Archived on August 20, 2012. Visit for more information.

Presentation descriptions

Community convocations | Affinity sessions | Student symposium |

Affinity sessions get in depth, on a topic of the attendee's choice!


Friday, 11:00–12:15 p.m.

All the Best Stuff Stays In-House (and Other True Stories)
Stanley Hainsworth, vice president, global creative, Starbucks
Stanley Hainsworth reveals how a creative services group grows into a global creative strategic force while collaborating with 150,000 employees and 47 million customers a week; how design sets the stage for an experiential brand; how to collaborate and set boundaries with internal clients; and how to continually challenge yourself and your clients while continuing to be a visual brand steward.

Can Anyone Be a Designer?
Ellen Lupton, 2007 AIGA Medalist, author, educator
Ellen Lupton is obsessed with promoting design thinking and design practices to general audiences: writers, artists, kids, working fathers and radical housewives. The D.I.Y. (Design It Yourself) movement is part of the future of design; it is affecting every intellectual industry, from politics and journalism to music and rocket science. How is it affecting you? Designers are becoming evangelists of their own expertise, as well as breaking into countless new fields that once were protected by barriers of professional knowledge. Today anyone can be a designer (if you try)—or a publisher, pundit, rock star or filmmaker. Lupton will talk about how to publish your own book, design your own merchandise and make your own bed.

Design: A Professional Service?
David C. Baker, creative services management consultant, ReCourses, Inc.
David C. Baker, creative services management consultant, ReCourses, Inc.
How would the world of design be different if it borrowed the best from each of the other professional services? And how does intentionally keeping it “unprofessional” serve our interests? The way we do things all seems pretty normal … until we talk to other professional service providers who may see things more objectively. David C. Baker discusses what we have to learn if we are to reverse the marginalization, industrialization and overseas outsourcing of design. Does our desire to remain “different” prevent us from having a seat at the global table?
*Audio not available for this presentation

Design as a Force for Development: An Investment in Design
Robin Edman, chief executive, Swedish Industrial Design Foundation (SVID)
Sweden is a prosperous country, boasting a highly productive and well-educated workforce. Swedish companies, however, are facing increasing competition on both the national and international levels. This is where the role of design proves essential. Design delivers a good return on investment and is an important and necessary development force for both businesses and public organizations. At SVID, Edman and his team initiated the program “Design as a Force for Development,” inspiring 10 national design projects and a number of regional projects and activities. Over three years it evaluated 498 businesses, 66 municipalities or municipality-owned businesses and 150 designers. Edman will discuss the results of the program—including where it is now and where it’s going in the future.

Designing for Multiple Devices: Theory and Practice
Adam Pratt, senior systems engineer, Creative Suite, Adobe Systems; and David Womack, writer, editor of Adobe ThinkTank
This session will bring together the theory and practice of designing for multiple devices. First, David Womack will take you on a journey to the outer reaches of digital design, exploring trends in digital technology that are bridging disciplines and opening new territories to designers. Following Womack’s presentation, Adobe’s Adam Pratt will demonstrate how Creative Suite 3 Premium provides tools to match these opportunities, allowing designers to move seamlessly between mediums and engage with an environment in which information is constantly reinterpreted. Join in this inspiring discussion about what’s now and what’s next.
*Audio available for this presentation

Failing Object Lessons: Design’s Green Limits and Our Collective Potential to Make a Difference
Valerie Casey, co-head, software experience, IDEO
Why has traditional product design failed to substantively advance the green movement? While green products have influenced market and consumer behavior, the impact has been less than we might have hoped. Methods of green adaptation have some benefits, but designers must move beyond object-based solutions to effect real change. Because “green” has entered the cultural vernacular and because its economic benefit has been justified, we are at a crucial inflection point. Discussion will focus on how designers can gauge and motivate the client’s propensity to embrace principles of sustainability.

In addition, this panel will be the launch pad for a “Kyoto Treaty” for design. What would be the core principles and goals of such a treaty? How would asking for a commitment to sustainability for every product design firm in our community change the landscape of design? We are prepared to ask consumers to buy green and our clients to commit to sustainability, yet what deliberate actions will we commit to in our own practices?
*Audio not available for this presentation

Fast Forward: The Designers’ Guide to China
Amy Gendler, director, AIGA China
China fills the front pages of our newspapers, pays for our municipal bonds and populates our living rooms with electronic goods and toys. And while our homes overflow with items made in China, the powers that be would like to replace them with things designed in China. On this subject, the People’s Republic of China has high-level committees and initiatives; advancing design and innovation has become a national imperative. But before you think, “This is a design war” or “There go our jobs,” take the time to understand the contradictions of this modern dynamo (aka ancient culture).

Amy Gendler, who has lived in Greater China for more than a decade, will discuss her experiences in Beijing this past year as director of AIGA China and professor at the Central Academy of Fine Arts. She will reveal small stories and the big picture. What role will design play in China’s development? How can American designers profit instead of perish? This is more a case for engagement than a cautionary tale, so come along for the ride!

