shelves of America’s supermarkets and drug stores are cluttered with
bland design. But if Christine Mau had anything to do with it, things
In fact, Mau does have a lot of influence over our shopping experience:
As the associate director of packaging graphics at Kimberly-Clark,
she is in a position to re-envision the way many basic consumer goods
are purveyed–and she has taken full advantage of that opportunity.
Under her direction, the Kleenex box has become a personalized thing of
fun and beauty, an object of décor rather than just a receptacle for a
hygiene product. In this talk, she will explain how she’s been able to
create breakthrough work at one of this country’s largest
companies–and why it pays to think way outside the (tissue) box.
Christine talks about:
• Identifying the greatest risk: Is it doing the expected or doing the unexpected?
• How to move away from category norms, and break the rules–with a purpose.
• Why some brands’ packaging has helped them retain value as others risk extinction.
• A simple equation for designing with a sense of relevancy, without forgetting the business objective.
• What are the five periods in modern branding history?
• How human evolution and population trends are linked with branding.
• How the pack mentality affects the choices made by consumers.
• How technology has changed the way we interact with each other and with brands.
• What it takes for modern brands to stand out in a crowded marketplace.
• How branding connects with our basic instincts.
What makes a brand stand out? Is there some magic that turns a simple
script logo for a soda into the international graphic icon that is
Coca-Cola, or makes us salivate over the latest product from Apple?
If anyone understands how brands work, and how they shape our culture, it’s Print‘s packaging columnist Debbie Millman. A guru of the branding world (her most recent book, Look Both Ways,
hits shelves this fall) Millman is a partner and president of the
Design division at Sterling Brands, where she has lead the redesign of
Celestial Seasonings, Tropicana, and many other brands deeply familiar
to every consumer.
she takes a keen look at the influence branding has on our everyday
lives, from branding ourselves and the world around us to the role
branding plays in the products we buy and the way we live. Debbie
Millman knows what makes brands tick—don’t miss this chance to hear her insights, and get direct answers to your questions from a master of the business!
Steve Heller will draw from his phenomenal career as one of this century’s top art directors (33 years at The New York Times!)
and share his tips for effective working approaches and client
relationships. The highs, the lows, the mistranslations, the
alchemy—he’s seen it all. There’s no better source of design wisdom
alive today, as readers of The Daily Heller blog—and Heller’s more than
100 books—know so well.
In the words of legendary designer Paula Scher, “Steven
Heller has immortalized our graphic past and made coherence of our
present.” Who better to debut Print‘s webinar series—and tell
stories of collaborations that worked like a charm—than Heller? This is
a talk you won’t want to miss!
You’ll find out:
• When to worry about the client who says “I’m actually a designer by training”
• Why illustration and illustrators can save the day
• What it means to collaborate and is there really ever creative equality
• What is creative freedom
• How to talk to an illustrator, so as not to sound too authoritarian
• How to get the best out of a creative relationship
• When is an art director just a lackey and how to break the chains