Deep Dive: Design Language Schedule
January 29, 2026
Virtual Event
Thursday, January 29
Keynote: The Power of Design to Move Brands Forward
11:00-11:30 am EST
Paul Hatch, FIDSA | ID, UX, AR, VR and IP Expert
Session Description
Start the day with Paul Hatch, on how design language—grounded in psychology—can do more than just signal value; it can lift the entire brand, building trust, loyalty, and even love. Leave ready to create brand languages with bigger ambition.
Break
11:30-11:35 am EST
Case Study 1: Visual Brand Strategy in Action
11:35 am – 12:10 pm EST
Spencer Dodge | Design Leader & UX/ID Consultant
Session Description
How does a brand’s essence take shape through form, proportion, and detail? Spencer Dodge presents a case study illustrating how intentional visual brand strategy aligns cross-functional teams and strengthens brand equity. Learn how a cohesive visual system can create instant recognition and enduring emotional connection.
Workshop 1: Building the VBL Foundation
12:10-1:25 pm EST
Paul Hatch, FIDSA | ID, UX, AR, VR and IP Expert
Session Description
Every strong VBL system begins with a well-structured framework. In this interactive workshop, participants will learn how to select the right model and connect brand personality traits to design attributes. Guided exercises will help you begin translating brand essence into tangible visual expressions.
Lunch Break
1:25-1:55 pm EST
Case Study 2: Building a Transformative Design Language
1:55-2:30 pm EST
Nichole Rouillac | level
Session Description
Join Nichole Rouillac for a deep dive into the art and strategy behind building a design language that not only transforms a product but builds an entire brand ecosystem. In this session, Nichole reveals her creative process for shaping a unified visual system, and shows how a compelling design language can unlock innovation, elevate usability, and strengthen brand identity.
You’ll learn how to frame the power of design language in ways that resonate with clients, inspiring them to embrace a cohesive vision that propels products forward.
Workshop 2: Systematic VBL Execution
2:30-3:45 pm EST
Isis Shiffer | Spitfire Industry LLC
Session Description
Turn principles into practice. This workshop focuses on how to operationalize your design language—defining tactics, governance models, and toolkits for scalable execution. Participants will leave with actionable frameworks to bring consistency and confidence to their organization’s product design pipeline.
Break
3:45-3:50 pm EST
Panel Discussion: The Future of Visual Brand Language
3:50-4:25 pm EST
Paul Hatch | ID, UX, AR, VR and IP Expert
Spencer Dodge | Design Leader & UX/ID Consultant
Nichole Rouillac | level
Isis Shiffer | Spitfire Industry LLC
Session Description
Moderated by the event committee, this engaging panel explores the evolving intersection of design, brand strategy, and technology. From AI-assisted workflows to brand-centric collaboration, speakers share forward-looking perspectives on the next evolution of VBL systems.
Closing Thoughts: Key Takeaways and Next Steps
4:25-4:40 pm EST
Jayson Simeon | Adaptitude
Kyle Ellison | Trailside Creative, LLC
Emilie Williams | Hydrific by LIXIL
Per Magnus Skold | Mako Design + Invent
Session Description
End the day with closing reflections and practical takeaways from the event committee. Learn how to integrate VBL thinking into your own design process—and continue building brand-authentic design systems that resonate across every touchpoint.
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