From the Forest Floor to the Customer’s Door
Lewis Fix, senior director, business development, Domtar EarthChoice; Laura Latham, senior design director, Gensler Design; Chip Stine, Sandy Alexander, Inc.; moderated by Melinda Head, president, Head Research
How can you be sure that your paper choices are truly sustainable? Does the paper you use for your daily designs come from responsibly managed forests? This session will provide concrete answers. You will learn about the Forest Stewardship Council (FSC), recognized as the benchmark in environmental and social responsibility for forest management practices, and its chain-of-custody that provides the assurance you need to ensure the materials you use are socially and environmentally sustainable. Plus, you will learn about the path a printed piece travels from mill to printer to end user.

How Does Design Research Impact Design Practice?
Sharon Poggenpohl, professor of design, Hong Kong Polytechnic University; and Liz Sanders, president, MakeTools, LLC; moderated by Meredith Davis, director, graduate and PhD programs, North Carolina State University
What is the role of design research, and of university design programs, in the evolving profession of the 21st century? How is research different from creative practice? And what is “worth doing” among all the possible areas for investigation in the emerging design research culture? This panel will address the growing need for new knowledge as the design profession matures and seeks new areas of influence.

Lusting for Fresh Blood: Confessions of a Talent Scout
Julie Lasky, editor-in-chief, I.D. Magazine
Emerging designers are fearless. They dream impossible dreams, embark on insane projects and don’t seem particularly concerned about starvation. This presentation focuses on young designers from different disciplines who recently won the hearts of I.D.’s editors. Find out why.

Substance: Design for Social Responsibility
Bryan Bell, founder and executive director, Design Corps; Patricia Moore, principal, MooreDesign Associates; and Timothy Prestero, CEO and co-founder, Design that Matters; moderated by Lisa Abendroth, curator, Substance: Diverse Practices from the Periphery and associate professor, Communication Design, Metropolitan State College of Denver
From the other side of consumer culture, this session focuses on design that addresses the needs of underserved people, places and problems. The panel includes exhibition curator and participants featured in “Substance: Diverse Practices from the Periphery,” an international multidisciplinary design exhibition on display at the Center for Visual Art in Denver. They operate in the margins where their designs can have a high impact on quality of life. The projects presented demonstrate the rich possibilities that result from embracing community as client, where working across socio-economic borders and cultural divides reveal the depth of aligned design disciplines. Featured projects include Architecture for Humanity’s Biloxi Model Home Program; AeroVironment’s Architectural Wind Turbine; contributions by Continuum and Fuse Project for Nicolas Negroponte’s One Laptop per Child project; Design Corps’ Farmworker Housing Program; Imvubu Projects’ Hippo Water Roller; and Empathic Elder Research by Patricia Moore. Learn how these diverse professionals are defining a frontier of multidisciplinary design while working passionately on behalf of life’s necessities and requirements.

The Yin Yang of Design and Anthropology: Anthrodesigners and the Evolution of Graphic Design
Dori Tunstall, Ph.D., associate professor, School of Art and Design, University of Illinois at Chicago
Design uses anthropological tools such as ethnography to connect its human intentionality to its human context. But design has yet to truly partner with anthropology, and vice versa, due to misconceptions on both sides. BusinessWeek discusses the demonstration of how ethnography and design have emerging business value, yet both fields are still generally perceived as marginal to business, government and society. Anthropology and design represent the yin (internal contemplative) and yang (external active) energies and, by working together, they can balance each others’ weaknesses and enhance each others’ strengths. At stake is an understanding and respect for anthropology and designs’ insights, skills and intentions to positively affect human connectivity and the world in particular regard to the fields of business, government and society.

Using Technology to Manage Your Creative Team: Trends and Tips
Chris Moody, president, Aquent On Demand
How do you make sure your team is fully productive? The needs of creative organizations are unique, and technologies to manage creative projects and teams continue to evolve. In this session, Chris Moody will discuss emerging technology trends that can help you run your team more efficiently and effectively. Chris will emphasize tips for implementing creative workflow, project management and digital asset management solutions.
*Audio not available for this presentation

Works in Progress: What We’re Working on Next
Moderator: Steven Heller, columnist, the New York Times Book Review and co-chair, MFA Designer as Author and co-founder, MFA in Design Criticism, School of Visual Arts
This is the first in a series of three sessions that will focus on three designers and design educators who are currently producing a variety of work to be finished in the near future. The selections are not just any client-driven pieces, but works of personal passion and inspiration that will have impact on the design field at large. This works-in-progress session includes:

1. Monsters
Stefan Bucher, writer, graphic designer, illustrator and founder, 344 Design
Enjoy a guided tour of some of Bucher’s latest monsters. He will present his newest monster piece, premiere a fresh “Weekly Monster” clip and maybe even discuss his forthcoming monster book.

