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Gain Conference 2004
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James Ales
Art director, Monterey Bay Aquarium

Non-profit Profits
Jim Ales demonstrates how supporting a dynamic organization with an energetic and intelligent visual brand can generate a profitable response. The non-profit Monterey Bay Aquarium generates 35 percent of its annual operating budget of $41 million through fund raising and membership revenues. Working with limited budgets, the Aquarium takes an engaging approach to achieve its campaign goals. Ales will illustrate how "reinvesting" the brand throughout all the Aquarium's varied programs helps promote enthusiastic and consistent support from a diverse audience.

David C. Baker
Principal, ReCourses, Inc.

Forget Business Embracing Design: Let's Start with Design Embracing Business
This pre-conference seminar will address the following issues: Everybody in design is on a bus going somewhere, but where’s it going and how quickly will it arrive? Squeezed by economics, competition from related disciplines and years of unclear thinking, the design world is reluctantly stripping itself down and rebuilding a more relevant, unbundled and effective discipline that matters to those who pay the bills and those who do the work. What does business want? What do designers want? Can the existing relationship move beyond reluctant acceptance, or will each move even closer toward being a necessary evil to the other?

Barbara Barry
Barbara Barry Incorporated, Los Angeles

Introduced by Michael Vanderbyl
Vanderbyl Design, San Francisco

The power of collaboration, (exquisite) design and commerce
Barbara Barry’s philosophy is based on simplicity and ease. She lives unabashedly for beauty and finds it a powerful and healing force. The natural world is her largest inspiration, as she feels nature mirrors the perfection in us and brings into our lives a sense of order and calm. Barry wants to honor our daily acts of living and reveal design as a backdrop or platform on which our lives can take place. She wants to awaken the senses so that we can better appreciate all that surrounds us and not always be left wanting more. Barry strives to create classic rooms and timeless products that are relevant for today but will stand the test of time. To do so means to design with simplicity in mind, to reduce things to their essence, to understand the humble and to recognize that not one thing stands alone but is part of a larger whole. These beliefs are the foundation for all that Barry does.

David Brancaccio
Co-host, "NOW with Bill Moyers"

David Brancaccio is an award-winning broadcaster with 27 years of experience. He currently works with Bill Moyers on PBS's weekly public affairs series, "NOW with Bill Moyers," sharing hosting duties with Moyers, conducting interviews, and reporting on special assignments in the field as a correspondent. In late summer, 2003, Brancaccio left his role as host and senior editor of public radio's national daily business program "Marketplace" after thirteen years. During his tenure at "Marketplace," the series tripled its audience and received the DuPont-Columbia Award in 1998, and the George Foster Peabody Award in 2001. His print work has appeared in such periodicals as the Wall Street Journal and Psychology Today. He is also author of the book Squandering Aimlessly, an account of his pilgrimage across the country talking with Americans about wealth and values. This will be Brancaccio's second time as moderator at AIGA's Business and Design conference.

Brian Collins
Executive creative director, Brand Integration Group, Ogilvy & Mather

Designing the brand experience
Brian Collins leads a team of designers, architects, writers, filmmakers and artists at Ogilvy working with some the world’s best known brands, including IBM, American Express, Coca-Cola, Motorola, Dove, Hershey's and Kodak. Collins will review how his team uses intense collaborative design thinking, storytelling, happy accidents and courage as a model for revitalizing a brand's cultural relevance.

Jay Cross
President, New York Jets

Designing for customer loyalty
Is design really important in sports? Jay Cross believes it is but you have to do it below the radar. Fan loyalty is generational and ritualistic. They don’t always respond well to the complementary colors in their logo. Cross will reveal how design and sports intersect.

Minda Gralnek
Vice president, creative director, Target

Great design, everyday, for everyone
Target is a leader in trend merchandising and innovation. A key element of this leadership is Target's exclusive design partnerships. Minda Gralnek leads a team that sets Target apart from other discount retailers by bringing in new and exciting designers that offer unique and unexpected merchandise–a goal that truly lives up to Target's brand promise "Expect More. Pay Less." Target's designer strategy includes partnerships with notable designers including Isaac Mizrahi, Michael Graves, Mossimo, Liz Lange, Swell by Cynthia Rowley and Ilene Rosenzweig, and Sonia Kashuk.

Joshua Green
Senior editor, The Atlantic Monthly

Designing the political experience
Exactly one month before the 2004 presidental election, this presentation will provide an inside look at the hardball tactics of branding political candidates in the heat of a national campaign, particularly through televised political advertisements. The presentation will use examples of these ads to tackle questions such as, What makes a good political ad? What are the candidates trying to accomplish, both in terms of branding themselves and their opponents? And why, despite widespread public disgust at “negative campaigning” and “the politics of personal destruction,” do politicians persist in airing so many negative ads?

