HOW Design Live is known for saying “Your need the big ticket in your life,” and mid-way through Day 1 of this year’s whirlwind of a conference, I’m beginning to see why. From riveting speakers and out-of-the-box sessions to a seriously impressive exhibit hall, HOW has yet to disappoint.
For me, one of the big takeaways so far has been the emphasis on evolution and adaptability—regardless of your organization or creative profession.
We started off the day with a totally engrossing presentation on what Coca-Cola’s legendary design team has learned from the Beatles over the years. The Beatles were known for constantly experimenting and reinventing themselves. And according to Jason Sommerville, VP of Global Design, that’s been one Coca-Cola’s major keys to success, too.
“The lesson of always evolving from the original script applies to business of all kinds,” said Jason, as he scrolled through decades of Coca-Cola’s endlessly impressive design.
This idea of constant evolution came up again in Shalin Amin, Director of Design, Product, and Brand at Uber’s session on rebranding. Sure, Uber has become a household name in the past two or three years, but the organization prides itself on innovation. Re-imaging their aesthetic is about more than capturing the right graphics or typography—it’s about telling their brand’s story, and delivering on their brand’s promise.
Of course, openness to adaptability is important for more than just designers. One of the most talked-about sessions so far was about mastering workflow processes in an internal creative department. Amanda Froehlich, Manager of Creative Operations at Saint-Gobain Corporation, knows first-hand that real change can’t be made to a process that isn’t working without first embracing the idea of evolution.
After investing significant time, energy, and resources in to mapping a workflow that actually worked, Amanda and her team were off and running. But before long, the demands of their internal clients increased—the team was being asked to produce a greater volume of work than ever before, without compromising quality or budget. Suddenly, the same bottlenecks that had plagued them before they’d optimized their process were back again. The reason? Their workflow needed revisiting.
“The industry is changing so fast, you need to make sure your workflow can evolve at the same speed,” says Amanda.
She urged the audience to make time to revisit their processes on a regular basis, to analyze what needs refining and ensure the process matches the work.
“Your workflow process is a living, breathing thing,” Amanda said. “The most important thing it to make sure it’s timely, relevant, and adaptable.”
What do you think of HOW Design Live so far? Tweet me @EllieBaldini, and don’t forget to stop by the inMotionNow booth and tune in to @inMotionNow for even more HOW Design Live updates!
Ellie Baldini is the Content Marketing Manager at inMotionNow. Having been a member of several creative teams herself, Ellie knows the challenges of inefficient workflows. Ellie draws on her experience to connect creatives and marketers with the benefits of inMotion, so more teams can get back to doing the work they love.