHAT we'd like to change - a lot of us get stuck on the HOWFollowing on from her address at HOWDesign 2017, Eleanor Handley of GK Training and Communications will take a select group of participants through an intensive, interactive workshop, providing tailored, practical and proven techniques for creating stronger communication. 

Spoken Communication is a physical art form, which means that many of our bad habits are deeply embedded in what's commonly referred to as 'muscle memory'. Using GK's unique suite of kinesthetic learning tools, Eleanor will empower participants to approach communication physically, creating meaningful, lasting change and proving that old habits die more easily than you might think. 

Designer Therapy: You are Not Alone

Justin Ahrens, Founder and Creative Director, Rule 29

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom B

4/30/2018 3:15 PM - 4:00 PM

Room: Ballroom B

Breakout

Design + Creativity

HOW Design Live

Speaker

Justin Ahrens

Justin Ahrens

Founder and Creative Director

Rule 29

Designer Therapy: You are Not Alone

What is your greatest struggle as a designer? Whatever it is, we invite you to bring it to this session. In fact, consider this a free hour-long therapy session. Here, we will explore all things frustrating, challenging, and/or mysterious about being a designer (whether freelance, in-house or agency). What do I do with this client that won't stop texting me? What do I do with this mediocre work that emerged after my latest design-by-committee experience? Why do I regret my latest hire? When did I promote my client to be my art director? This talk will be funny, inspirational, and directional in HOW we respond to the less-than-glamorous side of design and business. Join Justin for a refreshing look at what we all question, but NEVER talk about. You may want to bring your flask.

We Haven’t Changed, The World Has

Tosh Hall, Global Executive Creative Director, Jones Knowles Ritchie

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

4/30/2018 3:15 PM - 4:00 PM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Tosh Hall

Tosh Hall

Global Executive Creative Director

Jones Knowles Ritchie

We Haven’t Changed, The World Has

Packaging has always been the most important part of the consumer experience, but now that world has changed. Where does that leave us as designers?

In this talk, Tosh Hall explains how the fundamentals of good design, and what grabs people’s attention,  remains  – excellent craft, equity, relevance, emotional resonance and the unexpected – it’s the way in which we consume our brands that has changed.

Dissecting these truths through examples of work, Tosh argues that designers are the perfect people to take these fundamentals into the future and apply them to whatever medium wins out.

3 Take Aways:

How the fundamentals of great packaging design can inform tomorrows great brands
The value of craft, emotion and the unexpected
Why design is the future

Seeking The Unexpected

Joshua Breidenbach, Creative Director / Co-Founder, Rice Creative

Chi-An De Leo, Creative Director / Co-Founder, Rice Creative

Tracks: The Dieline Conference, HOW Design Live | Room: 304

4/30/2018 3:15 PM - 4:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speakers

Joshua Breidenbach

Joshua Breidenbach

Creative Director / Co-Founder

Rice Creative

Chi-An De Leo

Chi-An De Leo

Creative Director / Co-Founder

Rice Creative

Seeking The Unexpected

Our studio ethos is about seeking unexpected results. Through our own pursuit of happiness and meaning in our work, we started Rice in Saigon with the simple intent of doing good through branding. Since, we have established a multi-cultural studio of idea hunters, that have unexpectedly brought Vietnam based brands into a new global conversation. The work we continue to do is refreshing globally, and strongly relevant locally. Rice yields results through rigorous research, we often find ourselves far afield, on adventures. The process of discovery gets us closer to uncovering something untold. The resulting work is never expected, and sometimes it strikes a chord with someone on the other side of the world. That fact has made a lot of people proud in Vietnam.

- Work with meaning and responsibility

- Trust a process to lead you to a discovery

- Enjoy the ride

Monday Breakout 19

Tracks: Tools + Resources, HOW Design Live

4/30/2018 3:15 PM - 4:00 PM

Breakout

Tools + Resources

HOW Design Live

Speaker

Monday Breakout 19

Building Brands Through the Power of Music

Joe Belliotti, Founder, NOISEGATE

Track: HOW Marketing Live | Room: 207

4/30/2018 3:15 PM - 4:00 PM

Room: 207

Breakout

HOW Marketing Live

Speaker

Joe Belliotti

Joe Belliotti

Founder

NOISEGATE

Building Brands Through the Power of Music

This session looks at the importance of designing music into the brand experience and how marketers can embrace music and all the attention that surrounds it to grow their brands. Music is a key passion point for all audiences, averaging over 25.5 hours of connection per week and increasing thanks streaming services such as Spotify and Apple Music and new platforms in the home such as Amazon Echo, Google Home and HomePod. This session highlights ways marketers can use incorporate music into their marketing efforts and a look forward to innovative new platforms and technologies that are making the connection between brand and music even stronger. 

Metrics: The Role of Data in Creativity

Allen Gannett, Founder & CEO, TRACKMAVEN

Track: HOW Marketing Live | Room: 208

4/30/2018 3:15 PM - 4:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Allen Gannett

Allen Gannett

Founder & CEO

TRACKMAVEN

Metrics: The Role of Data in Creativity

This session will explore how the world's best creative uses data in their processes. The research comes from Gannett's forthcoming book, The Creative Curve, where he interviewed dozens of the world's modern creative geniuses. How does Ben & Jerry's use data to create great ice cream flavors? What do movie marketers and political campaigns have in common when it comes to data?

  • How great creatives incorporate data into their process 
  • The tools and methods for people with low, medium, and high budgets.
  • The difference between proactive and reactive data

4:15 PM - 5:00 PM

Supporting Design: Using Research to Inspire Designers

Meena Kothandaraman, Founding Member, twig+fish

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom B

4/30/2018 4:15 PM - 5:00 PM

Room: Ballroom B

Breakout

Design + Creativity

HOW Design Live

Speaker

Meena Kothandaraman

Meena Kothandaraman

Founding Member

twig+fish

Supporting Design: Using Research to Inspire Designers

Let’s face it – designers are brilliant – but any designer will agree that when coming up with a departure from a current design, a spark is needed. Some sort of excitement that gets the creative juices flowing. This is where qualitative research can help, and in many cases, can provide inspiration to many different options for designers to consider.  New design can be so much more than just changing the position of a button (and maybe even more than changing the color of that button too!)

Meena Kothandaraman of twig+fish research practice will discuss how qualitative research, when credibly applied, can truly inspire design teams by rallying around the human story. Qualitative research is uniquely positioned to focus on the ambiguous nature of humans, and embrace the abstract that represents all thing humans. By bringing stories to light, and revealing gaps that can exist in human realities, Meena will share a few case studies that used research output and stories as an anchor to get designers excited, and eventually, have them excel with design options.

Critique and The Design Process: Facilitating Better Feedback

Aaron Irizarry, Head of Experience Infrastructure, Capital One

Tracks: HOW To, HOW Design Live | Room: Ballroom C

4/30/2018 4:15 PM - 5:00 PM

Room: Ballroom C

Breakout

HOW To

HOW Design Live

Speaker

Aaron Irizarry

Aaron Irizarry

Head of Experience Infrastructure

Capital One

Critique and The Design Process: Facilitating Better Feedback

Conversations about the quality and effectiveness of your design work can be challenging. In this presentation, Aaron Irizarry, author of Discussing Design, examines the language, rules, and strategies for critique. You’ll learn takeaways to immediately put to work for creating a useful, collaborative environment for discussing design.

  • An understanding of where critique fits within the design process and how to incorporate it into projects.
  • Methods for gathering useful feedback from clients and teammates.
  • Filtering solid critiques from personal opinion.
  • Critique and remote teams, how to make it work.
  • Challenges to critique and the path to better conversations.

What Persists: People, Process, and Performance

Josh Silverman, Design Producer, Twitter

Tracks: In-House, HOW Design Live | Room: Ballroom A

4/30/2018 4:15 PM - 5:00 PM

Room: Ballroom A

Breakout

In-House

HOW Design Live

Speaker

Josh Silverman

Josh Silverman

Design Producer

Twitter

What Persists: People, Process, and Performance

In a world of constant change accelerated by the intersection of design & technology, there are but three things that persist: people, process, and performance. When we pay more attention to the configuration of teams, to our own individual and collective preferences for how work gets done, and to the structure of collaboration, we become more empathic, better at collaboration, and happier people. This talk will show you how to diagnose and solve for The People Layer, and develop skills that persist, such as:

  • The value (and difficulty) of asking fundamental questions
  • Agreements to honor a variety of working and learning styles
  • Proven methods for giving, receiving, and socializing feedback
  • Org charts, relationship maps, personal user manuals – and more

Opening Up New Experiences

Simon Endres, Partner and Chief Creative Officer, Red Antler

Tracks: The Dieline Conference, HOW Design Live | Room: 304

4/30/2018 4:15 PM - 5:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Simon Endres

Simon Endres

Partner and Chief Creative Officer

Red Antler

Opening Up New Experiences

At Red Antler, Simon has helped build some of the most compelling and disruptive new businesses in the world. With a focus on startups, his team needs to find new ways to connect with customers every day (across an ever-increasing number of channels). And it’s not just about digital. Direct-to-consumer businesses like Casper, Allbirds, and Brandless have proven that physical experiences continue to play a massive role in a brand’s impact.

Simon will discuss how these new brands use packaging as a powerful way to express their company’s values and reasons to believe, providing a rich canvas for visual storytelling, and tactile physical experiences that engage the senses.

Looking towards the future, Simon will propose how meaningfully designed, surprising packaging has the potential flow out into immersive retail experiences, and create offline and online fuel for the increasingly critical conversations between consumers and the brands with whom they choose to engage.

“You Spin Me Right Round, Baby” - Designing in 3D

Aaron Mallory, Account Executive, Esko

Michael Naughton, Account Executive - Brand Management Solutions, Esko

Tracks: Tools + Resources, HOW Design Live | Room: 302

4/30/2018 4:15 PM - 5:00 PM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speakers

Aaron Mallory

Aaron Mallory

Account Executive

Esko

Michael Naughton

Michael Naughton

Account Executive - Brand Management Solutions

Esko

“You Spin Me Right Round, Baby” - Designing in 3D

Why design in a flat world if packaging isn’t? 

Designing doesn’t have to be a boring 2D process.  

As new technologies are integrated into the design process, your creations can take on a life of their own and become beautiful 3D virtual rendered models. Inspire yourself & ultimately impress your clients with these easy to use 3D design tools.  Let Aaron and Michael tell you a story & show how easy it is to create your vision & then share it in 3D. At the end of the day designing in 3D will make you one very happy designer!

This session will leave you "spinning right ‘round” about:

1.  How designing in virtual 3D is the future of packaging design!

2.  Why you’ll never want to cut, fold, and glue physical mock-ups ever again!

3.  How this can all be done right inside your favourite designing software.

Walk a Mile in Your Customer’s Shoes: Designing for The Attention Economy

Michael Solomon, Professor, Author, Consultant, Haub School of Business at Saint Joseph’s University

Track: HOW Marketing Live | Room: 207

4/30/2018 4:15 PM - 5:00 PM

Room: 207

Breakout

HOW Marketing Live

Speaker

Michael Solomon

Michael Solomon

Professor, Author, Consultant

Haub School of Business at Saint Joseph’s University

Walk a Mile in Your Customer’s Shoes: Designing for The Attention Economy

An awesome product?  A sizzling ad campaign?  No - the single biggest marketing challenge today is simply to grab the attention of jaded customers.     

Consumers do tune in to products and services that tune in to them. That’s why a revolution in design thinking is afoot. The fundamental building blocks of this approach  are Empathize, Define, Ideate, and Test. You can’t walk down this road without immersing yourself in your customer’s perspective. So, empathy is the first big step.  How can organizations truly understand the lived experiences of their customers so they can design new products and services that will resonate with them?  

