Rising to New Heights with Cutting-Edge Concepts

Exciting news from the Industrial Designers Society of America (IDSA)! The upcoming International Design Conference & IDSA Education Symposium for 2023 will take place in the bustling city of New York from August 23-25.

This important event serves as a valuable platform for sharing ideas, building connections, finding inspiration, and staying up to date with the latest design trends. The theme for this year’s conference is “Resilience,” emphasizing how design allows organizations to effectively adapt and respond to the ever-changing circumstances in a world full of uncertainty.

Participants can look forward to discovering groundbreaking approaches, products, systems, and platforms that not only withstand challenges but thrive in the face of adversity.

Lindsey Maxwell, IDSA’s Board Chair and Vice President of Teague’s Aerospace Design Studio, emphasizes the significance of design for resilience in today’s volatile landscape. She states that as leaders, we must embrace the design process to reimagine our approaches and create exceptional solutions for future challenges. The theme of resilience at the International Design Conference reflects their commitment to equipping designers with the necessary tools and strategies to navigate an uncertain world and drive meaningful change.

For this edition of the conference, Laura Silva, inclusive design lead at Bank of America, and Meghan Preiss, innovation strategist at Delta Airlines, have curated an impressive lineup of design experts who will explore various engaging topics. These subjects include inclusive design methodologies, mobility design, human-centered design, emerging technologies, sustainability, innovation management, product decision-making, purposeful object design, and more.

Over the course of three days, the IDC will offer a wide range of activities and sessions designed to foster collaboration, ignite creativity, and facilitate the exchange of ideas.

Highlights at the International Design Conference include hands-on workshops covering topics such as accessibility, the future of 3D renderings, human-centered design, and wearable technology.

Mainstage sessions will provide valuable insights and expertise from various industries, including business strategy, technology, mobility, industrial design, software design, and innovation.

Recognizing excellence in industrial design and related disciplines, the prestigious International Design Excellence Awards (IDEA) Ceremony & Gala has been a longstanding tradition at the conference for over 43 years.

The Education Symposium offers an opportunity for design educators, practitioners, and students to engage in thought-provoking discussions, challenge design norms, and collectively shape the future of design education.

Participants also have the chance to explore the vibrant design scene of New York City through studio tours, including Brooklyn Studio Night, where they can take a behind-the-scenes look at local studios like frog, Makelab, and Spitfire Industry.

IDSA, established in 1965, is one of the oldest and most extensive industrial design associations in the United States. With over 4,000 professionals as members worldwide, IDSA remains committed to promoting excellence, driving innovation, and advocating for the field of industrial design. Through annual initiatives that offer professional development and networking opportunities, IDSA actively shapes the future of the industry while honoring its rich history.

What do you do when your sales drop? Or when your growth exceeds your expectations? These situations may prompt you to consider rebranding. Rebranding can be a solution to address these challenges and revitalize your brand.

There are various reasons why companies choose to rebrand. It may be to reduce client and employee attrition, enter new markets, fix negative perceptions, launch new products, adapt to changing economic conditions, or target higher-tier clients. Through the discovery process, additional areas that need attention may be uncovered, which can help achieve organizational goals.

Brand transformation is crucial because it allows you to protect your brand from industry events and utilize your strengths effectively. It is an opportunity to align your employees, customers, and work processes. Rebranding should focus on addressing real business problems rather than just improving aesthetics. It should communicate changes and future directions to stakeholders clearly.

During the rebranding process, the goal is to go beyond features and functions and identify true differentiators. Instead of focusing on what you make or do, concentrate on satisfying your customers’ needs, wants, and desires. Highlight the unique value your organization adds, whether in culture, customer service, or innovative thinking.

To kick-off the rebranding process, conducting a thorough 360-degree assessment is essential. This assessment should examine how the brand is perceived within the industry and internally within the company. It should also evaluate the brand’s external presence and competitive offerings. The goal is to identify untapped or taken-for-granted competence that represents the core essence of your company.

During the discovery process, qualitative research should be conducted to gain a comprehensive understanding of the organization. This includes examining different departments, tenure levels, and job functions. Representatives from various internal teams should be involved to gain in-depth insight into the brand.

Developing an authentic representation of your organization is vital during the rebranding process. Align your brand with the spirit and culture of your company. Ensure that your brand accurately reflects the kind of people clients will work with and the quality of service they will receive.

To move forward with a brand position, design the brand experience and concept before execution. Consider exploring multiple options within a single brand position to visualize different aspects of the brand. Remember, brand transformation takes time and is an ongoing process. Focus on the critical impact points and prioritize projects accordingly.

Key attitudes that contribute to an effective rebrand process include belief, stamina, and honesty. Leadership must believe in the rebrand and inspire change. Patience, adaptability, and consistency are essential. Finally, honesty is crucial to take an honest look at the organization and work through any challenges. Successful rebranding requires openness, trust, and perseverance.