2008 International Conference General Sessions

Wednesday, September 10

7:00-9:00 pm
McArthur 4-7
Presentation of 2008 IDSA Fellows, Educator Award and Young Educator of the Year Award Winners

Krista Webb Carney, IDSA, Coca-Cola Company

Surprising Authenticity: A paradox for design
In a world where everyone is always expecting the next new thing, how can design strategies create value and drive surprising innovation for iconic brands while ensuring the brand’s authenticity stays intact? Explore our design strategies for creating value and maintaining the heritage and authenticity of Coca-Cola while staying relevant to and delighting consumers around the world. It’s a comprehensive view of Coca-Cola Brand Design with every touch point choreographed around the consumer experience. Coca-Cola is in the midst of what some might call a design revolution—a focused vision to ensure we leverage design to create value for our brands, improve people’s lives and develop a more sustainable future. The strategy is working; Coke took home its first Gold Lion for Design this year at Cannes and has won other prestigious awards throughout the year.

Joel Kashuba, Procter and Gamble

Thursday, September 11

9:30 am-12:30 pm
McArthur 4-7
Presentations from candidates for IDSA President
Bruce Nussbaum, H/IDSA, BusinessWeek
Marti Barletta, TrendSight Group
"The Femme Den"—Erica Eden, Whitney Hopkins, Yvonne Lin and Gina Reimann, Smart Design
Bryan Nesbitt, General Motors North America
Ruth Lande Shuman, Publicolor
Kasey Jarvis, Nike

Emily Pilloton, Project H
Emily Pilloton, founder of Project H Design, believes that industrial design is a tool for global life improvement and a vehicle for individual, community and economic empowerment. She will discuss strategies and tactics to reorient traditionally consumer-driven product design toward a more generative and socially-productive industry. Building off of tactics outlined in her recently-published "(Anti)Manifesto: A Call-To-Action for Humanitarian Product Design," Emily will make both the humanitarian and business case for design that improves life, addresses basic human needs, and solves personal and urgent problems in efficient and graceful ways. Using examples from a range of countries, scales, economies and fields of expertise, she will challenge you to work as an activist rather than an aesthetician, to redefine the nature of the client relationship, and shift values and business practices to maximize social impact.

Shane Meeker, Procter and Gamble
Power of Story Sneak Peek
This presentation deals with understanding, explaining and leveraging how the greatest myths, fairytales, movies and "lifestyle brands" all use the same basic and ancient principles of storytelling. Some of the specific topics we will discuss are: What is a basic story structure and why is it called the "Hero's Journey"? How can the principles of Story help with setting up a holistic experience? How can you use movie character development principles for consumer target inspiration? What is it about a fairy tale like Cinderella that makes it so memorable and how a lot companies use it whether they realize it or not? What is the role of a "Mentor" character in a Brand? and lastly, how can you use the idea of story in your day-to-day?

Friday, September 12

9:30 am-12:30 pm
McArthur 4-7
Presentations from candidates for IDSA President-Elect
Prasad Boradkar, IDSA, Arizona State University
Xin Xiangyang, I/IDSA, Hong Kong Polytechnic University
Lorraine Justice, FIDSA, Hong Kong Polytechnic University

Ares Marasligiller, IDSA and Valerie Jacobs, LPK

The Future Now: What's Next for Your Brand, Product and Consumer
Will you speak to your consumer tomorrow the same way you talk to them today? Do you know the right places to look for the right answers? Are your current and future brand strategies on polar opposites? Do you have a clear vision for tomorrow? With an integrated brand vision you can deliver distinctive, memorable and unexpected experiences to your audience and prepare for the future. This session will inspire and educate attendees by showcasing inspiring methods on how to peek into your brand’s future and develop tools to get your business aligned with the drivers of innovation.

J. Ryan Eder, IDSA, Priority Designs

Chris Kasabach, BodyMedia, Inc.

Be Cause
You're about to press the button that will launch a million new products. They will grease, nay, recreate the very wheel of your industry. They're useful, usable and desirable. You're excited, acknowledged and a little reflective. Was that the best use of a year (or three)? You estimate the resources used on the project and realize for the same amount you could have probably immunized the Congo—or at least developed an innovative healthcare kit to do it. As designers, we have carried the words of innovation and change through the halls of industry, past gnawing skeptics and into the hands of eager customers. And we have often asked, what cause was served? This talk is about how we answer that question. It is about social innovation and bridging the gap between the seemingly opposing forces of customers and causes.

Saturday, September 13

2:00-4:00 pm
McArthur 4-7
Presentations from candidates for IDSA Secretary/Treasurer

John Menuier

David Allendorph, Navistar Global Industrial Design Group
Dave will lead the audience through the “back story” behind the birth of the new International LoneStar highway tractor that debuted at the 2008 Chicago Auto Show and stole the show at the Mid-America Trucking Show in Louisville this past March. Dave will explain the process, the pains and the joy of being a corporate designer in a Fortune 500 company and how his team worked with the executives, engineers, dealers and a small cross-functional core team to create and deliver an exciting and game-changing truck in an industry rife with economic issues and formative competition...Everything we own is shipped in a truck at some point in its life cycle. Trucks drive and are greatly impacted by the economy, and Navistar is at the forefront of technology in hybridization and aerodynamics.

Jonathan Cagan, IDSA, Carnegie Mellon University

Richard Simonetta, Valley Metro Rail, Inc.
METRO light rail is a 20-mile system that connects the cities of Phoenix, Tempe and Mesa. The in-road system will have 28 stations, eight park-and-ride facilities and 50 trains. Trains will operate 20 hours a day, every day of the week, stopping at stations every 10 minutes during daytime hours. Sharing the same fare structure as the Valley’s bus service, fares are very reasonable beginning at $1.25 for a single ride. METRO vehicles are currently testing on Valley roadways and will continue to up until our Grand Opening weekend of December 27–28, 2008; official passenger service begins December 29.

Steen Strand, ICON Aircraft
Richard Earl