One Upon a Brand. Brands that tell stories

This presentation explains that brands are living expressions of identity, telling stories and creating meaning. Brands are not just logos or products, but unique, evolving essences shaped by time, context, and perception. Building a brand means listening, communicating, and working together to find what connects people and organizations. Designers focus on what is essential and lasting, using simple ideas and emotions to make brands feel more human. The goal is to create brands that help people belong and share meaningful stories with the world.

DESIGN R-EVOLUTION: The new paradigm of graphic design, strategy and communication

In recent years, graphic design has been overwhelmed by new technologies and methods, causing us to lose sight of our purpose and values. Training now focuses too much on using tools, making designers feel less important than the technology they use. With AI, professional skills are at risk of becoming less valuable. It's time to rethink our values and focus on what truly matters in design. Designers are responsible for communication that is ethical and benefits people, society, and the planet.

Cover Stories: 35 Years of Album Cover Design

Todd takes a look back at 35 years of designing album packaging. He walks through the process of how a cover comes to be—from first concept and creative constraints to the final artwork that lives in the hands of music fans worldwide. Through cover stories, he explores the lasting impact a single image can have on pop culture, memory, and the way we connect to music.

Design and Culture Code: Building a National Identity through UX/BX Integration

The New Address System and Design national research project (2006–2010) in South Korea combined research, experimentation, and fieldwork to rethink the country’s environmental and cultural identity. By turning historical artifacts into new cultural symbols, the project aimed to strengthen national identity and raise South Korea’s profile in global design. These innovative methods improved user and brand experiences (UX/BX) and highlighted design’s role in bringing people together for the good of society.

Bennett Peji
USA 

Building Amid Breakdowns: From Convoy to Community

I am committed to raising awareness about the importance and responsibility of design. For the first time in San Diego's history, an Asian-themed landmark sign was created in the Convoy District, the heart of the city's AAPI community. This sign lights up one of the largest Pan-Asian business districts in the country, celebrating the rich traditions and diversity of the AAPI community and creating a sense of belonging. Built in September 2024, the Convoy Sign is the result of years of hard work by immigrants who turned Convoy into a center of culture and innovation. Creating the sign involved bringing together many groups from the community to agree on a design that everyone could be proud of.

A designed future?

The future will be designed, but who will design it? In current dystopian society, a need for designing a better future for future generations is a key priority. In history of design, design utopias were almost always present until a few decades ago, but today we can find none. Designer must accept their share of responsibility for designing the future society. 

Jason Manley
Chair, Department of Visual Art & Design