We’ll focus on the importance of brand engagement, and explore the paths to create Resonance -- The Holy Grail of Marketing.  Along the way we’ll visit such topics as multisensory, cognitive and behavioral engagement.  We’ll see how major brands  resonate with their customers. We’ll even explore the “Magic Triangles” of Consumer Behavior that move customers from inertia to devotion. 

Design for Advertising

Kaivan Dave, Founder & CEO, Glyder

Track: HOW Marketing Live | Room: 208

4/30/2018 4:15 PM - 5:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Kaivan Dave

Kaivan Dave

Founder & CEO

Glyder

Design for Advertising

With many media channels vying for consumer attention, how can teams create the most effective visuals to reach the most people? Utilizing unique design methods for various channels allows consumers to be reached in many ways, ultimately producing the most ROI. Recognizing the difference between owned/earned/paid advertising, and how to best create with these channels in mind, attendees will better understand how to effectively reach consumers.

·         Mobile Ads & Sponsored Content

·         Search Engine Marketing

·         Display Advertising

·         Social Advertising

·         Physical Advertising

·         Video Advertising

5:15 PM - 5:30 PM

2018 Dieline Awards

Track: HOW Design Live | Room: Auditorium

4/30/2018 5:15 PM - 5:30 PM

Room: Auditorium

Awards

HOW Design Live

Speaker

2018 Dieline Awards

5:30 PM - 6:15 PM

Into The Unknown

Brian Collins, Chief Creative Officer and Co-Founder, COLLINS

Tracks: Keynote, HOW Design Live | Room: Auditorium

4/30/2018 5:30 PM - 6:15 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Brian Collins

Brian Collins

Chief Creative Officer and Co-Founder

COLLINS

Into The Unknown

6:00 PM - 8:00 PM

TBD

Track: HOW Design Live

4/30/2018 6:00 PM - 8:00 PM

HOW Design Live

Speaker

TBD

6:30 PM - 8:30 PM

Exhibit Hall Opening Reception

Track: HOW Design Live | Room: Exhibit Hall A

4/30/2018 6:30 PM - 8:30 PM

Room: Exhibit Hall A

HOW Design Live

Speaker

Exhibit Hall Opening Reception

Sponsored by MOO & fairlife. Be there to get the first look-see at all the booths filled with products and services that elevate your designs – oh and the swag is always great too!

The Opening Reception is a great opportunity to grab a drink, wander the booths and connect with your fellow creatives. (Remember to bring a lot of business cards).

This year, our Exhibit Hall will be better than ever. Expect more interactive fun, HOW collectibles, and premium swag—plus a whole lot more we can’t reveal just yet! 

Tuesday, May 1

8:00 AM - 9:00 AM

Breakfast

Track: HOW Design Live | Room: Exhibit Hall B

5/01/2018 8:00 AM - 9:00 AM

Room: Exhibit Hall B

HOW Design Live

Speaker

Breakfast

Speed Coaching

Track: HOW Design Live | Room: Exhibit Hall B

5/01/2018 8:00 AM - 9:00 AM

Room: Exhibit Hall B

Networking

HOW Design Live

Speaker

Speed Coaching

Join our expert speakers for one-on-one, 10-minute personal coaching sessions, and to discuss various design topics. This is your chance to get career advice, talk through a sticky project, or ask for feedback on your portfolio. Sign up here!

Note: Speed Coaching will be held in Exhibit Hall B. If you have signed up, please check in with HOW staff at the Speed Coaching area of Exhibit Hall B at least 5 minutes before your scheduled appointment. Due to the time restraints of our speakers, and the fast nature of this activity, we are unable to accommodate late arrivals. Walk-in appointments may be available - please check with HOW staff at the check-in table.

9:00 AM - 9:15 AM

The HOW & PRINT Awards

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/01/2018 9:00 AM - 9:15 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

The HOW & PRINT Awards

Join us in a celebration of the top winners of recent HOW+PRINT Design Awards.

9:15 AM - 10:00 AM

Tuesday Keynote 1

Nick Law, Chief Creative Officer Publicis Groupe, President Publicis Communications

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/01/2018 9:15 AM - 10:00 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Nick Law

Nick Law

Chief Creative Officer Publicis Groupe, President Publicis Communications

Tuesday Keynote 1

10:15 AM - 11:00 AM

The Worst Negotiating Mistakes and How to Avoid Them

Ilise Benun, Author, Mentor/Business Coach for Creative Pros, Host of Marketing Mentor Podcast & HOWLive Podcast + Program Partner HOW Design Live, Marketing-Mentor.com

Tracks: Career Advancement, HOW Design Live | Room: Ballroom C

5/01/2018 10:15 AM - 11:00 AM

Room: Ballroom C

Breakout

Career Advancement

HOW Design Live

Speaker

Ilise Benun

Ilise Benun

Author, Mentor/Business Coach for Creative Pros, Host of Marketing Mentor Podcast & HOWLive Podcast + Program Partner HOW Design Live

Marketing-Mentor.com

The Worst Negotiating Mistakes and How to Avoid Them

If you’re like most creative professionals, you hate talking money, whether you are negotiating your salary or a price with a client. As a result, you probably don’t secure the best deals for yourself.

But with a bit of training, you could. It’s not difficult.

In this session, Ilise Benun, Founder of Marketing-Mentor.com and author of The Creative Professional’s Guide to Money, will reveal the most common mistakes designers make, and provide specific tactics for what to do instead.  Takeaways include:

  • The 7 small (but lethal) mistakes creative professionals make most often
  • What not to say when negotiating (and what to say instead)
  • How to prepare for a negotiation
  • Pricing techniques that practically eliminate the need to negotiate
  • How not to underprice your services and talents
  • How to avoid “price blurting”

Strategic Storytelling: Find Your Followers and Launch Your Creative Idea

Stephanie Pereira, Head of Strategic Initiatives, Imprint Projects

Tracks: Career Advancement, HOW Design Live | Room: Ballroom A

5/01/2018 10:15 AM - 11:00 AM

Room: Ballroom A

Breakout

Career Advancement

HOW Design Live

Speaker

Stephanie Pereira

Stephanie Pereira

Head of Strategic Initiatives

Imprint Projects

Strategic Storytelling: Find Your Followers and Launch Your Creative Idea

We all have a creative project or two lurking around in our heads somewhere. Possibly even sitting on a shelf, ready to go but with no time or resources to take it that last mile into the lives of the people it was meant for. Not to mention that common fear -- What if I put my idea out there, and no one likes it? Or, How do I even find the right people to share this idea with? 

In this session, Stephanie Pereira will lead attendees through a step-by-step guide to building a fan base from scratch, with the goal of successfully launching a new creative idea into the world. Using real-life creative case studies, we will walk through a template for setting goals, defining key messages, identifying an audience, and then using online channels for building meaningful relationships that can inform and support a launch process.

This session is based on insights gained from Stephanie's 6+ years of experience working at Kickstarter, where she advised hundreds of people, organizations and businesses on how to plan a strategic online launch, and as the Head of Strategic Initiatives at Imprint Projects, a creative agency known for their community-based experiential work.

3 Strong Takeaways:

  • Learn how to identify and build a community of advocates
  • Walk away with a handful of easy-to-execute tactics for taking your next step
  • Gain the confidence to launch your idea into the world

Entrepreneurial Brand Thinking - What Entrepreneurs Do Differently to Blow Away the Big Guys

Julia Beardwood, Founding Partner, Beardwood&Co.

Tracks: The Dieline Conference, HOW Design Live | Room: 304

5/01/2018 10:15 AM - 11:00 AM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Julia Beardwood

Julia Beardwood

Founding Partner

Beardwood&Co.

Entrepreneurial Brand Thinking - What Entrepreneurs Do Differently to Blow Away the Big Guys

We’re in a golden era for entrepreneurial brands. Big companies keep getting blindsided by upstart brands in virtually every category.  
These entrepreneurial brands toss out the old rules of brand development and adopt tactics that work like a commando raid on the establishment.


Based on her experiences working with entrepreneurs, Julia Beardwood shares insights into seven things entrepreneurial brands are doing differently to win people's hearts and wallets.  


She encourages all of us to adopt the practice of entrepreneurial brand thinking whether we're working in a start-up or or need to bring fresh energy to an established brand.


3 Take Aways:
Why entrepreneurial brands are so hot right now
What entrepreneurial brands do differently that make people love/buy them
How big brands are getting in on the entrepreneurial action

BEING THE KID IN A CANDY STORE: creating magic while building design-driven brands from the inside

Fernanda Amarante, Sr. Manager, Global Design, The Hershey Company

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom B

5/01/2018 10:15 AM - 11:00 AM

Room: Ballroom B

Breakout

The Dieline Conference

HOW Design Live

Speaker

Fernanda Amarante

Fernanda Amarante

Sr. Manager, Global Design

The Hershey Company

BEING THE KID IN A CANDY STORE: creating magic while building design-driven brands from the inside

You’re a design professional and would never have seen yourself inside a corporation, living day in and day out amidst brand and marketing managers, instead of art directors and copywriters. You’re a creative strategist and wonder where to find inspiration and magic in the “client side”. I’m here to tell you: the in-house world is magical! I have joined the Hershey Company as a design strategist over 6 years ago and I can tell you – it is my absolute dream job. Over the years, I have learned to reinvent and evolve my own job at a time where two-thirds of millennials intend to leave their current organizations by 2020. Keeping it real, I will tell you the absurd, hilarious and craveable tales I’ve been part of while transforming multi-million dollar brands like Reese’s and Twizzlers into design-driven powerhouses.

Key take-aways:

  1. Understand what Design is supposed to do inside a corporation: should you blend-in or stand-out?
  2. Find Design suction hidden inside business talk (spoiler alert: Design is everywhere!).
  3. Make your insider partners in crime feel the magic; their office neighbors will crave for more Design.
  4. Shape yourself as the change agent you can be from the spot closest to the heart of a brand.

I Bet Your Process Sucks: 7 Ways to Hack Creative Workflow and Advance Your Career

Steve Michaelis, Sr. Solutions Engineer, Workfront

Tracks: Tools + Resources, HOW Design Live | Room: 302

5/01/2018 10:15 AM - 11:00 AM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Steve Michaelis

Steve Michaelis

Sr. Solutions Engineer

Workfront

I Bet Your Process Sucks: 7 Ways to Hack Creative Workflow and Advance Your Career

Join Workfront Sr. Sales Engineer, Steve Michaelis, as he shares seven ways to improve your creative team’s process, streamline your workflow, and prepare for career advancement. This session will give you a crash course in how to:

- Automate you team’s intake

- Prioritize incoming requests

- Balance workload across the team

- Increase motivation through transparency and accountability

- Drive ongoing process improvement

Why — and How — to Marry Effective Marketing and Meaningful Design

Aaron Keller, Founding Partner & Managing Principal, Capsule

Track: HOW Marketing Live | Room: 207

5/01/2018 10:15 AM - 11:00 AM

Room: 207

Breakout

HOW Marketing Live

Speaker

Aaron Keller

Aaron Keller

Founding Partner & Managing Principal

Capsule

Why — and How — to Marry Effective Marketing and Meaningful Design

Marketing and design are old friends. They’ve known each other for decades now and while they make some snide comments about the other, there’s respect and admiration for each. Yet, as friends, they’ve never been been together in “that” way.

This morning they woke up in the same bed.  

What’s next?

The rest of this story of romance and babies will get told by Aaron Keller. He and his co-authors married marketing and design to produce a book known as The Physics of Brand. The labor was 9 years long and included plenty of pain and suffering on all sides. You get to enjoy the ‘oohing’ and ‘ahhhing’ without losing any sleep.

