IDSA International Design Conference 2017 | Schedule

Wednesday, Aug. 16, 2017

4:00 – 9:00pm Registration Open
5:00 – 6:00pm Design Gallery Open
8:30am – 5:00pm IDSA/Eastman Innovation Lab Symposium 2017
6:00 – 6:30pm Welcome | Jeevak Badve, IDSA, Sundberg-Ferar
6:30 – 8:00pm Making the Impossible, Possible: Disney’s Approach

Disney’s theme parks, resorts and cruise ships are highly tactile environments, where thousands of people from around the world interface with hundreds of unique objects every day. Ensuring each of these elements is safe, functional and resilient—while also being impeccably themed and seamlessly integrated into a story—is challenging.

Whether it’s making mountains float or creating a “living, breathing” ride vehicle, it takes strong collaborations across the global creative, design and construction group known as Walt Disney Imagineering—along with operational leadership at Disney’s destinations—to make the impossible, possible. These highly skilled teams represent dozens of disciplines that come together to create immersive experiences that inspire emotional connections with guests around the globe.

Join Bob Weis, president, Walt Disney Imagineering, and Andrew Bolstein, vice president of operations, Shanghai Disney Resort, as they share how these critical partnerships work and the significant role industrial design plays in their success.

Keynote | Bob Weis and Andrew Bolstein, Walt Disney Imagineering

8:00 – 9:30pm Opening Reception | Design Gallery

Thursday, Aug. 17, 2017

8:00am – 5:00pm Registration Open
10:00am – 5:00pm Design Gallery Open
9:00 – 9:30am

The Dichotomy of Design and Business

Despite the fact design thinking and its disciplines have garnered much credibility and respect in recent years, the actual financial decisions and priorities are often based on intuition and marketing.  Make no mistake about it, design principles play as great a part as ever with respect to innovation and new product development, but substantial work must go in before the name goes on.   While team members may agree in principle that the design process is dynamic and non-linear, the real challenge occurs in the execution phase.  In fact, there may be as much creativity in clearly communicating and gathering buy-in for the true value of the product, as there is in the design of the product/service itself.  It is paramount for design process to be implemented internally as well as externally if the concept is to survive the onslaught it will face moving forward…

Speaker: Chris Kaye, IDSA, US Endoscopy

9:30 – 10:00am

Shaping More Than Form: The Broad Influence of ID
Industrial design combines intuition, artistry and empathy with pragmatism, strategy and problem solving.  Applying creative ingenuity to tangible solutions is what makes us unique, which is why industry is recognizing the broader value design can have on an organization.

Today’s designers can fundamentally shape internal methodologies, influence an organization’s growth and have a wider business influence. Through industry and personal examples, Peter Michaelian, head of design at Dolby Laboratories, aims to inspire ways in which we can have broad impact—while asking—“By doing so, are we trading off skills core to industrial design?”

Speaker: Peter Michaelian, Dolby Laboratories

10:00 – 10:30am

We can make anything. What will we make?
We’re a creative species. It’s what has kept us alive and allowed us to invent some pretty amazing things. We’ve also created a pretty complex world with complex demands. The need for design—especially design that emphasizes the humane—is unprecedented. Setting his perspective in historical and contemporary contexts, Etsy's former VP of Design Randy Hunt will look at the modern designer’s opportunity and responsibility.

Speaker: Randy Hunt, Formerly of Etsy

10:30 – 11:00am Coffee Break | Design Gallery
11:00 – 11:30am

Contemporary Nostalgia: Rebranding one of the World's Most Iconic Brands

With a global reach of more than 200 markets, Coca-Cola is launching its largest campaign. One Brand is a global marketing strategy that—for the first time ever—unites all Coca-Cola brands under the iconic brand positioning in one global creative campaign, “Taste the Feeling.”

The packaging leverages its iconic red color across all variants. The creative work represents universal storytelling and authentic, everyday moments with a Coke at the center. James Sommerville, VP of global design, led both the packaging and visual identity system, along with the photography campaign language. He will share insights and the strategy of creating such a huge campaign—and his vision of depicting “contemporary nostalgia” for one of the world’s most iconic brands.

Speaker: James Sommerville, Coca-Cola

11:30am – 12:00pm

The Best Way for Design to Become an Internal Force is not to Force It

Nate Young of Newell Brands will discuss his personal journey in entrepreneurial, academic and corporate environments—where the desire to have design become a primary voice has been paramount to success. From startup to corporate, it’s a story of conventional design wisdom which needs to be reconsidered.

Young will demonstrate a new kind of success in which design is a partner—not a competitor—and a demonstrator rather than a talker. Design is a powerful force, if employed with the same creativity our products demand. Leaders expect it.

Speaker: Nate Young, Newell Brands

12:00 – 12:30pm

Designing Products that Inspire: Airstream’s Approach to Product Design in a Competitive Industry

Eighty-plus years after the first aluminum travel trailer rolled off the assembly line, Airstream is still thriving. Airstream VP of Marketing Mollie Hansen provides an inside look at how design, artisan craftsmanship and storytelling combine to make the company’s product an object of desire—both in its traditional market and with a new generation of outdoor enthusiasts.