2. Can You Tell A Book By Its 101 Covers?
Warren Lehrer, co-artistic director, EarSay, professor, SUNY Purchase and professor, Design as Author graduate program, School of Visual Arts
Lehrer will discuss his writing/design process and present/perform highlights of his new book-in-progress, The Rise and Fall of Bleu Mobley: A Life in Books. This “illuminated novel” contains 101 books within it—all written by Bleu Mobley, Lehrer’s fictional author/book visionary who commits the crime of blurring fiction with nonfiction. From prison, Mobley looks back on his life and career. His memoir runs between and alongside a retrospective of his life’s work, contrasting the published work with the personal narrative. Each of Mobley’s 101 books (and book objects) are represented by a book cover design, catalog copy and an excerpt that reads like a short-short story. Mobley’s books and life reflect a half-century of cultural and political events as well as popular trends in publishing, design, art and media. 

3. Some Motion and Maybe a Little Music
Jakob Trollbäck, president and creative director, Trollbäck & Co.
Trollbäck & Company specializes in creating emotionally charged experiences. Jakob Trollbäck will take you through a few of their current projects for large and small screens.

Friday, 2:15–3:30 p.m.

200 Under 30: Print’s New Visual Artists 1998-2007
Joyce Rutter Kaye, editor-in-chief, Print
Print magazine’s New Visual Artists issue—now celebrating its 10th anniversary—introduces to the world a select group of startlingly assured talents under the age of 30, many of whom go on to become established design stars. Through the years, the NVAs have pushed through artistic, technological, personal and geographic boundaries to create a fresh and fearless approach to design and collaboration. Join Editor-in-Chief Joyce Rutter Kaye as she catches up with past winners and reveals how the latest NVA “graduates” are challenging ordinary ways of making design.
*Audio not available for this presentation

Design Without Constraints: Using Technology Beyond the Imagination
Christopher Smith, president; and Jennifer Smith, co-founder, AGI
This session explores how you can express your ideas and use technology to enhance your creativity. Discover how effective use of creative technology can allow you to focus on design and free you from repetitive work. You’ll explore how to keep the focus on design and aesthetics whether you create fashion, graphics, print, web or mobile design. Jennifer Smith is the lead author of Creative Suite 3 for Dummies and has useful advice, practical suggestions and tactical tips you can put to use right away. This session marries common creative tools such as Photoshop, Illustrator and the rest of the Adobe Creative Suite 3, and explores capabilities that let you harness technology to spend more time creating and designing. Christopher Smith, a noted graphics technology expert and president of Aquent Graphics Institute (AGI), will join Jennifer in her presentation.

Disposable Design
Shoshana Berger, co-founder and editor-in-chief and Grace Hawthorne, co-founder and president, ReadyMade
ReadyMade is a magazine about making stuff. The do-it-yourself projects found on its pages—most of which are contributed by readers—reinvent the castoffs of consumer culture, turning them into bold new designs. Join co-founders Shoshana Berger and Grace Hawthorne to discuss the origins of the readymade as art object and how they are evolving the idea into a broad manifesto for 21st-century living. For a new generation of producers and consumers concerned with both the ethics and aesthetics of domesticity, ReadyMade is the field guide for sustainable design.

How To Be An Exit-Level Designer
Ed Fella, 2007 AIGA medalist and exit level designer
Positioning himself at this point in life as an exit-level designer, Ed Fella claims he has no “next” other than working on some “bad paintings.” But he does have a 50-year career in graphic design to draw on (literally) and rework (deconstruct), both as an alternate (counter-factual) history of itself and as a current practice. Showing a series of “after-the-event” flyers, photos from his book, Letters on America, and sketchbook pages, Fella will re-present his history as a narrative of hope for the next generation of graphic designers.

Inside the Catalogue and Paper Campaign
Lafcadio Cortesi, Boreal program director, ForestEthics and Greg Cunningham, director, regulatory assurance, Limited Brands (Victoria's Secret)
Cunningham, director, regulatory assurance, Limited Brands (Victoria’s Secret)
Representing ForestEthics and Limited Brands (Victoria’s Secret) respectively, Lafcadio Cortesi and Greg Cunningham will discuss how their institutions have transcended from being fierce adversaries to strong allies, the ins and outs of sourcing environmentally preferable paper, and what the resulting key impacts and reactions have been on employees, suppliers and others. They will also share lessons learned from this experience to benefit designers, suppliers and end users.

