Overview
Change happens when people have better, more inspiring ways to change. Rather than telling people what not to do, we should create more exciting products, services, and stories built on strong social and environmental foundations.
Don’t just tell people to drive electric cars. Design the world’s most exciting driving experience that just happens to be electric. Don’t just tell people recycling is important. Design high-performance adventure gear that just happens to be backed by an industry-leading recycling program. Don’t just tell people to give to those in need. Create a great brand that just happens to give away a pair of glasses to someone in need for every pair sold. How about a video game that solves problems for science? A solar-powered light that’s also art? To build these kinds of products, organizations must get clear about their purpose and find inspiring ways to tell their stories.
Objective
To tell a story about how design is more than visual. To show how it can change the way we see the world and give us more inspiring ways to improve it.
Target Audience
Business people looking to find more meaning in their work.
Five Things Audience Members Will Learn
- An alternate perspective on the potential of design defined as purpose design
- An understanding of the origins and evolution of branding
- How to use design to help organizations clarify and express their purpose
- A framework for understanding how organizations can most effectively communicate
- Examples of purpose design in action