You’ll learn why design and marketing need to get closer together, a few “tinder” tips for how the two (marketing and design) can meet up and get cozy, and key indicators of whether or not the relationship is going well.

Implications of Journey Mapping for Designers

Jessica Best, Director of Data-Driven Marketing, BARKLEY

Track: HOW Marketing Live | Room: 208

5/01/2018 10:15 AM - 11:00 AM

Room: 208

Breakout

HOW Marketing Live

Speaker

Jessica Best

Jessica Best

Director of Data-Driven Marketing

BARKLEY

Implications of Journey Mapping for Designers

The customer's journey has taken marketing by storm in the last couple years and rightfully so: Our customers don't see their interactions with our brands as separate, just because the components are made by teams on different floors or sometimes in different cities.

In order to align our marketing team for a united front -- something we marketers have been trying to do for years -- we have to lean on the customer journey. This journey spans more than what we touch as marketers; it includes discovery, customer service, advocacy, etc. This session will show the value and process for mapping your marketing assets to the customer journey and begin to think of design not only as persuasion but also as resolution and assistance along that journey, leading to a higher return on investment than focusing on marketing alone.

Attendee Takeaways:
•    The top 3 benefits of building your marketing -- from concept to creative -- with the customer journey as the foundation
•    A sample customer journey and how marketing assets can be aligned to it
•    Tips for planning for integrated marketing communication success

11:15 AM - 12:00 PM

A Complete Look at the Upcoming Year in Logo Trends: The Good the Bad and the WTF

Bill Gardner, President, Gardner Design

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/01/2018 11:15 AM - 12:00 PM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Bill Gardner

Bill Gardner

President

Gardner Design

A Complete Look at the Upcoming Year in Logo Trends: The Good the Bad and the WTF

Brace yourself for a fast-paced, intense and pithy design forecast. As our world changes and grows, expect to find designers leading the charge of the evolution. Whether reigniting styles from the past, appropriating from unlikely realms or standing on the shoulders of giants, see how designers are pushing logo-craft to spark relevance with tomorrow’s consumer. 

Join LogoLounge Founder Bill Gardner as he debuts this year's edition of his much-anticipated Logo Trend Report. Explore where design is heading and how it could influence the work you do for internal and external clients. Expect the unexpected – this is a session you won't want to miss! 

In-house Powerhouse: How to Build and Manage an Empowered In-house Creative Team

Stephen Gates, Global Creative Director, Designer, Speaker and host of The Crazy One podcast

Tracks: In-House, HOW Design Live | Room: Ballroom B

5/01/2018 11:15 AM - 12:00 PM

Room: Ballroom B

Breakout

In-House

HOW Design Live

Speaker

Stephen Gates

Stephen Gates

Global Creative Director, Designer, Speaker and host of The Crazy One podcast

In-house Powerhouse: How to Build and Manage an Empowered In-house Creative Team

Companies want creativity and design like never before, but very few of their internal creative teams have been empowered or know what to do so they can take advantage of this demand. Join Stephen Gates, in-house global head of design, as he shares what he has learned leading successful and empowered client-side teams for 12+ years at Starwood Hotels and Citi. 

This session will provide you with:

• Discuss the 5 things you need to have to move your in-house team from an overlooked commodity to a critical asset

• How to define and socialize the vision internally with your team and externally with your clients

• Understand what your team needs to be successful and be more creative

• Explore how you can define a successful culture that empowers your team

Beyond the Portfolio

Michael Janda, Author / Speaker / Business Coach, Burn Your Portfolio

Tracks: Career Advancement, HOW Design Live | Room: 304

5/01/2018 11:15 AM - 12:00 PM

Room: 304

Breakout

Career Advancement

HOW Design Live

Speaker

Michael Janda

Michael Janda

Author / Speaker / Business Coach

Burn Your Portfolio

Beyond the Portfolio

A design portfolio is merely the key to the door of opportunity. In order to excel in their career, designers need to think beyond the portfolio. Michael Janda, author of Burn Your Portfolio, will teach attendees how to land a face to face meeting and what to do when they get in the door with potential clients or employers.

Attendees will learn how to secure face to face meetings, cohesively tie their digital brand and their non-digital brand together, differentiate from the competition and increase their chances of landing the job or closing the deal. 

Michael Janda is an award-winning leader in the design industry and author of Burn Your Portfolio: Stuff they don’t teach you in design school, but should (New Riders, 2013). He served as a Senior Creative Director at Fox Studios before building and selling his own agency, Riser, where he led his company through more than 2,000 projects for clients including Disney, Google, NBC, ABC, Warner Bros. and more. In 2015, Michael sold Riser to a competing agency where he operated as a partner and Chief Creative Officer for a little more than two years. Throughout a career that spans more than 20 years, Michael has learned the tips and tricks to help your image expand beyond the portfolio.

Visit www.michaeljanda.com for more information.

The Evolution and Future of Brand Experience

MT Cassidy, Executive Creative Director, Futurebrand

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/01/2018 11:15 AM - 12:00 PM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

MT Cassidy

MT Cassidy

Executive Creative Director

Futurebrand

The Evolution and Future of Brand Experience

Between consumer needs and strategic brand objectives, there is too often a gap: a gap where disappointments, frustrations and missed opportunities lie.

At FutureBrand, we believe brilliantly conceived and executed brand experience is the key to eradicating this gap, to the benefit of both brands and the consumers they serve.

We create Brand Experiences that holistically and cohesively link your brand to your consumers at every touch point on their journey through it – be that when choosing, connecting or committing, or at any point in between.  

At the conference, we’ll explore how future macro forces (the socio-economic changes in society that shape our experiences of life) will influence consumer needs, and how we as brand builders and brand creators should meaningfully respond to them. 

It’s not just about what we can do; it’s about what we should do to ensure our vision aligns with our consumers’ experiences of us. By looking at the shoppers, the lifestyles and the families of the future, we can map where the real opportunities lie for closing the gap most effectively.

Our size, scale and breadth of capabilities across our global network means we’re fully informed about future forces, and how to best deliver against them. Our ability to think small, to put ourselves in the shoes of every consumer we are designing for, means each experience is thoughtfully executed to be meaningful to a real person, rather than a faceless segment. It’s our unique ability to do both that makes us perfectly placed to envision the future of brand experience – as we’ll demonstrate through our work with some key case studies.

The 5 Hottest Print Design Trends of 2018

Sabine Lenz, Founder, PaperSpecs.com

Tracks: Tools + Resources, HOW Design Live | Room: 302

5/01/2018 11:15 AM - 12:00 PM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Sabine Lenz

Sabine Lenz

Founder

PaperSpecs.com

The 5 Hottest Print Design Trends of 2018

Each year a handful of printing and finishing developments set the design world on fire, transforming the way creatives present their work, spread their message, and even the way they think. At this session we will explore 2018’s hottest print design trends, including one trend that has the likes of Google and Ogilvy very excited indeed.

Whether you’re crafting invitations, brochures, packaging or something else entirely, discover how these on-trend methods can utterly transform your work into masterpieces of design.

Take aways:

• Craft eye-catching brochures, packaging and more, even with very small print runs.

• Use cutting-edge technology to make your projects stand out from the rest.

• Create stunning print designs on a limited budget.

From Gift Wrapper to Strategic Partner: How Creatives Can Shift the World’s Perception of Their Work

Douglas Spencer, President, Spencer Brenneman

Track: HOW Marketing Live | Room: 207

5/01/2018 11:15 AM - 12:00 PM

Room: 207

Breakout

HOW Marketing Live

Speaker

Douglas Spencer

Douglas Spencer

President

Spencer Brenneman

From Gift Wrapper to Strategic Partner: How Creatives Can Shift the World’s Perception of Their Work

“We can’t use yellow. It was my mother’s favorite color and she was a B****.” Familiar? The best work of Creatives is sometimes thrown into tailspins by uninformed directives from clients. How can we shift peoples’ perceptions of the Creative team, from gift wrapping content to turning it into strategic, lead-generating, and brand-building work? This presentation will explore where these attitudes come from by traveling inside the heads of those with seemingly irrational points of view. (Don’t worry. It will be a quick trip. You’ll be home before you know it.) We will walk through a case study that demonstrates how using both the brand strategy and hardcore data can help you create the collaborative relationship with colleagues and clients that you know is in everyone’s best interests. Attendees will:
•    Learn the most effective means to defend their design choices
•    Better understand their clients’ priorities
•    Have the tools to speak to them in the language of data

The Unorthodox Guide to Content Strategy

Ian Greenleigh, Author & Director of Marketing, data.world

Track: HOW Marketing Live | Room: 208

5/01/2018 11:15 AM - 12:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Ian Greenleigh

Ian Greenleigh

Author & Director of Marketing

data.world

The Unorthodox Guide to Content Strategy

How can we as marketers ask audiences to imagine a better way if our content strategies aren’t themselves imaginative? We can’t! When everyone can reach the audience you’re after, differentiation is the only way to break through. In this session, author and content strategist Ian Greenleigh will challenge you to stretch your approach beyond the standard playbook by being highly selective, intelligently unorthodox, and unusually resonant. From scraping 13 million declassified CIA files to intentionally throttling content production, he has questioned and reinvented nearly every shred of accepted content wisdom—and he’s excited to share a new framework for continuous content success.

You will learn:

  1. How to adapt one-size-fits-all best practices to perform in your unique context while carving out enough room to experiment
  2. Where to find remarkable ideas your competitors are too boring to dream up
  3. How to create content that reaches people on deeply human levels by identifying hidden connections

...and much more.

12:00 PM - 2:00 PM

Exhibit Hall Open

Track: HOW Design Live | Room: Exhibit Hall A

5/01/2018 12:00 PM - 2:00 PM

Room: Exhibit Hall A

HOW Design Live

Speaker

Exhibit Hall Open

In-house Design Therapy Session

Stephen Gates, Global Creative Director, Designer, Speaker and host of The Crazy One podcast

Tracks: In-House, HOW Design Live | Room: Ballroom B

5/01/2018 12:00 PM - 12:30 PM

Room: Ballroom B

Workshop

In-House

HOW Design Live

Speaker

Stephen Gates

Stephen Gates

Global Creative Director, Designer, Speaker and host of The Crazy One podcast

In-house Design Therapy Session

In-house design teams continue to become an important part of many companies but too often these teams struggle to find the respect and empowerment that they need to be successful. This session is a companion to Stephen Gates’ ‘In-house Powerhouse’ and uses a new format to put the audience in control of content. You will be able to submit and then vote on the questions you need answers to relating to all things in-house design to be sure you get the information you need.

Submit and then vote on the questions you need answers to relating to all things in-house design to get the information you need here - https://sdgates.canny.io/how-design-live

12:30 PM - 1:30 PM

Speed Coaching

Track: HOW Design Live | Room: Exhibit Hall B

5/01/2018 12:30 PM - 1:30 PM

Room: Exhibit Hall B

Networking

HOW Design Live

Speaker

Speed Coaching

Join our expert speakers for one-on-one, 10-minute personal coaching sessions, and to discuss various design topics. This is your chance to get career advice, talk through a sticky project, or ask for feedback on your portfolio. Sign up here!

Note: Speed Coaching will be held in Exhibit Hall B. If you have signed up, please check in with HOW staff at the Speed Coaching area of Exhibit Hall B at least 5 minutes before your scheduled appointment. Due to the time restraints of our speakers, and the fast nature of this activity, we are unable to accommodate late arrivals. Walk-in appointments may be available - please check with HOW staff at the check-in table.