Learn how the company has successfully translated distinctive design language to create smaller, lighter models that meet the expectations and needs of today’s consumer, and get a glimpse into how Airstream sees its role in the age of autonomous vehicles. Hansen will detail the powerful messaging and community-building programs that have that positioned Airstream as more than campers into vehicles that inspire their owners on to adventure, freedom and fellowship.

Speaker: Mollie Hansen, Airstream, Inc.

12:30 – 2:00pm Lunch | Design Gallery
1:00 – 4:00pm Career Center
2:00 – 4:00pm Rapid Fire Sessions (8 min talks)
  Brian Roderman, FIDSA, In2 Innovation  

Seth GaleWyrick, Bressler Group


Jennifer Peavey, IDSA, Eastman Chemical Company

  Evan MacDonald, Freefly Systems   
  Tsai Lu Liu, IDSA, & Shea McManus, North Carolina University  
  Liam Hawry, Studio One Eleven  
  Lisa Marks, IDSA, Berea College  
  Kevin Young, IDSA, Continuum  
4:00 – 5:00pm Coffee Break | Design Gallery
5:00 – 6:00pm Panel | Business of Corporate Design Studios
 Jeevak Badve, IDSA, Sundberg-Ferar

Design drives business. Many, if not all, of the most innovative companies that are successful—have invested in their own design studios. But how do you run an internal design studio in alignment with the business goals of the company? Jeevak Badve, IDSA, moderates a panel—featuring David Dombrowski, IDSA, of Pfizer Consumer Healthcare; Marc Hottenroth, IDSA, of GE Appliances; Steve Hyma, IDSA of Milwaukee Tool; Rajat Shail of Honeywell; and John Suh of Hyundai Ventures—on the fundamentals of how these studios are formulated and stay in sync with corporate business logic and strategy.

What are their expected accomplishments and the challenges they face today and in the future? How do they operate in the local market and globally? How do they plan for sustainable growth strategy based on design? How is the typical day-to-day in a corporate design studio?

6:30pm – 12:00am Meet Up | Atlanta BeltLine

Friday, August 18, 2017

8:00am – 5:00pm Registration Open
10:00am – 5:00pm Design Gallery Open
9:00 – 9:30am

The Business of Feelings
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

In today's increasingly complex world, consumers are looking for meaning in materialism. Julia Burke of Whirlpool finds that design can't just be about how we do things, but why we do them. How do we build an emotional journey from beginning to end?

Speaker: Julia Burke, IDSA, Whirlpool

9:30 – 10:00am
Putting People at the Center of Healthcare
Healthcare costs are out of control. In a world where chronic disease management accounts for 70 percent of all healthcare costs—and five percent of the sickest patients account for 50 percent of the costs—we spend too much of our resources on fixing things after they’ve gone wrong.
It is time to look beyond sick care and take a holistic, people-centered approach to health. The healthcare industry is in the midst of a digital transformation. Chief Design Officer Sean Carney will show how Philips is using design thinking to put people, patients, their families and the clinicians who provide their care—at the center of care.

Speaker: Sean Carney, Philips

10:00 – 10:30am

Design for Business Impact

With a balance of observation and wit, Joel Kashuba of Fifth Third Bank will walk attendees through an experienced take on the state of design within corporations, its intended and unintended impacts and what the future may hold.

Speaker: Joel Kashuba, Fifth Third Bank

10:30 – 11:00am Coffee Break | Design Gallery
11:00 – 11:30am IDSA Year in Review
11:30am – 12:30pm IDSA Awards
12:30 – 2:00pm Lunch | Design Gallery
2:00 – 4:00pm Rapid Fire Sessions (8 min talks)
  Qin LI, IDSA, fuseproject  
  Marlisa Kopenski, Design Concepts  
  Max Burton, IDSA, MATTER   
  Florian Vollmer, InReality   
  Ann Marie Conrado, IDSA, Notre Dame  
  Stephen Wilcox, FIDSA, Design Science  
  Nahla Osman, Huge  
  Ti Chang, IDSA, Crave  
4:00 – 5:00pm Coffee Break | Design Gallery
5:00 – 6:00pm Panel | Business of Design Consultancy Studios
Jeevak Badve, IDSA, Sundberg-Ferar

Understand the crucial role of design consultancy studios as Jeevak Badve, IDSA, moderates a panel featuring Qin LI, IDSA, of fuseproject; Scott Clear of RKS Design; Laura Robin of Designworks-A BMW Group Company; David Thimm, IDSA, of Sundberg-Ferar; and Carrie Vincent of frog design. They’ll tackle:

  • What is the reason for the very existence of independent design studios since the birth of the ID profession?
  • How and in what capacity do the clients leverage the potential of these external studios?
  • How do these studios handle the very business of design and what are some of their evolving challenges?
  • What are the unique and compelling benefits offered by design consultancies?
  • How does one conduct the day-to-day business of running a profitable design studio?

What are the various models to seek and cater to the needs, wants and desires of the corporate and budding startup world?