Intellectual Property Basics: A Designer’s Guide to Copyrights, Trademarks and Patents
Shel Perkins, chairman, AIGA Center for Practice Management, and author, Talent Is Not Enough: Business Secrets For Designers, and Linda Joy Kattwinkel, Esq., attorney and mediator, Owen, Wickersham & Erickson
Intellectual property is an important topic for creative professionals. We strive to produce work of significant value, and we negotiate with clients for its use and ownership. This workshop provides an overview of the core issues for design and marketing: copyrights, trademarks and trade dress, utility patents and design patents. Details of ownership, protection, infringement and licensing will be discussed. Many real-world examples will be shared along the way. Find out what the term work-for-hire really means, and whether it’s appropriate to your projects!

K-12: Where Design Thinking Begins
Daarina Abdus-Samad, teacher, Norma Coombs Middle School in Pasadena, CA; Meredith Davis, director, graduate and PhD programs, North Carolina State University; and Doreen Nelson, director, Center for City Building Education (CBE) and professor, California State Polytechnic University; moderated by Steve Hartman, president, Creativille
The education that produces a designer is well-matched to the demands on all adults in the 21st century: creative thinking, problem solving, seeing things in the mind’s eye, and the effective use of technology, resources and information. Design education can provide a roadmap for K-12 curricula that leads to essential competencies and thinking skills, regardless of the subject area.

Music Packaging in the iPod Age
Neal Ashby, principal, Ashby Design and Matthew Curry, principal, ImageFed
Neal Ashby and Matthew Curry, two Grammy®-nominated designers discuss what’s next for graphic design in the evolving recording industry. The future of music packaging will be addressed and how designers can best prepare themselves for the next wave of music packaging and marketing in the iPod age. The merging of the illustration and design disciplines as a growing trend will be discussed, along with a presentation of the mammoth creative process that produced Grammy®-nominated package designs for the last two years running.

The Future of Design
Lydia Varmazis, director, Emerging Technology, Adobe Systems, Inc.
Who will be the next designer of the future? The proliferation of user-generated content on community sites has resulted in a challenge to the boundaries and barriers for creative expression. Many similar concepts are enabling designers to experience sharing ideas with others to enhance design experiences and leverage the community in gaining design knowledge. See how web-hosted services from Adobe Labs bring together the designer and developer community from the web into the Creative Suite desktop.

The Future of Design Writing
Michael Bierut, partner, Pentagram; Armin Vit, co-founder, UnderConsideration; John L. Walters, editor, Eye magazine; and Alissa Walker, editor, and associate producer, DnA: Design and Architecture radio show and associate producer, “DnA: Design and Architecture” radio show
In recent years, with the increase in design coverage in the mainstream media and particularly with the advent of blogs, design writing is on the upswing. Is this a new standard? Are there increased expectations? Will writing become a rule rather than an exception to the design process? And how do we make sure people reporting about design know what they're talking about? In this panel the future of design journalism, criticism and commentary will be analyzed by designers, designer/writers, writer/designers and writer/journalists.
*Audio not available for this presentation

Typography: What's Next?
Jonathan Hoefler, co-founder and president and Tobias Frere-Jones, co-founder, Hoefler Frere-Jones, Inc.
Two of the fundamental reasons to create new fonts have disappeared. First, the 20th-century notion of the typeface as a historical revival, once central to the design of new faces, has come to be seen as a completed project (now that the back acreage of typographic history has been so thoroughly mined). Second, technology, which once offered insurmountable restrictions that type designers could only circumvent in clever ways, seems poised to make anything possible. Typographers are forced to ask themselves what’s next—a question that doesn’t yield easy answers. The work of Jonathan Hoefler and Tobias Frere-Jones sits at the intersection of culture, commerce, history and technology, and offers a useful philosophical and professional framework for addressing the compelling question of “What’s next?”

Works in Progress: What We’re Working on Next
Moderator: Steven Heller, columnist, the New York Times Book Review and co-chair, MFA Designer as Author and co-founder, MFA in Design Criticism, School of Visual Arts
This is the second in a series of three sessions that will focus on three designers and design educators currently producing a variety of work that will be finished in the near future. The selections are not just any client-driven pieces, but works of personal passion and inspiration that will have impact on the design field at large. This works-in-progress session includes:

4. Designing Art: Interventions That Serve the Public
Nik Hafermaas, dean, Communication Design, Art Center College of Design
Transcending the traditional boundaries between public art and design, Hafermaas is currently working on three major commissions that challenge the perception and purpose of public art. 1) Addressing perceptions about air travel, eCLOUD will be a visually mitigating interactive installation, hovering in the new concourse building of San Jose Airport. The piece is conceived and produced in collaboration with Dan Goods of JPL/NASA and Aaron Koblin of Yahoo!’s Design Innovation group. 2) ACUpunkt strives to heal a neglected area of Los Angeles through acupuncture. As a city that prides itself in being spread out, a 200-foot-tall needle takes on the challenge to derive a middle point, an epicenter of interest, building awareness, pride of place, and thus community. 3) PowerPLANTs is a virtually unprecedented “scalable” public art installation, defining Pasadena’s Innovation Corridor, a former industrial region of the city intended to attract new businesses to the local creative economy. The installation will grow and multiply over time to visually prepare the community for the change ahead.
*Audio not available for this presentation

5. Presentation description TBA
Ellen Lupton, director, MFA Graphic Design program, Maryland Institute College of Art and curator, contemporary design, Cooper-Hewitt National Design Museum
Ellen Lupton will talk about her forthcoming book, Graphic Design: The New Basics, co-authored with Jennifer Cole Phillips.