2:00 PM - 2:15 PM

Shameless Self-Promotion

Marta Stiglin, Organizational Strategist & In-House Influencer, Stiglin Consulting

Tracks: Spark, HOW Design Live | Room: Auditorium

5/01/2018 2:00 PM - 2:15 PM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

Marta Stiglin

Marta Stiglin

Organizational Strategist & In-House Influencer

Stiglin Consulting

Shameless Self-Promotion

Sometimes, that’s what it takes to get noticed: shameless self-promotion. Whether it’s the team you’re on, the work you’re doing, or the organization you run. We all need to learn how to strut our stuff, tell our story and feel good about it. After all, if we aren’t confident in what we have to offer, how can we expect others to be? In this Spark segment, you’ll hear why self-promotion is a good thing—and how to do it right. You’ll also hear a bit about an organization called IHAF, because, well, we practice what we preach!

2:15 PM - 3:00 PM

Building Your Brand as a Creative Professional

Dorie Clark, Adjunct Professor & Professional Speaker, Duke University’s Fuqua School of Business

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/01/2018 2:15 PM - 3:00 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Dorie Clark

Dorie Clark

Adjunct Professor & Professional Speaker

Duke University’s Fuqua School of Business

Building Your Brand as a Creative Professional

Becoming known as a creative leader can dramatically accelerate your professional success. Building on her book Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It (Portfolio/Penguin), which was named the #1 Leadership Book of 2015 by Inc. magazine, Dorie Clark - an adjunct professor at Duke University's Fuqua School of Business – will show you how to cultivate a powerful professional reputation. When you're known and recognized for your ideas, you can more easily persuade others and gain the buy-in and support you need to move forward. You’ll learn how to:

  • Establish and cultivate your reputation over time
  • Identify and develop ideas that will make a competitive difference 
  • Increase your influence within and outside your organization
  • Ensure you're viewed as a cutting-edge leader in your field and that others understand your true leadership abilities

3:15 PM - 4:00 PM

Designing Emotion: How To Use Design To Move People

Stefan Mumaw, Creative Director, First Person

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom B

5/01/2018 3:15 PM - 4:00 PM

Room: Ballroom B

Breakout

Design + Creativity

HOW Design Live

Speaker

Stefan Mumaw

Stefan Mumaw

Creative Director

First Person

Designing Emotion: How To Use Design To Move People

There is a misconception in the industry that designers are first and foremost communicators. While communication is the method of transfer, a designer is first and foremost an empath, someone who not only understands the emotions of others but manifests those same emotions in their work. This is the primary objective of design: to make someone feel something. Without feeling, information is just data. Creative Boot Camp author Stefan Mumaw will show you how design can be used to elicit authentic emotions in your audiences through process, technique, and most of all, empathy. If you struggle to connect your design to your audience’s hearts as much as their heads, this session will give you tools to move people.

Audience Takeaways:

  • Understand how to uncover the authentic emotions of an audience and how to know the difference between empathy and manipulation
  • Learn design techniques to evoke emotion rather than just imply it
  • Augment your creative process to naturally and authentically tap the emotional equity inherent in your audience

The Story of Stitch: Gap’s Design System

Ben Callahan, President, Sparkbox

Nicole Torgersen, Creative Director, User Experience, Gap, Inc

Teresa Aguilera, Senior Visual Designer, Gap, Inc

Tracks: HOW To, HOW Design Live | Room: Ballroom A

5/01/2018 3:15 PM - 4:00 PM

Room: Ballroom A

Breakout

HOW To

HOW Design Live

Speakers

Ben Callahan

Ben Callahan

President

Sparkbox

Nicole Torgersen

Nicole Torgersen

Creative Director, User Experience

Gap, Inc

Teresa Aguilera

Teresa Aguilera

Senior Visual Designer

Gap, Inc

The Story of Stitch: Gap’s Design System

Stitch began as a collective hope of designers and developers committed to unifying Gap Inc’s online and in-store digital experiences. You’ll learn the story of a growing design system in a big multi-brand organization, its unique challenges and solutions, and the collaboration between its creators from Gap and Sparkbox. The talk will explain design systems and their benefit to organizations of all sizes, process and tips for launching and maintaining a system, technical approach, and organizational change.

Material meanings: a changing future for plastic and retail

Paul Foulkes-Arellano, Head of Client Programmes, Precipice Design

Tracks: The Dieline Conference, HOW Design Live | Room: 304

5/01/2018 3:15 PM - 4:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Paul Foulkes-Arellano

Paul Foulkes-Arellano

Head of Client Programmes

Precipice Design

Material meanings: a changing future for plastic and retail

This is a vision of a #plasticfree future, where designers and retailers are using natural materials and new biomaterials to create unparalleled shopping experiences.

More than that it’s a clarion call to the world’s packaging designers to abandon #petrochemical plastics in favour of sustainable materials and embrace the circular economy.

In 2018 there is no greater issue than the tsunami of plastic pollution which has engulfed our oceans. By focusing on designing without plastics, designers and packaging technologists can eliminate plastics before they even go on shelf.

We will be sharing some of the major breakthroughs seen across Europe in the first half of 2018, including some hot off the press information provided exclusively for this conference by campaign group A Plastic Planet.

The key takeaways

1) An understanding of the burgeoning industry of biomaterials for pack design.

2) A vision of retail informed by eminent futurists from the US and UK.

3) A call out to packaging designers to be at the leading edge of sustainability.

Memorable Packaging

Daniela Garza, Project Manager & Creative Director, Anagrama

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/01/2018 3:15 PM - 4:00 PM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Daniela Garza

Daniela Garza

Project Manager & Creative Director

Anagrama

Memorable Packaging

Imagine yourself standing in front of a product shelf at the store. How would you choose a product in a specific category you've never acquired products from before? The answer, most likely is, by looking at their packaging or label.

Packaging have been employed to identify products since a lot of time ago. Their main goal is to catch the customer's eye by connecting through brand values coded on the product's packaging while providing information about the origin, manufacturer, ingredients and benefits in an attempt to connect with the buyer's lifestyle.

Tools & Resources Session

Tracks: Tools + Resources, HOW Design Live

5/01/2018 3:15 PM - 4:00 PM

Breakout

Tools + Resources

HOW Design Live

Speaker

Tools & Resources Session

How Marketers Can Unlock Value and Drive Growth

Dara Treseder, Chief Marketing Officer , GE Ventures

Track: HOW Marketing Live | Room: 207

5/01/2018 3:15 PM - 4:00 PM

Room: 207

Breakout

HOW Marketing Live

Speaker

Dara Treseder

Dara Treseder

Chief Marketing Officer

GE Ventures

How Marketers Can Unlock Value and Drive Growth

In order to thrive in today’s rapidly-evolving and complex world, marketers must be prepared to adapt and respond to change quickly and effectively—both externally and internally. When it comes to customers, it’s critical for brand leaders to put them at the core of their marketing strategy and build lasting relationships with them through storytelling and humor. Internally, it’s important for leaders to encourage their teams to adopt an ambidextrous mindset, using operational rigor and an innovator’s approach to drive change. But this is just for starters: This session will explore five key principles marketers and designers can use to build lasting brands and strong teams that thrive in volatile and uncertain times.

Attendees will: 

  • Understand the trends impacting brands and their customers
  • Gain insights on positioning the customer at the core of their marketing strategy
  • Better understand how to foster strong relationships with customers
  • Learn how to embrace a leadership style that builds strong teams and brands

Social Media Strategy

Adam Bianco, Founder, Front Row Interactive

Track: HOW Marketing Live | Room: 208

5/01/2018 3:15 PM - 4:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Adam Bianco

Adam Bianco

Founder

Front Row Interactive

Social Media Strategy

The ability to quickly adjust workflows and content types is crucial since the latest and greatest channels change day to day. Identifying social media goals and strategy early on, and subsequently using social to push these goals forward, is one way marketers and designers can maximize the effect of what they are producing. It’s important to know how content distribution is determined, why social influencers matter, and why an organization may choose to be on specific channels.

·         Social channels and implications of choosing one over another

·         Utilizing your email database as a community

·         Tailoring design content for specific audiences

4:15 PM - 5:00 PM

Inspiration or Infringement: What's What and How Can You Tell?

Katie Lane, Attorney and Negotiation Coach

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/01/2018 4:15 PM - 5:00 PM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Katie Lane

Katie Lane

Attorney and Negotiation Coach

Inspiration or Infringement: What's What and How Can You Tell?

Copyright can be incredibly complex, and the difference between being inspired by someone and illegally infringing their work isn't always clear. Unfortunately, most of the explanations available are either dry as sand, unreliable, or both. No more! Attorney Katie Lane is here to explain the legal difference between inspiration and infringement using every-day language, real-life examples, and the occasional silly joke. Guaranteed to be the most entertaining and informative legal presentation you attend all day. Don’t be intimidated from creating, understand the law so you can work without worry!

  • Understand how copyright applies to design: what it protects, what it doesn’t, and why that matters when you get inspired.
  • Learn how fair use actually works, with real-life examples and legalese-free explanations.
  • Create with confidence using easy-to-follow rules of thumb for staying on the right side of the inspiration/infringement divide.

We Make the Call: How Better Team Decision-Making Can Improve Design Quality

David Sherwin, Co-Founder, Ask The Sherwins LLC

Mary Sherwin, Co-Founder, Ask The Sherwins LLC

Tracks: Career Advancement, HOW Design Live | Room: Ballroom B

5/01/2018 4:15 PM - 5:00 PM

Room: Ballroom B

Breakout

Career Advancement

HOW Design Live

Speakers

David Sherwin

David Sherwin

Co-Founder

Ask The Sherwins LLC

Mary Sherwin

Mary Sherwin

Co-Founder

Ask The Sherwins LLC

We Make the Call: How Better Team Decision-Making Can Improve Design Quality

Designers make thousands of decisions over the life of a project that impact quality. But designers work on teams, and it’s not always clear how to incorporate everyone’s input to make the decisions that count. We lose sight of exactly how we ended up with an unsatisfactory design, and it’s difficult to be supportive when a project feels like it’s spinning out of control.

In this talk, we'll share road-tested approaches for how design teams can develop and promote a criteria-driven decision-making process with project stakeholders. With these approaches, you’ll be able to:

  • Establish shared standards for design quality with your teams, and use them as part of your everyday decision making
  • Visualize the tradeoffs between design options before making critical decisions
  • Better manage stakeholder input as part of your team’s decision-making efforts

F*ck Design

Joey Cofone, Co-Founder, Designer, & CEO, Baron Fig

Tracks: In-House, HOW Design Live | Room: Ballroom C

5/01/2018 4:15 PM - 5:00 PM

Room: Ballroom C

Breakout

In-House

HOW Design Live

Speaker

Joey Cofone

Joey Cofone

Co-Founder, Designer, & CEO

Baron Fig

F*ck Design

A discussion on why design is the least of a designer's worries, how story is at the heart of all tasks, and why jumping off cliffs is the only way to go. 

Come listen if you:

... want more from a design career.

... dislike trends and people telling you how something should look.

... strive for depth in what you create or involve yourself with.

... find your overall life's journey a bit uninspired thus far.

... don't particularly like talks in general. ;)

Branding in an Age of Information War

Sem Devillart, Cultural Analyst and Strategist , Harmony Labs

Tracks: The Dieline Conference, HOW Design Live | Room: 304

5/01/2018 4:15 PM - 5:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Sem Devillart

Sem Devillart

Cultural Analyst and Strategist

Harmony Labs

Branding in an Age of Information War

Not a week goes by without some fresh revelation about how our digital media systems, optimized for engagement, can, in the hands of a few bad actors, become weapons that spread disinformation at scale, sort people into highly polarizing propaganda networks, and poison civil discourse. An information war is upon us. And there is every indication that it may be a new normal, enabled by tools that can fake even video, and bot armies that can flood social media with synthetic speech. This war—which has so far bedeviled big tech platforms, media publishers and public figures—will not leave brands behind. What could this mean for how brands are built and maintained, and how they relate to the communities that host them? 