6:30 – 10:30pm Studio Open Houses 

Saturday, August 19, 2017

8:00am – 2:00pm Registration Open
10:00am – 2:00pm Design Gallery Open
9:00 – 9:30am

Design and Creativity Inspired by Kids
Kids are the ultimate dreamers and creators—the embodiment of creativity—because they think anything is possible. They are unrestrained by fear and use their imaginations to solve problems adults simply can’t. That's why Ryan Ringholz, founder and chief designer of PLAE, looks to kids for inspiration to build a next-gen lifestyle brand focused on fun, creativity and design.

Ringholz will share power of being serious about fun; the impact that tapping into your inner child has on creativity and design; and how he’s used this philosophy to build an emerging global lifestyle brand.

Speaker: Ryan Ringholz, PLAE

9:30 – 10:00am

The Art and Science of Play

Fisher-Price takes pride in being a leader and innovator, creating products that reflect the culture of the times. For more than 86 years, Fisher-Price has been designing play experiences that teach, captivate and delight—as well as provide parents with solutions to make their lives easier.

Over the decades, this design and development has been influenced by changing needs in society, technology and tastes. Mark Zeller, senior VP of global brands creative, shares the work behind the play and the desire to design for the needs of families—today and tomorrow.

Speaker: Mark Zeller, IDSA, Fisher-Price

10:00 – 10:30am

Designing for (the business of) PLAY
A huge part of what we have learned, we learned through play. Critical thinking. Creative problem solving, collaboration, compassion, too. These attributes are of basic importance to the development of every child. Play designers, create products with this in mind.

At the same time, we find that many times these same attributes are absent around the board table. As a designer, and now VP of global innovation for the world’s largest manufacturer of play equipment, PlayPower, Michael Laris, IDSA, will share the importance of bringing the skills we learned in play, and developed as designers, to board members who sometimes have forgotten lessons learned on the playground.

Speaker: Michael Laris, IDSA, PlayPower

10:30 – 11:00am Coffee Break | Design Gallery
11:00 – 11:30am

Innovate the Impossible

TEDx speaker Michael Mode, president of Big Lightbulb, Inc. will talk about the fascinating relationship between magic and innovation by showcasing significant inventions by magicians throughout history.

The audience will be entertained, learning how to use a magic mindset to think differently and solve what may have seemed like impossible challenges in the past.

Speaker: Michael Mode, Big Lightbulb, Inc.

11:30am – 12:00pm

Growing Businesses through Design

Design is the single biggest contributor to the growth of Kids II—a privately held, infant product and toy company based in Atlanta.  Kids II is a global player in the juvenile products industry stemming from innovation and product solutions that resonate with new parents.   

Deftly focused on meeting the expectations of consumers to develop solutions that are meaningful and differentiated has allowed for ongoing and sustainable growth for the organization. Steve Burns discusses how he and his team derive outcomes that meet the expectations of customers and consumers—and how that focus has contributed to the success of Kids II.

Speaker: Steve Burns, Kids II

12:00 – 12:30pm

Adaptation Artistry: Designed to Thrive

Humans rule the land. Birds rule the sky. We may share the same space but we live in completely different realms. With millions of years of evolution and adaptations with specialized tools—birds of prey hone their skills to near perfection with everything about them tailored to survive and thrive.

Join Michigan Avian Experience’s Francie Krawcke for an in-person look at these magnificent predators on the stage. From a charismatic falcon to an enchanting owl and the commanding bald eagle, the ambassador birds are sure to leave you inspired with a better understanding of this immensely creative natural world of wonder.

Speaker: Francie Krawcke, Michigan Avian Experience 

12:30 – 1:30pm Lunch | Design Gallery
1:30 – 2:30pm Panel | Future of ID Studios and ID Education
 Kevin Shankwiler, IDSA, Georgia Institute of Technology

Assuming the start of Bauhaus was by Walter Gropius in 1919, industrial design is barely 100 years young. But we have come a long way with a plethora of illustrious achievements as an overall discipline. From the works of Raymond Loewy, FIDSA, to Dieter Rams—follow the thread of how designers strive to make this world better and more beautiful.

Many companies have embraced design and given it a seat on the board. Young inventors are now thinking in parallel—not just about the mechanics but the entire arc of the emotional landscape. What will the world be like in two or three decades for an industrial designer?

Kevin Shankwiler, IDSA, Georgia Tech senior lecturer, moderates a panel including Michelle Berryman, FIDSA, of Liquid Hub; Julia Kemp of Harvard Business School; Owen Foster, IDSA, of SHiFT Design Camp and Aether Learning; Professor Byeong C. Hwang, PhD, of Savannah College of Art and Design; and He Renke, dean of Hunan University’s School of Design. How can we bring those needs back to today and start those curriculums and courses to carve a new educational perspective and better mold ID students for the future?

2:30 – 3:00pm Closing Remarks | Jeevak Badve, IDSA, Sundberg-Ferar
6:30 – 8:00pm IDEA Ceremony | Woodruff Arts Center
8:00 – 9:30pm Closing Gala | Woodruff Arts Center