Hasta La Ideas

This guest post is by Andrea Marvan

As the sun starts to set over San Diego’s Mission Bay area, the first day of Y20 AIGA Conference is coming to an end. Participants head over the reception for cocktails and I look at the breathtaking view trying to allow everything to sink in. While I’ve always appreciated good design and I have an arts and communication background, I’m not a graphic designer and at times I worried my knowledge of design wouldn’t be up-to-date for the conference. But the AIGA talented group of designers shares a universal value: the passion for what they do and a strong sense of community. You don’t have to be in the industry to understand that.

Under the theme of Velocity, professionals from the design industry met at the at The Joan B. Kroc Institute for Peace and Justice on the beautiful campus of the University of San Diego, to discuss how to thrive in an accelerating landscape. The mix of presenters and their styles was for sure an eclectic one: from bold and colourful to elegant and sober.

I got there bright and early and at 8:00 am the vibe was already energizing and thrilling. Janine had donated copies of the magazine and I got excited when I overhead people saying “Oh look, there is UPPERCASE” as they opened their goodie bags.

The day began with highly dynamic Mexican designers Jorge Gutierrez and Sandra Equihua, creators of the movie Book of Life, who spoke about the importance of sticking to your guns and learning to say no—which I will elaborate more on a later post.

Following the explosive Gutierrez–Equihua team was Michael Bierut, partner in the New York office of the international design consultancy Pentagram. He began his talk by saying “Are you ready to see some black and white geometric shapes?” I thought he was being funny for following such a colourful act by the Mexican duo. He was being serious, yet his elegant, clean and crisp work was far from boring, it was exquisite. With a very clever sense of humour, a dynamic composition and an incredible creative branding strategy his team was able to say so much with so little: “A 49 square grid can do anything for us”. It certainly did.

Mid morning lead to Julia Zeltser’s talk. She is the founding partner and creative director at Hyperakt, and provided valuable insight on community engagement and working for the non-for profit sector. She closed by saying, “We need to stay flexible, current and relevant to participate in the future. I hope you stay flexible and nimble.”

After lunch I found the unexpected, as I was not expecting to cry at a design conference! Designer and documentary maker Justin Skeesuck brought tears to our eyes and got a standing ovation when he spoke on how, due to a progressive neurological disorder, he had to redesign his life and use his creativity to adapt to literarily everything: from day-to-day situations to crossing the Pyrenees in a wheelchair.

And last but not least, Sharon Werner, founder of Werner Design Werks and a previous UPPERCASE contributor closed the afternoon session with an inspiring talk on collaboration and on how a small team can achieve wonders when they follow three simple steps: “we listen, we talk, we design.”

Each and one of these professionals of the industry have a very unique perspective, style and approach to design. Their client portfolio covers a wide range, from fashion moguls to non-for-profit organizations, but they all do the same for their clients: they provide fun and creative solutions.

As the day ended with a competition (Pixels of Fury, where 3 contestants had to design a poster in 20 minutes in front of a live audience), I left inspired, motivated and ready to come tomorrow for more