To answer this question and more, I’ll be sharing some recent work, which uses media analysis to look at how cultural narratives relating to contentious social issues—like gun control or climate change—arise, travel and evolve in this new information environment. Session participants will come away with: foresight into where our media systems are headed, and why this matters for brands; how advanced media listening methods can generate insight into the deep cultural narratives that arise and change over time; and the challenges and opportunities of communicating in an age of information war. 

Top Business Trends Impacting Creative Teams: What You Need to Know to Get Ahead

Diane Domeyer, Executive Director, The Creative Group

Tracks: Tools + Resources, HOW Design Live | Room: 302

5/01/2018 4:15 PM - 5:00 PM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Diane Domeyer

Diane Domeyer

Executive Director

The Creative Group

Top Business Trends Impacting Creative Teams: What You Need to Know to Get Ahead

Join Diane Domeyer to learn about emerging industry and workplace trends, backed by data, impacting creative teams and what they mean for your business and career. Find out how new technologies and evolving customer expectations are creating both opportunities and challenges for design professionals, and strategies for staying ahead. You’ll also get the inside scoop on skills and positions in greatest demand and what they pay, as well as what the future holds for design teams.

How To Reach Your Dream Clients With Content Marketing

Ilise Benun, Author, Mentor/Business Coach for Creative Pros, Host of Marketing Mentor Podcast & HOWLive Podcast + Program Partner HOW Design Live, Marketing-Mentor.com

Track: HOW Marketing Live | Room: 207

5/01/2018 4:15 PM - 5:00 PM

Room: 207

Breakout

HOW Marketing Live

Speaker

Ilise Benun

Ilise Benun

Author, Mentor/Business Coach for Creative Pros, Host of Marketing Mentor Podcast & HOWLive Podcast + Program Partner HOW Design Live

Marketing-Mentor.com

How To Reach Your Dream Clients With Content Marketing

With 4000+ marketing tools to choose from, it’s become much more challenging to find the right combination to reach your dream clients. Ilise Benun, author of 7 books for creative professionals and founder of Marketing-Mentor.com, will show you how to put your content marketing on steroids to get your foot in the door of the clients you know you are perfect for, if only they knew you existed.

Attendees will:

  •       Learn why most content marketing isn’t working for creative professionals
  •       Understand how to create content that will be like a bat-signal to your dream clients
  •       See examples of designers who are successfully using this technique to get their foot in the door of the companies they most want to work with

Process is a Boring Name for a Beautiful Thing

Ian Greenleigh, Author & Director of Marketing, data.world

Track: HOW Marketing Live | Room: 208

5/01/2018 4:15 PM - 5:00 PM

Room: 208

Breakout

HOW Marketing Live

Speaker

Ian Greenleigh

Ian Greenleigh

Author & Director of Marketing

data.world

Process is a Boring Name for a Beautiful Thing

What comes to mind when you think of collaboration between in-house design and marketing teams? Are you contemplating harmony, trust, and shared achievement? Or does your mind veer into negative territory: friction, misalignment, blown deadlines? Whether you’re a designer or a marketer, you’ve probably experienced a bit of both.

A great process can change everything. In this session, author and marketer will help you redesign your process to capitalize on what is unique about in-house creative collaboration.

You will learn:

  1. Three key in-house differentiators to place at the heart of your process
  2. How to customize your process for the company you have and the results you want
  3. How to develop fulfilling, productive creative partnerships

...and much more.

5:15 PM - 5:30 PM

The Great Contentment

Tina Essmaker, Coach, writer, and Cofounder of The Great Discontent

Tracks: Spark, HOW Design Live | Room: Auditorium

5/01/2018 5:15 PM - 5:30 PM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

Tina Essmaker

Tina Essmaker

Coach, writer, and Cofounder of The Great Discontent

The Great Contentment

Former Editor in Chief of The Great Discontent magazine, Tina Essmaker, spent 6 years interviewing creatives before launching her coaching practice last year. In this talk, Tina will weave personal narrative into themes we wrestle with as creatives and inspire you to find your own great contentment through slowing down. What happens when we abandon the hustle? We begin to hear our own voice again, we are able to practice gratitude at a greater level, and we can craft our lives around our values rather than react in the moment. 

5:30 PM - 6:15 PM

Things I Learned from Ivan Chermayeff

Sagi Haviv, Partner & Designer, Chermayeff & Geismar & Haviv

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/01/2018 5:30 PM - 6:15 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Sagi Haviv

Sagi Haviv

Partner & Designer

Chermayeff & Geismar & Haviv

Things I Learned from Ivan Chermayeff

At the end of 2017, the graphic design community lost a giant, one of the pioneers of graphic design, Ivan Chermayeff. Sagi Haviv will discuss Ivan’s influence and legacy, demonstrated in current high-profile identity projects completed by Chermayeff & Geismar & Haviv for a variety of clients, as well as lessons learned from Ivan about design, business, and life.

6:30 PM - 7:30 PM

Networking Reception

Track: HOW Design Live | Room: Exhibit Hall A

5/01/2018 6:30 PM - 7:30 PM

Room: Exhibit Hall A

HOW Design Live

Speaker

Networking Reception

Sponsored by Workfront. One of the best things about HOW Design Live is all of the connections you make. The people you meet here can often become your go-to resources for all things design. They share your desire to make amazing stuff, get better, and change the world. These are your industry peeps, your trusted network, and they are invaluable.

So let Hint Creative Director Stefan Mumaw help you find your next design posse at the Networking Happy Hour. Stefan has a unique way of getting complete strangers to think about the possibilities together, full of his usual creative bafoonery but guaranteed to put you in a conversation with cool folks carrying interesting skillsets. Come find out all that you could accomplish as one and have a great time doing it.

Wednesday, May 2

7:15 AM - 8:00 AM

Mindfulness Activity

Rhonda Schaller, Director of Career & Professional Development and founder of the Meditation Incubator, Pratt Institute

Track: HOW Design Live | Room: 207

5/02/2018 7:15 AM - 8:00 AM

Room: 207

HOW Design Live

Speaker

Rhonda Schaller

Rhonda Schaller

Director of Career & Professional Development and founder of the Meditation Incubator

Pratt Institute

Mindfulness Activity

The Mindfulness Activity is a time for personal development, reflection, relaxation and recharging. Participants with different levels of experience with meditation and mindfulness are welcome and will find the activity accessible. It offers a chance to engage deeply with quieting the mind through noting practices including gentle mindful movement, emphasizing breath and body awareness, and sitting/standing/walking mindfulness of breathing.

8:00 AM - 9:00 AM

Breakfast

Track: HOW Design Live | Room: Exhibit Hall B

5/02/2018 8:00 AM - 9:00 AM

Room: Exhibit Hall B

HOW Design Live

Speaker

Breakfast

Table Topics

Track: HOW Design Live | Room: Exhibit Hall B

5/02/2018 8:00 AM - 9:00 AM

Room: Exhibit Hall B

Networking

HOW Design Live

Speaker

Table Topics

Join your fellow attendees and our expert speakers for a morning discussion about various design topics. Find a topic that appeals to you and grab a seat! Attendance is first-come, first-served.

9:00 AM - 9:15 AM

Find Your Center

Alex Center, Designer and Founder , CENTER

Tracks: Spark, HOW Design Live | Room: Auditorium

5/02/2018 9:00 AM - 9:15 AM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

Alex Center

Alex Center

Designer and Founder

CENTER

Find Your Center

9:15 AM - 10:00 AM

The Scientific Secrets of Perfect Timing

Dan Pink, Bestselling Author

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/02/2018 9:15 AM - 10:00 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Dan Pink

Dan Pink

Bestselling Author

The Scientific Secrets of Perfect Timing

We all know that timing is everything. Trouble is, we don’t know much about timing itself. Our business and professional lives present a never-ending stream of “when” decisions. But we make them based on intuition and guesswork. Timing, we believe, is an art.


In this provocative and entertaining presentation, Daniel Pink — New York Times bestselling author of WHEN, DRIVE, and A WHOLE NEW MIND —  will show that timing is really a science. Then, drawing on a rich trove of research from dozens of fields, Pink will reveal how we can use this emerging science of timing to make smarter decisions, enhance our productivity, and boost the performance of our organizations. Deeply researched and packed with takeaways, Pink’s presentation will leave you looking at your work, and maybe even your life, in fresh and invigorating ways.

10:15 AM - 11:00 AM

Contemplative Inquiry: Mindfulness in the Design Studio

Rhonda Schaller, Director of Career & Professional Development and founder of the Meditation Incubator, Pratt Institute

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/02/2018 10:15 AM - 11:00 AM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Rhonda Schaller

Rhonda Schaller

Director of Career & Professional Development and founder of the Meditation Incubator

Pratt Institute

Contemplative Inquiry: Mindfulness in the Design Studio

This interactive talk introduces mindfulness practice as part of the creative flow for the design studio. Through cultivating the ability to be present from moment to moment, participants will practice paying attention and reflecting on their creative process while developing a contemplative interpretation and entry point for their aesthetic. We will practice a variety of forms of contemplative inquiry including mindfulness meditation, creative visualization and mindful movement.

Participant takeaways:

1)  Learn how mindfulness meditation can impact the creative work flow and help to eliminate distractions in the studio
2)  Gain hands-on knowledge on the use of breath meditation and creative visualization as a reflection tools for your creative process
3)  Apply a variety of contemplative practices that include formal and informal practices, sitting and movement that you can practice in your own studio

So You’re A Manager Now

Amy Schwartz, Creative Director, Bright Bright Great

Tracks: HOW To, HOW Design Live | Room: Ballroom B

5/02/2018 10:15 AM - 11:00 AM

Room: Ballroom B

Breakout

HOW To

HOW Design Live

Speaker

Amy Schwartz

Amy Schwartz

Creative Director

Bright Bright Great

So You’re A Manager Now

A majority of conference talks, articles, and workshops are focused on the visual side of design and tend to skew towards inspiration and platitude for emerging designers. Mid-level designers who are new to leadership roles find themselves in an information desert– how do we learn to be the mentors we wish we had? How do we develop and implement a process? 

This talk will be based on my experience as Design Director at Cards Against Humanity and Creative Director of Bright Bright Great. I will discuss how to structure a team, create a culture of trust, effectively mentor your team, collaborate with clients, find a process that works for you, and make sure your bills are paid! This talk can take a broader approach to leadership and running a team, or can focus on a specific relationship– the leader/team member relationship or the client/designer relationship. This talk is perfect for both in-house and agency/studio designers who have 3-10 years of design experience. 

Sustainable Packaging: Exploring luxury in the context of tomorrow

Isabelle Dahlborg Lidström, Head of Experience/ Creative Director, Grow

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/02/2018 10:15 AM - 11:00 AM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Isabelle  Dahlborg Lidström

Isabelle Dahlborg Lidström

Head of Experience/ Creative Director

Grow

Sustainable Packaging: Exploring luxury in the context of tomorrow

We are part of an era that is undergoing considerable shifts in the way that we live and consume. Where the access to a world of choices and information has also brought forth an evolution in values. Where luxury is as indulgent as it is conscious. And where, a growing awareness of how
consumption behaviours are directly impacting our natural environment, and ultimately, our future.

Visiting from Stockholm-based Innovation Consultancy, Nine, Isabelle Dahlborg Lindström explores sustainable packaging from the outside-in. From relevant trends and consumer insights, to what sustainability means in different markets, and innovation opportunities within this area of focus, Isabelle sets the background to conscious design, while taking a deep-dive into sustainability within the context of Luxury.

