Transforming Design: Perspectives from the 2022 Design Nation Conference Executives
During the annual Design Nation Conference, one question asked by attendees, executives, and conference staffers focuses on the topic of the conference itself: how has design transformed? Design in today’s sociopolitical and technological landscape has expanded into new media and new functions, and thus its definition has expanded as well. The theme of the 2022 Design Nation Conference is transformation; design drives transformation through technological, cultural, and industrial innovations, but design is also subject to transformation itself as different media that we use to design evolve.
We asked several of the executives who will attend the 2022 Design Nation Conference what transformation means to them. Blair Hannah, founder and managing partner of Concentric Design, touched on the role of graphic design in creating lasting visual identities for consumers and communities. “Being a designer means being in the business of transforming things for others. We're constantly reimagining logos and digital experiences—turning ideas and goals into tangible products—and it's incredibly exciting to wield such power for change!” For those with careers in marketing and graphic design, the digital transformation is one of the primary innovations that has created new, more powerful ways to reach consumers. The changing design requirements caused by digital trends like short videos and image-based social media are a subject of discussion for many advertising executives.
Anthony Shop, Chief Strategy Officer and Co-Founder at Social Driver, focused on design’s ability to transform the user experience by putting the user first. He highlighted that “when it comes to advertising, we are all living through an era of disruption. Transformation means putting people at the center of marketing, communications and design, even when that requires us to challenge our assumptions and how we've always done things.” Shop touches upon the growing possibilities surrounding user experience design and consumer-focused marketing which have the possibility to transform traditional practices around marketing.
Design can also extend beyond industries like marketing and branding into serving as an agent for social change. For some like Ziad Foty, CEO of Design In DC, design can “[challenge] preconceived ideas or concepts through the clash of opposing thoughts. Transforming the frame or the canvas or the screen through a disruptive clash of ideas creates a creative explosion.” Many recognize the ability for design to challenge existing ideas, generate a dialogue between ideas, and influence public perspectives about issues.
“Design is about creating positive transformational change. It can transform how we feel about something; transform the way an experience unfolds; transform a business; and can profoundly transform our perception of the subject. ”
Dan Harden, the CEO of Whipsaw Inc., summarized the purpose of design in causing positive transformation, stating that “Good design must always transform the targeted subject matter into something more complete, more meaningful, and better for the end user. Design is about creating positive transformational change. It can transform how we feel about something; transform the way an experience unfolds; transform a business; and can profoundly transform our perception of the subject. As a designer, I'm always striving to create solutions that cause some type of transformation. If you aren't doing that, you're missing the point of design.” These thoughts on transformation in design offer a small glance into the conversations about the impact of transformation on design, the role of design in driving change, and the future of design which the Design Nation Conference will host.
“To meet passionate and talented young people looking to make a difference in the world, as well as industry leaders”
Our executives also shared what they are most excited about for the upcoming conference. Hannah expressed an eagerness to speak “with students again this year. Last year, I was so impressed by the variety of backgrounds and thoughtful questions my group brought to our session” during the conferences’ executive seminars where students get opportunities to ask an executive questions in a small-group setting. Shop also echoed the excitement “to meet passionate and talented young people looking to make a difference in the world, as well as industry leaders” throughout the duration of the conference.
The opportunity to network and hold personal conversations with other participants during the conference was also the highlight for many others. Forty touched upon looking forward to a dialogue between himself and “creatives from all of the US and dialogue about design concepts and theory,” an opportunity the conference offers through panel discussions focused on current themes in design including diversity, equity, and inclusion, resolving inequity through design, and designing for the consumer.
Vincent Mazza, Managing Partner at eDesign, highlighted the importance of the conference for evolving and impacting new trends in the industry by hearing from college students’ perspectives. Massa shared, executives are “excited to hear what questions and topics are on the minds of students today. [They] use data, insights, and empathy in [their] messaging and marketing work, and hearing from others at an event provides valuable perspectives to survive and thrive post COVID-19,” when it comes to the next generation of design consumers and influencers.
Sandra Parét, Chief Executive Officer of STG Design, summarized the conference and its cohort of students and executives passionate about design as a “convergence of inquisitive minds and executive experience,” which “is always a catalyst for forward thinking conversations.” The opportunity for executives to provide “long term, real life, often technical experience with the “what if” of the future is stimulating, creative and an opportunity for all parties to contribute solutions to the world’s most interesting issues.”
Join us for an exploration of transformation and design at the 2022 Design Nation Conference on April 9-10th 2022. Apply now until February 2nd, 2022.
Design Nation is an all-expenses-paid exploration of the versatility of a career in design, how design is applied differently across industries, and what it looks like to be a design leader facing the business and social challenges of our world.
Experience keynotes, executive seminars, and panels led by industry leaders, attend workshops to develop professional skills, and gain networking opportunities with the next generation of design leaders.
The conference will run from April 9-10th 2022, at The Shed, Hudson Yards, in New York City. Applications are due February 2nd, 2022. Applications include resume and portfolio submission, as well as short-answer responses. All applications are considered on a need-blind basis, and all travel and accommodation costs are covered for accepted attendees.
For more information, please visit our website: https://dn.businesstoday.org/.
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