By: Caitlin Dover | July 20, 2009
All of our webcasts are recorded and available for purchase. Please click on a title in order to purchase that webcast in our store.
May 29, 2009
The Brave Zig While the Rest Zag
A Packaging Perspective on Creating Stand-Out Work
The shelves of America’s supermarkets and drug stores are cluttered with bland design. But if Christine Mau had anything to do with it, things would change.
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. • How to remain tenacious when clients don’t immediately jump on board for a new idea.
April 30, 2009
• 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.
In this live presentation, 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!
March 10, 2009
Designer + Client: Steve Heller’s Success Stories
Compromise doesn’t have to be a dirty word. In a talk that’s sure to inform, enlighten, and amuse, 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