3 audience takeaways:
1.    More than ever before, brands have the power to answer to both consumer and environmental demands by challenging the conventional and innovating via science, tech, and design to offer alternatives that will one day become the norm.
2.    When working with sustainability is most successful through collaboration. Meaning you can make more impact faster, as well as create a pipeline of solutions for now and for the future.
3.    The definitions of luxury and sustainability are closely evolving. Today, they have the opportunity to work hand-in-hand, in ways that challenge traditional notions.

IS YOUR LABEL F#%$ING TRASH?

Ryder Ripps, Owner, OKFocus

Tracks: The Dieline Conference, HOW Design Live | Room: 304

5/02/2018 10:15 AM - 11:00 AM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Ryder Ripps

Ryder Ripps

Owner

OKFocus

IS YOUR LABEL F#%$ING TRASH?

IS YOUR LABEL F#%$ING TRASH?

- FIND OUT HOW TO 'SHOW DON'T TELL'

- DISCOVER IF ITS TIME TO HATE YOURSELF MORE

- LEARN HOW TO PROPERLY USE A CALIPER AND SOURCE THINGS ONLINE

Cinema 4D for Designers: Toons, Typography and Motion Graphics

Athanasios Pozantzis, AKA Noseman

Tracks: Tools + Resources, HOW Design Live | Room: 302

5/02/2018 10:15 AM - 11:00 AM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Cinema 4D for Designers: Toons, Typography and Motion Graphics

Cinema 4D is the best tool for Motion Graphics and Design. It’s artist friendly, easy, powerful, fast and reliable, and is surrounded by the best and most creative artist community.
Join us in this session to see how you can make toons, play with text and create motion graphics, quick and easy.

11:15 AM - 12:00 PM

Pure Untitled

Kris Sowersby, Founder, Klim Type Foundry

Tracks: HOW To, HOW Design Live | Room: 302

5/02/2018 11:15 AM - 12:00 PM

Room: 302

Breakout

HOW To

HOW Design Live

Speaker

Kris Sowersby

Kris Sowersby

Founder

Klim Type Foundry

Pure Untitled

This talk is about the creation of two distinct, contrasting typeface families: Pure Pākati & Untitled Sans/Serif.

Pure Pākati was designed in 2015 for a rebranding and repositioning of Tourism New Zealand. The defining kaupapa (philosophy) of their new direction is “embracing visitors as whānau (family)”. Their new typeface is intended to represent New Zealand to the world. It’s a big ask—to understand your own culture well enough to distill it into letterforms recognisable as uniquely yours by international travellers. Unlike many other nations we have no indigenous style of lettering or typography: there is nothing to grasp easily.

Untitled Sans & Untitled Serif are quotidian typefaces. Untitled Sans is a plain, neogrotesk sans validated by the ideas of Jasper Morrison and Naoto Fukasawa’s Super Normal project. When Untitled Sans was nearly finished, the same principles were applied to the creation of Untitled Serif, which is drawn from the old-style genre of types: the post-Caslon, pre-Times workhorses offered by almost every metal type foundry of the time. Untitled Sans and Untitled Serif are related neither by skeleton nor a traditional aesthetic connection, but by concept only.

Kris will discuss and explain the particular cultural challenges and stylistic nuances explored during the creation of  Pure Pākati. This design process will be contrasted with the concepts embodied in Untitled Sans & Untitled Serif — ideas and implications of “normality” in typeface design. Can non-design work as a viable design and marketing strategy?

How to Work in Advertising with a Clean(er?) Conscience

Jeff Greenspan, Founder, MeetSideProject.com

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/02/2018 11:15 AM - 12:00 PM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Jeff Greenspan

Jeff Greenspan

Founder

MeetSideProject.com

How to Work in Advertising with a Clean(er?) Conscience

Some were bothered about me bringing politics into my last HOW presentation. They said a design conference was no place for politics. I would argue design is highly political.

When we create identities that present certain companies as dependable and responsible, when they are anything but, we are complicit in rewriting their narratives. We cover up, repackage, and normalize their behaviors.  

Brands tell the modern myths, and myths help form our own identities. This holds sway over decisions as far ranging as what car we buy, to what president we elect.

I don’t have all the answers about what we as a community can do to counter this (I have some), but I have many questions. During this talk, I will encourage us all to ask these questions as we go back to our offices and agencies.

I’ll share what me asking myself these questions has yielded; professional work aimed towards moving my clients towards more meaningful action, and side projects that have taken what I’ve learned in advertising to help change opinions about issues I feel are important.

Personal Strategies for Creative Leadership (Vol 2)

Ande La Monica, Executive Creative Director & Global Brand Strategist

Tracks: In-House, HOW Design Live | Room: Ballroom B

5/02/2018 11:15 AM - 12:00 PM

Room: Ballroom B

Breakout

In-House

HOW Design Live

Speaker

Ande La Monica

Ande La Monica

Executive Creative Director & Global Brand Strategist

Personal Strategies for Creative Leadership (Vol 2)

DESCRIPTION​

Following up on last year’s highly rated and crowd favorite session, Andrew will dive deeper into strategies, insights, and tips to accelerate your development as a creative leader.

The world is a more complex place than ever before and the role of the designer is transforming ​to​ a position of business innovation, strategic differentiation, critical problem solving, and corporate leadership. Andrew will discuss ways to be successful in this challenging landscape.

These strategies are rooted in scientific research, behavioral psychology, first-hand experience with global executives, and over two decades of putting it into practice to see what works and what doesn’t. You will walk away with practical and tactical methods to immediately implement.

​TAKEAWAYS

Strategies to accelerate creative leadership.

Pro-tips to develop as a high-performer and be the best version of you.

Critical insights to succeed w/ senior leadership and thrive in a complex corporate landscape.

New game, new rules, new toys.

Silas Amos, Creative Director and Strategist

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/02/2018 11:15 AM - 12:00 PM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Silas Amos

Silas Amos

Creative Director and Strategist

New game, new rules, new toys.

New game, new rules, new toys.

Or how I learned to stop worrying and love the tech.

Takeaways

  1. How digital print is fundamentally changing packaging and branding (and how to have fun with this).
  2. How to adapt to the new environment and let down your guard.
  3. How to get innovative projects off the ground.
  4. The wide open opportunity to break new creative ground.

Feel the Burnout?

Collin Whitehead, Head of Brand Studio, Dropbox

Tracks: In-House, HOW Design Live | Room: 304

5/02/2018 11:15 AM - 12:00 PM

Room: 304

Breakout

In-House

HOW Design Live

Speaker

Collin Whitehead

Collin Whitehead

Head of Brand Studio

Dropbox

Feel the Burnout?

In this session Collin Whitehead, head of Brand at Dropbox, will talk about his team’s work thinking about the precious resource that is our creative energy, how we lose that energy in the grind of modern creative work and how we can get some of it back. We’ll cover how teams can design their creative process for less thrash and more impact.

Coming out of this session you’ll learn how to;

1.    Run an evaluation of your team’s creative energy level.

2.    Design your design process to keep your team in flow.

3.    Create a system to maintain that creative energy long term.

12:00 PM - 4:30 PM

Exhibit Hall Open

Track: HOW Design Live | Room: Exhibit Hall A

5/02/2018 12:00 PM - 4:30 PM

Room: Exhibit Hall A

HOW Design Live

Speaker

Exhibit Hall Open

2:00 PM - 2:15 PM

How a Rebrand Led to Cultural Disruption

Robin Colangelo, Global Director of Creative Services, White & Case, Vice President, InSource

Tracks: Spark, HOW Design Live | Room: Auditorium

5/02/2018 2:00 PM - 2:15 PM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

Robin Colangelo

Robin Colangelo

Global Director of Creative Services, White & Case

Vice President, InSource

How a Rebrand Led to Cultural Disruption

Have you ever thought about how your brand can touch more points than just your collateral and your website? Hear about how a corporate rebrand which started as several conversations in the CMO’s office led to a global initiative, which years later is still reaching out to touch every aspect of the firm.

This session with cover how Robin got involved with the rebrand effort with Pentagram and continued it’s successful path with Carbone Smolan Agency from print to digital to interiors.

Take-aways from this Spark Session are: How to ask for more. How to get involved in the important work plus brand inspiration. 

2:15 PM - 3:00 PM

Data Humanism

Giorgia Lupi, Co-Founder, Accurat

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/02/2018 2:15 PM - 3:00 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Giorgia Lupi

Giorgia Lupi

Co-Founder

Accurat

Data Humanism

Through my professional and artistic practice over the years, I have learnt that data not only can describe the objective world, but it can especially grasp and illustrate aspects of our life that we hardly associate with numbers.

Now that the ways we relate to information are evolving more rapidly than we realize, it is time to change our minds about data.

This talk is about how we can see this moment as an opportunity to jumpstart a new renaissance, where we can question the impersonality of a merely technical approach to data, where we are ready to reconnect numbers to what they really stand for: which are more and more our lives.

Presenting my most recent projects and collaborations, I will share how I look at data as a lens to better understand our human nature, and, on the other hand, how I am exploring ways to humanize data and make it speak our language. I will also share my ongoing experiments in representing data to evoke empathy and emotions besides providing knowledge and understanding, and transform even the driest quantitative analysis into a moment of humanity and poetry. 

3:15 PM - 4:00 PM

Stand Up: How to Advocate for Your Ideas, Leave an Impression, and Make People Laugh (even if you’re not funny)

Terri Trespicio, Content and Branding Expert, Co-Creator of Lights Camera Expert

Tracks: HOW To, HOW Design Live | Room: Ballroom B

5/02/2018 3:15 PM - 4:00 PM

Room: Ballroom B

Breakout

HOW To

HOW Design Live

Speaker

Terri Trespicio

Terri Trespicio

Content and Branding Expert

Co-Creator of Lights Camera Expert

Stand Up: How to Advocate for Your Ideas, Leave an Impression, and Make People Laugh (even if you’re not funny)

As a creative, a big part of your job is to make things—to originate and improve on what’s out there by making something better, more effective, more beautiful.

But there’s more to your life as a creative pro than being a maker. It’s not enough just to create; you need to compel someone to care about it. In this day and age, great work can’t be expected to stand on its own; you need to get in front of people and answer the question, “Why should I care.” And if you can’t do this, there’s a chance you and your work will be overlooked.

You don’t have to be a professional joke writer to get people to laugh, and you don’t have to be a motivational speaker to impress and compel an audience. In this entertaining and interactive session, TEDx-talker, branding pro, stand-up comic and How favorite Terri Trespicio will share insights from TED, comedy, and beyond to help you become a more powerful and memorable presenter of your ideas so that you can get the attention, recognition, and respect you deserve.

Designing with Real Time Data

Chris Hyde, Principal , Cipher Creative Group

Vicki Strull, Design Strategist

Tracks: HOW To, HOW Design Live | Room: Ballroom A

5/02/2018 3:15 PM - 4:00 PM

Room: Ballroom A

Breakout

HOW To

HOW Design Live

Speakers

Chris Hyde

Chris Hyde

Principal

Cipher Creative Group

Vicki Strull

Vicki Strull

Design Strategist

Designing with Real Time Data

Designers may believe that data is for geeks and that it’s used only for onscreen and online experiences. But there’s a whole world of digital printing that leverages the power of real time data and emerging technologies, including augmented reality and special finishing, to transform marketing and packaging campaigns. This show-and-tell session will inspire you to create smarter, impactful data-driven print campaigns that integrate with social and online campaigns and drive awareness, brand recognition and shelf space to a higher level.

