Check out some of the highlights from day 2 at HDL 2018 in Boston!
Day 2 of HOW was chock full of great keynotes and breakout sessions! Read on for some of our Favorites.
In the first keynote of the day on Tuesday, May 1, Nick Law spoke on the importance of building what he calls “experience design”. He walked through several case studies of work he has done with Nike and Beats, and how his team evolved around a narrative/design framework. Law emphasized the importance of having the narrative side of the house communicating with the design side, that the framework works best when the two sides come together.
In “Why – and How – to Marry Effective Marketing and Meaningful Design”, Aaron Keller talked about how your brand is a vessel of meaning and trust, and your brand is the ultimate metric to measure the power of your marketing and design. Keller emphasized that brands hit a high point of awareness that comes when they have amassed a critical mass of time from individuals.
During “Being the Kid in a Candy Store: Creating Magic While Building Design-Driven Brands from the Inside”, Fernanda Amarante encouraged the creative millennials in the room to stay loyal and “annoyingly optimistic” in their jobs. Most millennials are going through their careers with one foot out the door, which doesn’t give them an opportunity to really live in the moment and grow into their dream role.
In “The Worst Negotiating Mistakes and How to Avoid Them” Ilise Benun laid out five mindset shifts that creatives can make to be better at negotiating:
1. I am not a business person vs. I can become a savvy business person
2. I don’t like talking about money vs. I can ask for and get paid what I need
3. I don’t like putting a price on my work vs. My work has value and I will be compensated accordingly
4. I have to give them what their asking for vs. I give myself what I need
5. I lower my prices even when the client doesn’t ask vs. I know when to walk away
In “A Complete Look at the Upcoming Year in Logo Trends: The Good the Bad and the WTF”, Bill Gardner lists several trends to look forward to this year:
– Lots of colors
– 70’s retro looks
– Clean, thick lines
During “In-House Powerhouse: How to Build and Manage an Empowered In-House Creative Team”, Stephen Gates highlighted that fact that companies that invest in design and creative resources perform better. Gates provided key tips for in-house teams to be more empowered, including:
– Demonstrate the creative team’s value to the company, beyond design work
– Understand the difference between creativity (how we solve a problem) and design (the visual expression of the solution). Creativity is a key strategic partner, design in a commodity.
– Think through your processes to make sure they are efficient and work with your team.
In the afternoon Spark session, “Shameless Self-Promotion”, Marta Stiglin gave two critical pieces of advice:
1. Excellence and talent are not enough – seize opportunities for yourself.
2. Know your audience to understand what the outcome of your actions will be
During the afternoon keynote, “Building Your Brand as a Creative Professional”, Dorie Clark provided some ways for creatives to assemble and promote their personal brand. One of her top tips was to take the time to understand the environment in which you do your best work and work to create that environment whenever possible.
In “The Story of Stitch – Gap’s Design System”, Ben Callahan led a discussion with leaders on Gap’s creative team describing the way Gap was able to build a creative system that helped their creative and marketing teams across all five brands collaborate better together.
In “Memorable Packaging”, Daniela Garza showcased some of the great work her agency has completed. Her session also focused on the importance of packaging, even in today’s digital-dominated market.
In “How Marketers Can Unlock Value and Drive Growth”, Dara Treseder listed three ways to make valuable campaigns:
1. Create something that is insightful and worthy of conversation
2. Use humor
3. Use data to inform the narrative of the campaign.
During “3 Business Trends Impacting Creative Teams”, Diane Domeyer provided 3 things creative teams of the future must be if they are to keep pace in today’s reality of accelerating technological change:
1. Break down siloes – everyone needs to be involved in planning and partnership
2. Be well rounded
3. Pursue new skills
In “Process Is a Boring Name for a Beautiful Thing”, Ian Greenleigh expanded on three valuable advantages that in-house teams have over external partners:
In “F*ck Design”, Joey Cofone up-ended traditional impressions of what “design” is and re-calibrated traditional thinking about what design is and the role it plays in our lives and businesses:
1. The design is the least of our worries, especially when starting a business.
2. The story is the heart, the design is the process.
3. Taking risks is the only way to grow, both in life and design.
In “Designing Emotion: How To Use Design To Move People”, Stefan Mumaw focused on the idea that creatives are not merely designers, but empaths by trade. The design is about crafting an emotional experience to create a true human-to-human connection.
In “We Make the Call: How Better Team Decision-Making Can Improve Design Quality”, David & Mary Sherwin provided a detailed decision-making approach in a product-driven design process. Defining key rituals to come to a group consensus for any product decision is the overall goal for any agile organization.
In the evening spark session with Tina Essmaker, “The Great Contentment”, Essmaker addressed how creatives can thrive in their lives and careers while still pursuing their side hustle. Essmaker stresses that the key to making it all work is to define your goals and stay focused on self-care. Remember, the hustle will always be there.
During the final keynote of the day, “Things I Learned from Ivan Chermayeff”, Sagi Haviv offered an alternative view of the traditional creative/client relationship: the client is not always right. Rather than blindly following each demand from the client, instead try to bring some alternatives to the table, informed by the client’s goals for the project and research into the target demographic.