6. Venture Criticism: Floating the SVA MFA in Design Criticism
Alice Twemlow, chair, MFA in Design Criticism, School of Visual Arts
Building a graduate program from scratch is a challenge in itself, but what if it’s also the first of its kind in the United States? With no existing models to refer to, such an endeavor epitomizes the phrase “blank slate.” This session reveals the inspiration, strategy and guesswork behind the creation of the School of Visual Arts’ MFA in Design Criticism, which opens its doors in Fall 2008. It discusses approaches to designing course curricula, recruiting faculty and students, and generating a humanities-based intellectual culture in a studio-oriented art school. More specifically it deals with essential questions such as: what exactly is design criticism, how should it be taught and is there anybody out there who wants to learn it?



Saturday, 11:00–2:15 p.m.

Acceleration of Consumption
Stephen Wahl
, senior design lead, IDEO
Humans are social beings—the need to share is inherent to our existence. One might say we share information, tasks, ideas and experiences with others in an effort to create a harmonious existence with our surroundings. In fewer than 40 years, the human population has doubled from three billion to more than six billion. With the convergence of information, communication and technology there are endless ways of sharing knowledge, often resulting in a blurring of information and disinformation. Designers are the creators of experiences. Design decisions are increasingly being influenced by potential impacts beyond the moment-of-use consumer experience. Historically, the challenge for the designer has been to envision the future as if it were the present. With a greater appreciation of design decisions and the resulting impact on the planet, can the designer challenge the present to see the future by looking at the past?

Building a Breakthrough In-house Agency
Jim Hauptman, creative director and managing editor, L.L. Bean and Ed Krug, vice president, Aquent Consulting
More and more leading design-focused corporations are finding that building a better internal creative services “agency” is the ideal way to get control of the brand experience and to produce breakthrough work more efficiently and more consistently. So how do you get there?

Join Ed Krug and Jim Hauptman for an informative discussion on how best in class organizations have gone about it—and how you can too. Specifically, you’ll learn how to: Establish a vision for your in house agency; “Sell” management on the benefits of in–house creative; Optimize your processes to enable greater efficiency; Inspire your in-house team to raise the bar and do better work; Utilize tools in measuring performance and success. Whether you’re thinking of creating an in house agency, or looking for tips to energize your present team by attracting better work, this session is for you!

Design: The New Advertising
Neil Powell, co-founder, WeAreGigantic
For most of his career as a graphic designer, Neil Powell has challenged the conventions of the advertising industry. Unwavering in his belief that most traditional forms of advertising are a waste of money, Powell has introduced his clients to the notion that brand design and grassroots/guerilla communications can yield much more effective results. In this session, Powell will discuss his approach to creating holistic brand stories and why he believes that, in today's disposable media world, design is the real key to successful marketing.
Listen to his presentation now!

Designer/Client Contracts: An Introduction to the New AIGA Standard Form of Agreement for Design Services
Shel Perkins, chairman, AIGA Center for Practice Management, and author, Talent Is Not Enough: Business Secrets For Designers, and Linda Joy Kattwinkel, Esq., attorney and mediator, Owen, Wickersham & Erickson
Every time you perform services for a client, you have a contract whether you know it or not! You need to make sure that it’s fair. In this workshop, Linda Joy Kattwinkel and Shel Perkins explain what constitutes a legally binding contract, review the most common problems caused by oral agreements and describe the vital role a well-written document can play in keeping client relationships on track. To help you accomplish this, Kattwinkel and Perkins will examine the new AIGA Standard Form of Agreement for Design Services. It contains recommended terms and conditions, explanations of the key legal concepts involved and suggestions for incorporating smart contracts into your own design practice.

Future Design Trends
Bart Haney, founder, FuseProject and Superhappybunny; and Vivian Rosenthal, co-founder, Tronic; moderated by Jody Turner, founder, Culture of the Future
Consumption models have changed. And with them, how we function as designers has changed. What are the current design trends and the resulting design demand? How do we want to contribute and influence going forward, and what are the ways we do it? This panel will present the visual and verbal language going forward from Ecoism to ReMix, Radical Crafting to SeriousPlay, from ReInvintage to Time Reclamation and more. Designers and panel members who are each at the height of their influential contribution will discuss influencing society and how society is influencing the conversation economy. Each member will have a chance to give their take on the world as we know it and will know it, and each attendee will receive a takeaway filled with resources for us all as we move forward.