You will see:

· Award-winning designs that leverage tactile and personalized experiences for customers

· Unique print campaigns and packaging using variable data printing

· How to pair digital print with marketing automation to drive engagement

· New printing and finishing techniques that are irresistible  

· How to plan for and execute creative data-driven print campaigns

Building Synaesthetic Brands; Sensory Semiotics and the Art of Meaning Making

Cato Hunt, Director, Space Doctors

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/02/2018 3:15 PM - 4:00 PM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Cato Hunt

Cato Hunt

Director

Space Doctors

Building Synaesthetic Brands; Sensory Semiotics and the Art of Meaning Making

Semiotics is all about understanding the communication of meaning. Sensory cues are no exception; visuals, textures, sounds, even gestures will carry their own connotations. Brands seeking to deliver distinctly memorable experiences need to harness sensory signifiers with greater intention. Using sensory semiotics, we’ll share Space Doctors’ pioneering new approach that defines a brand’s unique Sense Signature, which unlocks powerful new ways to craft and amplify brand meaning through the senses.

Attendees will understand how to:

•  Apply a semiotic approach to branding, packaging and design
•  Unlock powerful new ways to craft and amplify brand meaning through the senses, exploring the role packaging can uniquely play
•  Use a ‘sense signature’ to drive brand distinctiveness and memorability

Who Cares About Packaging Anymore?

Hamish Campbell, Creative Director, New York, Pearlfisher

Tracks: The Dieline Conference, HOW Design Live | Room: 304

5/02/2018 3:15 PM - 4:00 PM

Room: 304

Breakout

The Dieline Conference

HOW Design Live

Speaker

Hamish Campbell

Hamish Campbell

Creative Director, New York

Pearlfisher

Who Cares About Packaging Anymore?

In an age where consumers are increasingly ordering their packaged goods online, and where over half of online shoppers start their product searches on Amazon, brand definitions of shelf presence are drastically evolving. 

 

Simultaneously, consumers are increasingly aware of the unnecessary wastefulness in most packages. They are calling for change – and it is about time for brands to evolve. Most brands are left wondering, though, what can they do to redefine and evolve their shelf presence in a way that is more reflective of the marketplace and consumer’s expectations?

 

In this talk, Hamish Campbell, Pearlfisher New York Creative Director, will outline the challenges at hand, and the power designers have to radicalize the entire package design industry. Hamish will outline the ways in which packaging can evolve to rediscover its relevance, creating a disruptive and impactful future along the way. 

Hamish will outline the ways in which attendees can:

1. Effectively build a more impactful experience around their brand. 

2. Rethink - and reframe - what their brand stands for at its core.

3. Create a sustainable, desirable, and future-proof design. 

In-house Creative Teams: 3 Secrets to Doubling Your Output in Half the Time

Owen Fuller, General Manager, Lucidpress

Tracks: Tools + Resources, HOW Design Live | Room: 302

5/02/2018 3:15 PM - 4:00 PM

Room: 302

Breakout

Tools + Resources

HOW Design Live

Speaker

Owen Fuller

Owen Fuller

General Manager

Lucidpress

In-house Creative Teams: 3 Secrets to Doubling Your Output in Half the Time

It’s a tale as old as time. Creative professionals the world over have faced the same daunting task for decades — create awe-inspiring, visually-stimulating, gorgeous works of art… on a time crunch.

Join Owen Fuller, creative marketing expert and GM of Lucidpress, as he shares three secrets that will revolutionize the way you work with your in-house creative team forever. Owen will address critical questions every creative team faces, such as:

  • How do we put an end to off-brand marketing collateral?
  • How do we make our revision process less of a headache?
  • How can we say goodbye to tedious design requests forever?

Owen will cover what it takes to foster creativity, eliminate annoying roadblocks, and streamline the overall design process so your creative team stays happy and, well… creative.


Stay until the end for a chance to win a pair of free Skullcandy headphones.

4:15 PM - 5:00 PM

Open for Business: Vulnerability in the Workplace

Devin O'Bryan, Creative Director, Project Whitespace, IBM

Tracks: HOW To, HOW Design Live | Room: Ballroom C

5/02/2018 4:15 PM - 5:00 PM

Room: Ballroom C

Breakout

HOW To

HOW Design Live

Speaker

Devin O'Bryan

Devin O'Bryan

Creative Director, Project Whitespace

IBM

Open for Business: Vulnerability in the Workplace

Are you looking to foster creativity? More importantly, are you looking to drive to outcomes with your team? Come learn how to leverage radical collaboration to create and sustain healthy dynamics that will indeed foster creativity, and yes, even drive to outcomes.

NEVER SETTLE

Jacquelyn DeJesu, Founder & CEO, DEEJAYZOO

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/02/2018 4:15 PM - 5:00 PM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Jacquelyn DeJesu

Jacquelyn DeJesu

Founder & CEO

DEEJAYZOO

NEVER SETTLE

In 2015, Jacquelyn De Jesu first introduced her invention and brand SHHHOWERCAP to the world. She did so without investors, crowdfunding, a PR team, or media buy. Her patented innovation can now be found in retailers across the world from Sephora and Neiman Marcus to The MoMA Design Store. SHHHOWERCAP’s meteoric success can be credited to three things — the power of design, a clear insight, and hustle. She will share her journey from initial concept, through the product development process, to today. Above all, Jacquelyn will focus on how design and creative thinking has played a pivotal role at each junction of her building this disruptive multi-million dollar company.


Takeaways //


— Design has the power to launch big business.

— Create the things you wish existed in the world.

— Great brands are built in the details.

❤ Your Type; ❤ Your Text

Dan Rhatigan, Senior Manager, Adobe Type

Tracks: Career Advancement, HOW Design Live | Room: 302

5/02/2018 4:15 PM - 5:00 PM

Room: 302

Breakout

Career Advancement

HOW Design Live

Speaker

Dan Rhatigan

Dan Rhatigan

Senior Manager

Adobe Type

❤ Your Type; ❤ Your Text

We often talk about the role of typography in branding and design, but part of what of makes type is important is that words and how we work with them are important, too. Using type gives you visual impact that also gives you get all the flexibility of text and data. Dan Rhatigan will talk about the inherent advantages of type-led work, and how some new font technologies may increase the visual impact and versatility of working with type digitally.

The Brand is Just the Beginning

Scott Swartz, Vice President, Target Creative

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom B

5/02/2018 4:15 PM - 5:00 PM

Room: Ballroom B

Breakout

The Dieline Conference

HOW Design Live

Speaker

Scott Swartz

Scott Swartz

Vice President

Target Creative

The Brand is Just the Beginning

Today a brand needs to stand out as more than just a label or a logo on the package. A brand needs to be relevant, experiential and inclusive in a way that creates a connection with the intended audience. When access is the new normal, new brands have to work harder and faster to create an engaged following.

This session will focus on what it takes for Target to create more than 12 exclusive brands in less than 2 years. It starts with a name and ends with connected experiences. When you can get anything anywhere, how can a new brand make someone chose Target?

Wednesday Breakout 20

Tracks: Tools + Resources, HOW Design Live

5/02/2018 4:15 PM - 5:00 PM

Breakout

Tools + Resources

HOW Design Live

Speaker

Wednesday Breakout 20

Instagram Workshop

Dorothéa Volpe, Founder and Principal, Social Espionage, LLC

Tracks: HOW To, HOW Design Live | Room: 304

5/02/2018 4:15 PM - 5:00 PM

Room: 304

Workshop

HOW To

HOW Design Live

Speaker

Dorothéa Volpe

Dorothéa Volpe

Founder and Principal

Social Espionage, LLC

Instagram Workshop

Instagram has more than 800 million monthly active users. With more than 40 billion photos shared on this fast growing social network every day it needs to be a part of your marketing mix.

Despite the fact that Instagram is one of the largest social networks out there, even bigger than Twitter, it’s power is overlooked by many marketing professionals. There are many reasons for this:

•            A lack of knowledge.

•            Uncertainty regarding the types of images or Instagram videos to share.

•            Inability to create an actionable marketing plan.

And, that’s just the start. Unfortunately, if you let one of these excuses hold you back, you are missing out on an opportunity to engage with the quickly expanding worldwide audience of the Instagram community.

With 21% of the entire adult population using Instagram, now is the time for your brand to implement a sound marketing plan, with the goal of generating immediate results! Don’t miss out on an opportunity to engage with the quickly expanding worldwide audience of the Instagram community.

Join the How Design Live community in welcoming Dorothea Bozicolona-Volpe, founder of Social Espionage and noted Social Media & Social Visual Communication marketing expert as she guides the audience through the who, what, when, where and how on Instagram.

5:15 PM - 5:30 PM

The Art We All Hope to Make: Advice for the Young Designer

John McWade, Senior Staff Instructor, LinkedIn

Tracks: Spark, HOW Design Live | Room: Auditorium

5/02/2018 5:15 PM - 5:30 PM

Room: Auditorium

Keynote

Spark

HOW Design Live

Speaker

John McWade

John McWade

Senior Staff Instructor

LinkedIn

The Art We All Hope to Make: Advice for the Young Designer

5:30 PM - 6:15 PM

Keynote with James Sommerville

James Sommerville, Chief Creative Officer and Design, Vanguard, Formerly : Founder of ATTIK and VP Global Design, The Coca-Cola Company

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/02/2018 5:30 PM - 6:15 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

James Sommerville

James Sommerville

Chief Creative Officer and Design, Vanguard

Formerly : Founder of ATTIK and VP Global Design, The Coca-Cola Company

Keynote with James Sommerville

9:00 PM - 11:00 PM

Closing Party

Track: HOW Design Live | Room: Auditorium

5/02/2018 9:00 PM - 11:00 PM

Room: Auditorium

HOW Design Live

Speaker

Closing Party

This is where everyone lets it all hang out. Every year our closing party has a theme, and many of our attendees dress in costumes that reflect the theme. This year’s theme is “Boston T-Party” — attendees are encouraged to wear their favorite T-shirt! We have music, drink and a wonderful time. After days of cramming your heads with information, it’s time to let go. Featuring an all-vinyl DJ set from Johnny Cupcakes’ personal record collection.

Thursday, May 3

7:15 AM - 8:00 AM

Mindfulness Activity

Rhonda Schaller, Director of Career & Professional Development and founder of the Meditation Incubator, Pratt Institute

Track: HOW Design Live | Room: 207

5/03/2018 7:15 AM - 8:00 AM

Room: 207

HOW Design Live

Speaker

Rhonda Schaller

Rhonda Schaller

Director of Career & Professional Development and founder of the Meditation Incubator

Pratt Institute

Mindfulness Activity

The Mindfulness Activity is a time for personal development, reflection, relaxation and recharging. Participants with different levels of experience with meditation and mindfulness are welcome and will find the activity accessible. It offers a chance to engage deeply with quieting the mind through noting practices including gentle mindful movement, emphasizing breath and body awareness, and sitting/standing/walking mindfulness of breathing.

8:00 AM - 9:00 AM

Breakfast

Track: HOW Design Live | Room: Exhibit Hall C

5/03/2018 8:00 AM - 9:00 AM

Room: Exhibit Hall C

HOW Design Live

Speaker

Breakfast

9:00 AM - 9:45 AM

Talking About Feelings: Personal Work for Fun (!!!) and Profit (???)

Adam J. Kurtz, Designer, Artist and Author

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/03/2018 9:00 AM - 9:45 AM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speaker

Adam J.  Kurtz

Adam J. Kurtz

Designer, Artist and Author

Talking About Feelings: Personal Work for Fun (!!!) and Profit (???)

In an industry full of multi-hyphenate creatives, the best way to stand out is to be our authentic selves… whatever that means. Personal work is the perfect opportunity to explore what matters most to us, while letting potential clients and fans know exactly who we are.

