In-House Creatives and Marketers Connect in Boston

We’re heading to Boston next week for HOW Design Live, April 30 to May 3. If you haven’t registered yet, there’s still time—time to take advantage of a dynamic line-up of speakers with deep experience with in-house creative, marketing, branding and more. 

Here’s a preview of some of the sessions we have scheduled this year:

● In The Story of Stitch: Gap’s Design System, Ben Callahan of Sparkbox along with Teresa Aguilera and Nicole Torgersen of Gap, Inc. will talk through the challenges Gap’s creative team faced to establish a system to unify the retailer’s brand in-store and online. It’s a familiar issue to many in-house shops: creating a visual brand identity that integrates across platforms while gaining buy-in from corporate users and stakeholders.

● As part of our Dieline Conference program, Sem Devillart, a cultural analyst and strategist at Harmony Labs, will present Branding in an Age of Information War. How do designers and marketers operate in our current media environment, where bots, fakery and misinformation have bedeviled brands, publishers and public features? Using recent case studies, Devillart will explain where our media systems are headed and why it matters to brands. She’ll also share how communicators are leveraging social media to listen to audiences more closely and gain insight into our changing culture.

● In another Dieline Conference session, How to Future-Proof Your Packaging Design Pipeline, Benny Lee of The Coca-Cola Company and Chantel Benson of Adobe will explain how the Coca-Cola design team is using 3D technology to improve their creative concepts, gain approvals and streamline processes.

● On the HOW Marketing Live agenda, Michael Solomon of St. Joseph’s University’s Haub School of Business will spotlight a revolution in design thinking that is capturing the attention of even the most jaded customers. The shift? Putting yourself in the customer’s position to understand their needs. Solomon will share practical strategies and insights in Walk a Mile In Your Customer’s Shoes: Designing for the Attention Economy.

These are just a few of the sessions you’ll experience at this year’s HOW Design Live on April 30 through May 3 in Boston. It’s a can’t-miss professional development, career enhancement, community building event and we are looking forward to seeing you there!

We invite our friends at IHAF to take advantage of 10% off the current ticket price when you register using code “IHAF”—that’s a savings of up $300, but only if you register by April 29. See you in Beantown!

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