Christopher Hacker
Senior vice president, design and marketing, Aveda

Design expressing values, gaining share
Multidisciplinary design is fundamental to realizing the vision of Aveda, which is to connect beauty, environment and well-being. Chris Hacker has assembled and led a design team that has contributed to the vision while meeting market and profit imperatives. Design’s role in corporate positioning has been recognized by ceding marketing to the design vice president, while the corporate parent seeks lessons from the design-driven niche player.

Steven Heller
Co-chair, MFA design program, School of Visual Arts, New York

Designer as entrepreneur
Designers have the talent and skill to produce products that bring value to the marketplace. The big challenge is determining the exact nature of said value, and then finding the tools to marketing these wares to the proper audiences. This presentation will examine thesis work by four masters graduates from the School of Visual Arts "The Design As Author/Entrepreneur" MFA Design program. Each carved out a niche and has invented a product designed to appeal to that the respective market. In addition to exploring the process of creation and fabrication, this talk will deal with how these former students have attempted to bring their ideas to fruition, which will reveal the successes and failures of being a design entrepreneur.

Sir Paul Judge
Chairman, Royal Society of Arts

Design, commerce and society
The RSA was founded in 1754 and one of its first Fellows was Benjamin Franklin who joined in anticipation of his moving to London. The RSA has a unique tradition of bringing together design and business in a creative and mutually beneficial way.
Sir Paul will explore how design has changed society in the past and can now be used to support the challenging new program of work at the RSA which seeks to develop initiatives to address five critical societal challenges: Encouraging Enterprise, Working Towards a Zero Waste Society, Fostering Resilient Communities, Developing a Capable Population, Advancing Global Citizenship. He will examine, in particular, the unique contribution that design can make within a social context and will elaborate on this through examples which reflect the positive influence of Anglo-American creativity. His presentation will reinforce the role of design and will suggest ways in which design can play an important role in allowing public and private organizations to support and profit from desirable change.

Larry Keeley
Innovation strategist, The Doblin Group

Innovation Heats Up!
New discoveries about innovation effectiveness can help you find the future first For decades the design field has led the way in giving products, messages, services their sizzle. Design adds humanity, usability, charm, wit and no small amount of sex appeal. Business has finally figured this out. Now nearly every artifact, from toothbrushes to cars, soap to surgical operating rooms, is being designed better. Messages everywhere are carefully engineered for clarity and effectiveness. It should be a great time to be a designer. It isn’t. The technology that makes it easy to design something also makes it easier to produce something acceptable without a designer. The systems that designers have enthusiastically adopted to do great work have created new economic floors so that work is often priced at barely survivable levels. It doesn’t need to be this way. Doblin Inc. has worked for more than twenty years to perfect innovation methods that help find alternate futures. Larry Keeley has pioneered methods for diagnosing innovation and identifying unmet market needs and will now train those on the design field itself. This will be a serious way to think about alternate futures for design and designers and what they might mean for you.

Dr. Shirley Strum Kenny
President, SUNY Stony Brook

Milton Glaser
Milton Glaser Inc.

Reinventing Stony Brook
The presentation will be in the form of a conversation between Dr. Shirley Kenny and Milton Glaser about how to transform the spirit and environment of an educational institution through the use of design. More specifically, the presentation will address how to communicate the school’s aspirations and accomplishments in order to raise its profile, improve morale and attract better students. The issue is at the intersection of design, communication and strategy. Glaser and Kenny have worked together for over 15 years, first at Queens College and for the last 8 years at Stony Brook University. The process has involved the physical and architectural transformation of the campus as well as all long range planning involving promotion, advertising, and publications. The results have been dramatic.

Claudia Kotchka
Vice president, design innovation and strategy, P&G

Left Brain, Right Brain . . . New Brain
The changing expectations for designers in business
The opportunity for designers to transform business, change thinking and improve everyday life has never been greater. Design, once considered essential by only a few industries like Auto, Electronics and Fashion is now becoming important to everyday products and services. How can designers prepare themselves for this new landscape? Claudia will share key learnings from Procter & Gamble's effort to make design a core capability, impacting their broad range of consumer products world-wide. She will discuss potential implications for designers, design education and how business needs for design will change in the future.

Grace Lo
Assistant Director, design and marketing services, Gold Peak Industries

Designing a new lighting control business
As lifestyle and interior design requirements evolve over the years so do the product requirements of lighting controls. Clipsal has been producing electrical accessories in Australia since 1920 and has had a major presence in the China market for well over 20 years where the company has a clear and recognizable brand identity to most of its customer base. Fewer than four years ago, the company embarked on developing a new concept for a lighting control system. This presentation is the journey that Clipsal went through during the last few years in the development of this new sub brand, ULTI, from strategy and design to communication.