Join artist and author Adam J. Kurtz (aka ADAMJK) for a hilarious dissection of his accidental career and lessons learned along the way:
•    Figuring out who the f*** you are, and what to do once you know
•    Why we don't need anyone's permission to create exactly what we want
•    How to grow a supportive audience online (????)
•    Insights and anecdotes on everything from ex-boyfriends to working with your teen pop idol

10:00 AM - 10:45 AM

Quick UX Research Methods

Patrick McNeil, UX Architect

Tracks: Design + Creativity, HOW Design Live | Room: 207

5/03/2018 10:00 AM - 10:45 AM

Room: 207

Breakout

Design + Creativity

HOW Design Live

Speaker

Patrick McNeil

Patrick McNeil

UX Architect

Quick UX Research Methods

This session focuses on diving in and taking the guess work out of design by focusing on research first. For many those first steps towards figuring out what users really want is the biggest challenge.  In this session you will find practical methods that help you get in the field researching users with as little pain as possible. Finally, we will explore some basic strategies for figuring out how to turn any question you have about your users into a test. This formula of going from questions to tests to answers is the key to making designs that will delight your users. The real key here is to see that the questions are the starting point, and methods should only be a response to them. The ultimate result is that you can easily invent your own research methods.

Take away:

  •       3 Research methods you probably don’t know about but can implement today
  •       Strategies for turning questions into research methods
  •       How you might easily invent your own methods

Is It Time For a Revolution? The art, science, and emotions of rebranding.

Mackey Saturday, Principal, Chermayeff & Geismar & Haviv

Tracks: Career Advancement, HOW Design Live | Room: Ballroom B

5/03/2018 10:00 AM - 10:45 AM

Room: Ballroom B

Breakout

Career Advancement

HOW Design Live

Speaker

Mackey Saturday

Mackey Saturday

Principal

Chermayeff & Geismar & Haviv

Is It Time For a Revolution? The art, science, and emotions of rebranding.

Rebranding, especially for well established companies, is an intimidating and high stakes endeavor. As with any exciting adventure, the path is rarely smooth, but the payoff is the fuel the drives designers. Told through the lens of a variety of high-stakes identity projects, Mackey will give applicable and down to earth advice while winding through the exciting behind the scenes stories of how these mysterious projects actually happen.

Tangible Takeaways: 

Understanding current brand equity. 

Managing client expectations. 

Overcoming unpredictable obstacles.

Designers and Clients: Divided by a Common Language

Christine Mau, Sr Brand Strategy Director, Medline Industries

Tracks: In-House, HOW Design Live | Room: Ballroom A

5/03/2018 10:00 AM - 10:45 AM

Room: Ballroom A

Breakout

In-House

HOW Design Live

Speaker

Christine Mau

Christine Mau

Sr Brand Strategy Director

Medline Industries

Designers and Clients: Divided by a Common Language

There's a significant gap between what clients say, what they actually mean and what creatives hear. In this session, Christine will share the first ever client-agency translation guide. Helping you to identify the common areas for misunderstanding that create frustration on both sides, along with the tricks of the trade that not only bridge the communication gap, but lead to game-changing work and long-term partnerships.

The Story Behind Chobani’s Brand Relaunch

Leland Maschmeyer, Chief Creative Officer, Chobani

Tracks: The Dieline Conference, HOW Design Live | Room: Ballroom C

5/03/2018 10:00 AM - 10:45 AM

Room: Ballroom C

Breakout

The Dieline Conference

HOW Design Live

Speaker

Leland Maschmeyer

Leland Maschmeyer

Chief Creative Officer

Chobani

The Story Behind Chobani’s Brand Relaunch

Nine billion media impressions. Over 500 media placements. 94% positive and 4% neutral online sentiment. By all measures, Chobani’s brand relaunch — run entirely by its in-house design team — has been regarded as one of the year’s best. But what drove the #1 US yogurt brand to dare such a move? What inspired the design? What does this work say about the future of brand building and packaging? Leland Maschmeyer, Chief Creative Officer of Chobani, will share the story behind the Chobani rebrand. Those in attendance might walk away with ideas for:

1.  Designing packaging as the key element of a larger brand story

2.  Drawing upon cultural themes to inspire creative work

3.  Nailing the hat trick of overhauling a brand, exciting the current consumer base, and recruiting a new consumer base. 

Thursday Breakout 5

Tracks: Tools + Resources, HOW Design Live

5/03/2018 10:00 AM - 10:45 AM

Breakout

Tools + Resources

HOW Design Live

Speaker

Thursday Breakout 5

11:00 AM - 11:45 AM

W. A. Dwiggins: A Life in Design

Bruce Kennett, Designer + Author

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom C

5/03/2018 11:00 AM - 11:45 AM

Room: Ballroom C

Breakout

Design + Creativity

HOW Design Live

Speaker

Bruce Kennett

Bruce Kennett

Designer + Author

W. A. Dwiggins: A Life in Design

An American type designer, calligrapher and book designer, William Addison Dwiggins is often credited with coining the term “graphic designer.” Bruce Kennett, drawing from his new biography about the designer, will present an inspirational and exciting peek into W. A. Dwiggins’s work—all of it infused with the designer’s wit and joyful spirit. This design-driven historical subject matter is a joyful reminder of how designers can use their skills and voices to produce great work, inspire their colleagues and clients, embrace the unexpected and positively respond to challenges in our social and cultural climate. A man of his times, Dwiggins understood that humor and satire are effective vehicles for advocacy. Not only will you get a taste of this designer’s sense of humor, you’ll also see how Dwiggins, an educator at heart, maintained a fierce dedication to raising the standards of workmanship and design.

Approaching Design with Accessibility in Mind

Reginé Gilbert, User Experience Designer

Tracks: HOW To, HOW Design Live | Room: Ballroom B

5/03/2018 11:00 AM - 11:45 AM

Room: Ballroom B

Breakout

HOW To

HOW Design Live

Speaker

Reginé Gilbert

Reginé Gilbert

User Experience Designer

Approaching Design with Accessibility in Mind

In the ever changing landscape of technology, we are all designers. Shaping the future of design is all of our responsibility and this ends and begins with the users.

In a world where more than a billion people are disabled, we must keep in mind making accessible products. User Centered design is at the heart of making products for all of our users.

In this session, we will cover aligning business goals with user goals, approaches and perspectives of incorporating accessibility into the creation of products. Participants will walk away with real world resources to be used for creating a more accessible world.

Objective: Incorporation of user centered design to approach accessibility in building digital products.

Key Takeaways:

  1. The importance of accessible design 
  2. Goals of user centered design
  3. Aligning business goals with universal design
  4. Resources for accessibility

Designing A New Reality: Chatbots, VR & Beyond

Val Head, Design Evangelist of UX Innovation, Adobe

Tracks: Design + Creativity, HOW Design Live | Room: Ballroom A

5/03/2018 11:00 AM - 11:45 AM

Room: Ballroom A

Breakout

Design + Creativity

HOW Design Live

Speaker

Val Head

Val Head

Design Evangelist of UX Innovation

Adobe

Designing A New Reality: Chatbots, VR & Beyond

As we see the world moving away from screens towards technologies like chatbots, virtual reality and artificial intelligence, what becomes of the role of designers? How should designers adapt? And how soon should they dive into the latest tech trends?

We’ll answer all those questions and more in this session as we dig into how important design is in these new technologies. A new reality is coming and designers have a unique opportunity to shape what the future becomes.

You’ll leave this session knowing:

  • What Machine Learning, Augmented Reality, Virtual Reality are and how they’re being used, both today and in the near future
  • Where designers can make the biggest impact on these new technologies and when we should dive in
  • The questions we should be asking around the data and “intelligence” of the products we’re designing

The Future of Flavour

Alison Gough, Senior U.S. Analyst, Stylus

Tracks: The Dieline Conference, HOW Design Live | Room: 207

5/03/2018 11:00 AM - 11:45 AM

Room: 207

Breakout

The Dieline Conference

HOW Design Live

Speaker

Alison  Gough

Alison Gough

Senior U.S. Analyst

Stylus

The Future of Flavour

More than ever, taste is now linked to sensory fulfilment. Brands that fail to meet consumers on this level are missing out on vital opportunities to engage with them in more meaningful ways. Rooted in food and beverage, The Future of Flavour is a timely investigation into tomorrow’s leading ingredients, fragrances and taste sensations – stretching to wider industries such as beauty, pharma, fragrance, colour & materials, retail, hospitality and even automotive/energy. Stylus reveals the latest product innovations, influencers, branding and packaging trends impacting consumer attitudes across a wide range of industries. Join the session to discover the future of flavour and how you can form deeper relationships with consumers through their taste and senses.

Thursday Breakout 10

Tracks: Tools + Resources, HOW Design Live

5/03/2018 11:00 AM - 11:45 AM

Breakout

Tools + Resources

HOW Design Live

Speaker

Thursday Breakout 10

1:15 PM - 2:00 PM

Discovering Cipe: Lessons in Creativity and Collaboration from Andy Warhol's Favorite Art Director

Sarah Rich, Writer and Editor

Wendy MacNaughton, Illustrator and Graphic Journalist

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/03/2018 1:15 PM - 2:00 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speakers

Sarah Rich

Sarah Rich

Writer and Editor

Wendy MacNaughton

Wendy MacNaughton

Illustrator and Graphic Journalist

Discovering Cipe: Lessons in Creativity and Collaboration from Andy Warhol's Favorite Art Director

While browsing at an antiquarian book fair, Sarah Rich and Wendy MacNaughton discovered an original painted manuscript, tucked into a display case, that drew them in like magnets. It featured a vibrant painting of hot pink beets and a hand-lettered recipe for borscht written in script so full of life, it was hard to believe it was more than half a century old. They would soon learn that it was the work of one of the most influential yet unsung graphic designers of the twentieth century, Cipe (pronounced "C.P.") Pineles, the first female art director at Condé Nast and a pioneer in art and media, whose impact lives on in the work of many artists and designers today.
 
Sarah and Wendy will tell the story of how that discovery led them on a journey of research and serendipity, as they sought to learn more about this person who had influenced both of their careers, though they’d never heard her name. In collaboration with Debbie Millman and Maria Popova, they created Leave Me Alone With the Recipes, a book celebrating Cipe’s life and illuminating her unique impact on contemporary illustration and design.
 
Sarah and Wendy will discuss the recent resurgence of food illustration, the relevance of Cipe’s work in today’s media landscape, and what is being done to ensure that underrepresented designers and illustrators gain the voice and space they deserve. Beyond Cipe’s artistic legacy, Sarah and Wendy will highlight three key lessons they drew from their adventure: 1. Stop — take the time to invest and engage; 2. Collaborate — work with people who inspire you; 3. Listen — get curious, ask questions, and know from whence. You might end up discovering the artistic godmother you never knew you had.

2:15 PM - 3:00 PM

Design Matters Live: Debbie Millman in Conversation with Chase Jarvis

Debbie Millman, Founder and Host of the Design Matters Podcast, Co-founder Graduate Program in Branding at SVA, Editorial and Creative Director of Print Magazine

Chase Jarvis, Award-Winning Photographer, Director and Entrepreneur

Tracks: Keynote, HOW Design Live | Room: Auditorium

5/03/2018 2:15 PM - 3:00 PM

Room: Auditorium

Keynote

Keynote

HOW Design Live

Speakers

Debbie Millman

Debbie Millman

Founder and Host of the Design Matters Podcast, Co-founder Graduate Program in Branding at SVA, Editorial and Creative Director of Print Magazine

Chase Jarvis

Chase Jarvis

Award-Winning Photographer, Director and Entrepreneur

Design Matters Live: Debbie Millman in Conversation with Chase Jarvis

Two iconic design legends will take the stage as Debbie Millman hosts a live session of the award-wining podcast, Design Matters, featuring an interview with Chase Jarvis and a conversation about Chase’s evolution as a photographer, artist and CEO of one of the world’s leading online creative communities. Debbie and Chase will talk about what it takes to really commit to being creative, how to persevere in the face of rejection and failure and how to ask for what you want.


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