Habit Habitat
Elena Manferdini, principal, Atelier Manferdini
The lecture will focus on the relationship between fashion and architecture in Atelier Manferdini’s work over the past three years. Tailors for centuries have been solving the problem of constructing complex curved geometry with simple flat material; fashion has become a tool for introducing new methodologies for developable surfaces. On the other hand, the ultimate goal for applying digital techniques from architecture to fashion is to introduce customization during the design phase of mass-produced clothing. Even though computers have opened the way for custom-designed items, only a few companies have introduced identity-driven lines. Commercial clothing is still generic. In the long run applying animation and custom scripting tools to the design phase would blur the distinction between couture and ready-to-wear design. This research sees clothing as a source of traditional and innovative techniques to introduce creativity, effect and taste in the mass culture of building standards.

House of Bumble
Alexander Brebner, creative vice president, Bumble & bumble
This session will discuss the issues in-house designers face—the pros and cons, how to keep things fresh, and the virtues and challenges of being one’s own client. Alexander Brebner has been on both sides of the design “divide,” spending half of his 25-year career working in firms with every imaginable client, and the other half devoted to one—the hairdressing company Bumble and Bumble. He started their in-house design group with two people, grew it to more than a dozen, and guided the development of the brand identity, copywriting, packaging, collateral and interiors. Get on board for the tour through the “House of Bumble.”

If I Live in Africa, Why Would I Want to Look Like I Live in New York?
Garth Walker, principal, Orange Juice Design
We all have different origins, but where we end up also determines our culture. Garth Walker was born in Africa, the first of his kin (stretching back to Cromwell) born outside of Britain. Having lived in Africa his entire life and raised children there, he claims Africa as home—he is African. His talk raises the question of the effects of culture on design. He does not live in London, Paris or Tokyo; why should his work look like he does. This is the story of Walker’s journey of discovery to understand what makes him an African, and how to be honest to the culture that reflects his true self.

Letting Go of 20th Century Models for Design Education
Rafael Fajardo, director, digital dedia studies, University of Denver; Santiago Piedrafita, chair, Department of Graphic Design, North Carolina State University; and Holly Willis, associate director, Institute for Multimedia Literacy, University of Southern California; moderated by Barbara Sudick, associate professor, communication design, California State University
Design is becoming increasingly complex. Is it time to let go of curricular and pedagogical models that begin with simple concepts and to build slowly and progressively towards new models? This session will examine what’s next for design education in the 21st century, including cross-disciplinary and collaborative work.

Paper in Design: How to Make Informed Environmental Choices
Lewis Fix, senior director, business development, Domtar EarthChoice; David Ford, president and chief executive officer, Metafore; and Tom Pollock, project manager, Metafore; moderated by Anthony Russell, president, Russell Design
Your paper’s footprint extends far beyond the forest. How it is made, what it is used for and where it goes after it is used also determine the environmental impacts of paper. This session will explore what these impacts are, as well as key questions graphic designers are asking about the papers they choose. It will profile several labels and tools in the marketplace for evaluating your paper choices, including the Environmental Paper Assessment Tool®. The EPAT® was developed by 11 corporations and Metafore with a common interest in making environmentally preferable papers more widely available and affordable.

The New New Typography
Thomas Phinney, product manager of fonts and global typography, AdobeType division, Adobe Systems, Inc.
Adobe’s Thomas Phinney gives a tour of advanced typography and an introduction to the Open Type font format, using new Adobe Originals typefaces Arno and his own Hypatia Sans. Phinney will explore the different fonts that work well when designing for multiple outputs (mobile, web vs. print). In this session you will explore some of the stranger things typeface designers are doing using Open Type technology, including fonts that do translations, censor themselves or predict the future. This presentation is intended to be of interest to designers regardless of their level of background in typography.

The Unanswered Question
John L. Walters, editor, Eye magazine
John L. Walters has been editor at Eye for eight years. To prepare for this demanding role, he studied math, physics, writing and composition in his early years; led an award-winning music group; produced rock, jazz and electronic albums, and cofounded the avant-garde audio journal “Unknown Public.” So how will you prepare for that dream job? Walters draws on experiences with words, music and pictures to pose a few questions about life, the universe and graphic design—and illustrates his points with images directly from the past, present and future pages of Eye. Expect meditations on the form and content of agency press releases, brand madness, awards fever and designers vs. drummers.