Monica Nassif
Founder, The Caldrea Company and Mrs. Meyer’s brand of household cleaning products

Sharon Werner
Werner Design Werks

Re-Designing Housekeeping: The Mr's Meyer's Story
Who said that keeping house had to be so mundane? Why can't the products you use for cleaning be just as marvelous as your shampoo or cosmetics? (When you think about it, you're only an arm's length away from your work, so cleaning should be like personal care products). That's why Mrs. Meyer's brand was created by Caldrea founder Monica Nassif. She selected designer Sharon Werner to build an authentic and authoritative household cleaning brand that was inspired by Monica's mother, Thelma Meyer. Together, they created an unforgettable, hip housekeeping brand that now flies off the shelves of Whole Foods, Container Store, and other national chains.

Ivy Ross with panelists from three design firms
Executive vice president of design and development, Old Navy

Open Doors, Future Floors
Designers are the visual actionaries of the future. As many of our systems and business models are breaking down, new opportunities are presenting themselves to those with their eyes wide open. Ivy Ross, who has been a guiding force in developing novel collaborative teams aimed at creative innovation, will create a co-laboratory conversation among some of these designers who are creating new models of developing and supporting their corporate clients. Her panelists are:
Jody Turner, principal of Culture of Future. Turner is an expert in connecting business to current culture. Her strong background in visual design and archaeology allow her to create ongoing presentations that are eye opening, engrossing, and ideating. Clients include Nike, Starbucks and IDEO.
Julie Koch-Beinke and Mark Koch, founders of Alternatives. Koch-Beinke and Koch have used graphic design as an entrepreneurial catalyst. Alternatives is goal oriented and takes an open-minded, organic and evolutionary approach to design which has led them to the formation of five non-graphic design businesses. Clients include Kiss My Face, Jeep and Snapple.
Scott Flora, founder of Blik. Blik surface graphics began as an experiment, an extension of the design work Flora was doing for others that at first was developed as a personal project and evolved into an entirely new design business. Through this new business, Blik has received tremendous global exposure. Clients include Design Within Reach, AOL Time Warner and Good Guys.

Paula Scher
Partner, Pentagram

The Politics of Graphic Design
Designers design because they want to make things. In order to make things they must necessarily collaborate with editors, publishers, retailers, architects, marketing executives and other business types. In other words PEOPLE; people who have some stake and therefore an important say in the design. Paula Scher will discuss the pitfalls of working with PEOPLE—fearful people, indecisive people, people in complicated corporate hierarchies, people with odd preconceived notions about what something should look like. Through a series of personal observations gleaned from 34 years of professional practice, Scher will explain how a designer can navigate themselves through the minefields of petty politics and explain to ordinary people how extraordinary design can be.

Patrick Whitney
Director, Institute of Design, Illinois Institute of Technology

Designing as strategy
Patrick Whitney will show methods that can help companies gain deeper understanding of user-experience and how companies can use this knowledge to create systems of innovations that help them compete. He will show how user-experience goes beyond ease-of-use and emotion, and show tools under development that can dramatically create faster, cheaper and deeper ways of understanding patterns of daily life. This is useful to companies that have increasing knowledge of technology and business models but decreasing knowledge of their customers. This causes the dilemma of a company knowing how to make anything but not being sure what to make. The methods shown by Whitney enable designers to participate earlier in the development process when the strategic decisions about what to do are being made.

Robert Wright
Visiting Fellow at Princeton Center for Human Values and author of Nonzero: The Logic of Human Destiny

Design and Branding in Cosmic Perspective
On this planet, the art of design goes back at least several billion years, to the time when natural selection started designing life forms. Since then, life has risen to higher and higher levels of complexity and organization—one-celled organisms, multi-celled organisms, societies of multi-celled organisms. One species of multi-celled organism—us—has carried organization to an especially high level: modern, globalized society. At all of these levels of organization, from bacterium to global economy, the cohesion of the system depends on communication, on the effective use of symbolic information. In this regard, what role can “branding” play in world affairs? How do political actors—presidents, nations, terrorists—“brand” themselves, and what are the consequence of different branding choices? How does the resulting political environment influence the way companies will choose to brand themselves in the future? And might these private-sector branding choices in turn influence world affairs? Finally, what does this cosmic perspective on our moment in history say about “design” in deeper senses? Is the universe a product of divine design, imbued with higher purpose? In any event, can adopting this cosmic perspective imbue our individual lives with a sense of purpose?