Gain: AIGA Business and Design Conference (Gain)

Venue: Hyatt Regency Minneapolis

Location: Minneapolis, Minnesota, United States

Event Date/Time: Oct 25, 2002 End Date/Time: Oct 27, 2002
Early Registration Date: Oct 01, 2002
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At “Gain,” AIGA’s fifth biennial business and design conference, presentations will focus on practical, actionable examples in which designer-client collaborations have developed innovative strategies that have successfully confronted the new economic challenges. As design solutions are playing an increasingly important role as businesses, designers, communication strategists and clients rely on them to position themselves against competitors. “Gain” will emphasize design solutions that go “beyond branding” and will focus on the economic value that these fresh approaches can bring to business in a new economy. The conference will be held in Minneapolis, Friday, October 25 through Sunday, October 27, 2002.
The conference is going to be comprised of mostly main stage presentations with three breakout sessions on Saturday afternoon (one on experience design, brand design, and design education). The presentations will comprise mostly of new modes of strategic designer-client collaborations. Here are some of the presentation topics:

David Brancaccio, celebrated host of public radio’s “Marketplace,” will moderate, engaging the audience, challenging speakers and placing the entire conference in the context of today’s business world.

Virginia Postrel, writer of the “Economic Scene” column in The New York Times, will discuss the aesthetic imperative from her upcoming book, “Look and Feel.” Postrel will explore the “new age of aesthetics” where the look and feel of people, places and things become increasingly important and valuable in our social and economic lives.

Harry Rich of Design Council, UK will give concrete examples of the ways that UK companies are using design to help them to respond to changing economic circumstances and global competition and to differentiate themselves in competitive markets;

Markus Schaefer of architect Rem Koolhaas’ OMA/AMO division, will review the multi-disciplined collaboration between graphic designers, architects, interior designers and digital design;

Tom O’Grady, vice president and creative director of NBA Properties/NBA Entertainment, will discuss how the NBA takes American sports brands global;

Eric Erickson and Minda Gralnek, vice presidents and creative directors at Target, will explore the unique branded culture that guides the successful retailer throughout every level of the company;

Robert Greenberg, R|GA, along with one of his clients, will discuss the creation of compelling user experiences with consistent branding across multiple channels: narrowband, broadband and wireless technologies;

Susan Avarde, CitiGroup consumer business director of global branding, will team with Maggie Shea, director of account management at Fallon Worldwide, and Pentagram partners Michael Bierut and Paula Scher, to present a new model of collaboration between client, agency and design firm;

Steve Williams, worldwide brand manager of BP, and Margaret Youngblood, executive creative director of Landor Associates, will discuss the complex and collaborative strategy used to create, launch and implement a new branding program for BP worldwide.

HP/COMPAQ INTEGRATION AND DESIGN--Allison Johnson, senior vice president, Global Brand and Communications, Hewlett-Packard Company and Keith Yamashita, principal, Stone Yamashita Partners, will speak about the role design played in the strategic integration of HP and Compaq.


Nicollett Mall
United States

Additional Information

$575-Members $750-Non-Members $300-Student members $250 to register a client!