Works in Progress: What We’re Working on Next
Moderator: Steven Heller, columnist, the New York Times Book Review and co-chair, MFA Designer as Author and co-founder, MFA in Design Criticism, School of Visual Arts
This is the third in a series of three sessions that will focus on three designers and design educators currently producing a variety of work to be finished in the near future. The selections are not just any client-driven piece, but works of personal passion and inspiration that will have impact on the design field at large. This works-in-progress session includes:

7. Everything I Know About Scrapbooks in Ten (Okay, Maybe Fifteen) Minutes
Jessica Helfand, partner, Winterhouse and senior critic, School of Art, Yale University
The scrapbook was the original open-source technology, a unique form of self-expression that celebrated visual sampling, culture mixing and the appropriation and redistribution of existing media. Over time, it came to mirror the changing pulse of American cultural life—a life of episodic moments, randomly reflected in a news clipping or a silhouetted photograph, a lock of baby hair or a Western Union telegram. In this brief presentation, Helfand will discuss her latest obsession (and her next book) by showing how all scrapbooks are not created equal.

8. Alvin Lustig: Modernist
Steven Heller, columnist, New York Times Book Review and co-chair, MFA Design as Author and co-founder, MFA in Design Criticism programs, School of Visual Arts
Alvin Lustig died when he was 40 years old but left a legacy large enough for two lifetimes. Elaine Lustig Cohen and Steven Heller have been working for years to collect, catalog and narrate the life’s work of this incredibly prolific and innovative American Modern. This presentation will provide a peek at the professional biography in progress and tour the known and little known works that comprise his inspiring oeuvre. 

9. Earthquakes, Mudslides, Fires and Riots: California and Graphic Design
Louise Sandhaus, co-founder, Durfee Regn Sandhaus
As clichés go, California is the place where anything goes and everyone does their own thing. Maybe it’s because everyone knows that in California there’s no terra firma; earthquakes, fires, mudslides and the occasional civil uprising cause upheaval and change. California is fluid. It has a sense of humor. It is a place of constant innovation and the great Mecca of consumerism, entertainment and technological development, but it is also a place of social consciousness where the status quo undergoes constant challenge and renovation. This book-project-in-the-making is intended as a raucous gathering of smart, offbeat and groundbreaking essays and graphic design from the past, present and future of the “left coast.” This presentation takes a sneak-peak at the design, editing and writing being developed for this curated spectacle.

Saturday, 2:15–3:30 p.m.

Blog O’Fear: The Rules and Etiquette of Blogging
Allan Chochinov
,; Tina Roth Eisenberg, founder, Swissmiss; William Drenttel, Design Observer and co-founder, Winterhouse; Khoi Vinh, design director,; and Alissa Walker, editor, UnBeige; moderated by Steven Heller, columnist, New York Times Book Review and co-chair, MFA Design as Author and co-founder, MFA in Design Criticism programs, School of Visual Arts
Who is afraid of what the blogosphere has and will become? The next stage of blogging is coming and this panel, devoted to the present and future of this broadband medium, will address its art and commerce as well as its role as forum for ideas, commentary and whatever’s next.
Listen to their presentation now!

Design Backwards
Brian Dougherty, founding partner, Celery Design
Take a backwards journey through Celery's creative process to learn how sustainability influences every part of the design lifecycle—from user experience, to distribution, fulfillment, printing, layout, writing and strategy. This unusual, holistic approach helps Celery use sustainability as a springboard for design innovation rather than a list of restrictions. Brian Dougherty will illustrate the approach with case studies of eco-innovative designs in several media and will address many of the challenges that aspiring green designers face.

Design for People / Who Give a Damn
Casey Caplowe, creative director and co-founder, Good magazine and Scott Stowell, proprietor, Open
Since its launch a year ago, Good magazine has been recognized as a unique new voice in publishing. Idealistic but accessible, this magazine for "people who give a damn" built a following of passionate and loyal readers. And the New York design studio Open has helped Good do this—by designing every issue of the magazine so far. Join Open proprietor Scott Stowell and Good creative director Casey Caplowe for a discussion of how this project came about and how they've worked together (with lots of other artists, designers and writers) to get it done, from issue 001 all the way through the current "Design Solutions" issue—and find out what's next.

Designer of 2015
Joan Bodensteiner, director, customer marketing, Creative Pro business unit, Adobe; and Ric Grefé, executive director, AIGA
AIGA and Adobe Inc. have partnered in a systematic quest to understand what today’s clues reveal about the expectations for designers in the year 2015. Indications of what the future holds are evident among educators, students, design studio principals and business leaders—the very people who know how the challenges designers are asked to solve each day have changed dramatically over the past 20 years. To prepare the designers of 2015, we must change the idealized and outdated perception of the “traditional” designer to create a new model for the design professionals of tomorrow.

To this end, AIGA and Adobe have conducted surveys, assembled focus groups of leading design thinkers and educators, and conducted extensive interviews. The outcome will serve at least three purposes: for educators, it will help to refine the demands of the educational curriculum in preparing future professionals; for designers and corporations, it will assist in understanding the range of skill sets and organizational models for which they should be preparing today as they recruit new designers; and for developers creating tomorrow’s tools, it will result in product development efforts that improve the way designers work. Engage in the process of this work on the “next” designer and the future of the profession.

Get Smart About Next Generation Interviews
RitaSue Siegel
, founder and president, RitaSue Siegel Resources (Aquent)
An interview is a business meeting. A search consultant specializing in finding and qualifying design leaders, RitaSue Siegel will dissect the interview process and reveal the mysteries of how to prepare for interviewing with employers, headhunters and human resource professionals. Gain practical advice on a range of issues including how to analyze a job description and strategize your presentation accordingly; how to behave when being interviewed on the telephone or via webcam, and how that differs from in-person interviewing behavior; how to prepare for the questions you will be asked and what questions you should prepare to ask; and how to take charge of the interview to make sure your skills and personality are revealed. Siegel also discusses the role of serendipity and shares useful tips for salary negotiation.

How Should Design Education Prepare Students for a Future of Change
Bill Buxton, researcher and designer, Microsoft; and Hugh Dubberly, founder, Dubberly Design office
During the last 30 years, the growing presence of computers and the
internet has changed the context of design. New types of jobs have emerged as designers reinvent practice. Both how we design and what we design are substantially different than they were a generation ago. What will the next generation’s designers face over the course of their working lives? Today’s trends will continue. Processors are still getting smaller and faster. Computers and sensors are included in more and more products. And soon, almost everything will be on the network, while the network itself gets faster. In addition to the changes we can predict, we should expect some we cannot imagine yet. How should we respond to the changes of the last generation and those of the next? What does preparation for practice mean in a world where the future constantly changes? What can a design education provide that will endure?

How To Make Mistakes on Purpose
Laurie Rosenwald, principal, Rosenworld
As a follow up to her Hands-on Studio workshop that will get you furiously and brilliantly drawing, sketching and ideating, Laurie Rosenwald reveals the secrets and benefits of how of to make mistake on purpose. Or what to do when it's too late to go walking in the woods and get burrs stuck on your pants and invent velcro all over again.

I’m Sleeping With My Client
Bobby C. Martin, Jr., design director, Jazz at Lincoln Center
Being an in-house designer is like waking up next to the same person day after day after day. There are definite pros and cons to the relationship. Con: most often the client does not have design in mind when decisions need to be made. Pro: there is the opportunity to become fully immersed in one brand. As with most relationships, the key is to know when to take control and when to listen. The passion for design is matched with the mission of the company and the success of the relationship is evident in the evolution of the brand. Bobby C. Martin Jr. talks about the impact of his design work on everything from marketing to accounting, the structure of board meetings to employee response to the physical office space, watching his once elaborate and strategic presentations whittled down to brief conversations and worried voicemails, and being committed to his work on a level he never imagined.
Listen to his presentation now!

One World, One Dream, One Look: Design Challenges and Ideas for 2008 Beijing Olympic Games
Dana Arnett, principal, VSA Partners, Inc.; Patrick Cox, executive creative director, Wolff Olins; and Min Wang, dean, School of Design at the Central Academy of Fine Arts, China
The Olympic identity is always a great challenge for graphic designers to understand the “global” needs and spirit of the Olympic Games and to promote that spirit in an artistic language, which will inspire both the local and the international community. For Min Wang, and the designer of the 2008 Beijing Olympic identity, the questions are how to create a look that: combines the Olympic spirit and Chinese value; blends the traditional with the contemporary; is uniquely Chinese in color and form; touches the hearts and minds of the people; and enhances athletes’ and spectators’ experience.

From enraged critics and polarized designers to concepts of inclusion, fair play and user– interaction (welcoming people to download the Olympic logo template and design their own variations), the London 2012 Olympic identity is a making a bold statement and stirring up a lot of interest and hot debate about graphic design. It also provoked one of the most unusual controversies over whether graphic design can be harmful to your health. Patrick Cox, executive creative director, Wolff Olins, the man behind the rousing design, tells his story here.

After Chicago officially threw in their hat to host the 2018 Games, Dana Arnett, principal of VSA Partners, began to pursue imagery that would capture the spirit. He will reveal the process of pursuing the Olympic spirit in a windy city vernacular. Through lively discussion, each designer will share their work, discuss their experiences and identify the challenges uniquely associated with designing on the world stage.

Soft Power: 21st Century Design Value
Moira Cullen, design director, Coca-Cola North America
Sticks. Carrots. Or Design. Power is the ability to influence the behavior of others to get the outcome one desires. In today’s emotional economy, design’s ability to shape preferences (client and consumer) through the power of attraction is increasingly valuable. Design leadership—tangible and intangible, thinking and making—aligned to shared consumer values and business goals, is transformative. It is the soft power of 21st-century brand strategy.

Why Georg?
Michele Washington, designer, educator and founder and principal, Flow9
Follow as Michele Y. Washington walks through Georg Olden’s challenges during his tumultuous career. Olden set the standards for television graphics and garnered the title of “dean of TV graphics.” What made Olden and his work distinctive and worthy of the 2007 AIGA medal? Find out here.



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