earleyConfFinal

Design and Culture
C O N F E R E N C E
Visionaries: Advocates for Society
San Diego, California, USA
Oct 10, 2015, 8 am — 4 pm
www.DCCConference.com

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Design and Culture Change. Visionaries: Advocates for Society
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Conference Design Project
Conference Title:
Design and Culture Change
INDEX
†† Scope of Project................................... 4
†† Conference Topics................................ 5
†† Guest Speakers..................................... 6
†† Hotel..................................................... 8
†† Funding & Promotion......................... 11
†† Visual Marketing................................. 12
†† Thank You and Sources....................... 28
Date: Saturday 10 Oct 2015, 8 am - 4 pm (One Day Only)
Conference Location:
Marriott Marquis San Diego Marina
333 W Harbor Dr.
San Diego, CA 92101-7700
800.228.9290 (Toll-Free) - 619.234.1500
• Posters............................12
• Registration Form...........14
• Conference Schedule......16
• Website..........................18
• Letterhead, CD & Pen.....20
• Brochure.........................22
• Online Banner.................24
• Billboard.........................26

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Scope of Project
Design, Culture Change and Circular Economies.
This conference will explore the critical relationship between today’s culture and designing for the future.
Presentations by five of the most influential designers of our age will enlighten, inform and educate you on
these important design changes and challenges.
What is a Design Visionary? Where does one fit on the design hierarchy? Is it below Design Genius and
above Design Thinker? The vast amount of information available to consumers is changing the way we
choose products. Designers today need to stay current in these cultural trends.
Designers use analytical methodologies, which help reveal their individual dynamics, enabling them to
better understand and celebrate cultural change.
Designers are visual advocates for society. “We should use our influence, knowledge and experience
to produce credible and responsible forms of communication. We should not perpetuate historical
inaccuracies of different cultures but instead present work without harmful stereotypes of
misappropriation of a culture for profit” (Sarah Flaherty, Design Ignites Change.org).
Conference Topics
Some of the topics presented include:
• The past is the future. Consumers want to know about the producer of the
goods they buy. Tomorrow will show a better connection between producer
and consumer. Designers will help us have a more personal experience with
the products we buy versus design for the masses.
• Discover how “Design Thinking” spreads the tentacles and processes of
design beyond the realm of products and objects into unexpected industries
and contexts.
• Will the circular economy take over product design? We will explore how
products change through their lifecycle to extend material use. We may
see in the near future a display in a grocery store that places all the foods
grown on a coffee plantation next to the beans, herbs, fruit preserves
etc. Consumers will buy them all to show their support for whole-system
farming.
• How does wearable technology fit into our lives and what are the design
criteria for it?
• Sustainable materials will be central in design elements. A repeatable
pattern in interior fabric design wasn’t easy with recycled yard. Today’s
designers change the design to reflect the use of sustainable materials.
• Agile Design Studios vs. Traditional. Reinventing the vertical dynamic
of hierarchical workplaces with horizontally customer-focused inspiring
workplaces.
• Closed-loop recycling tackles design at the molecular level. Sustainable
materials from crop waste designed to be infinitely recyclable.
“Planning is for the world’s great
cities, for Paris, London, and Rome,
for cities dedicated, at some level, to
culture. Detroit, on the other hand,
was an American city and therefore
dedicated to money, and so design
had given way to expediency.”
Jeffrey Eugenides

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Guest Speakers
Featuring some of the most influential Designers of our time.
This conference will explore the critical relationship between today’s culture and designing for the future.
Presentations by five of the most influential designers of our age will enlighten, inform and educate you on
these important design changes and challenges.
What is a Design Visionary? Where does one fit on the design hierarchy? Is it below Design Genius and
above Design Thinker? The vast amount of information available to consumers is changing the way we
choose products. Designers today need to stay current in these cultural trends.
Designers use analytical methodologies, which help reveal their individual dynamics, enabling them to
better understand and celebrate cultural change.
Designers are visual advocates for society. “We should use our influence, knowledge and experience
to produce credible and responsible forms of communication. We should not perpetuate historical
inaccuracies of different cultures but instead present work without harmful stereotypes of
misappropriation of a culture for profit” (Sarah Flaherty, Design Ignites Change.org).
Barbara Miller
Dr. Miller is Professor of Anthropology and International
Affairs, and Director of the Culture in Global Affairs
(CIGA) Research and Policy Program, at The George
Washington University. She received her Ph.D. in
anthropology from Syracuse University in 1978. She
teaches courses on introductory cultural anthropology,
medical anthropology, development anthropology, culture and population,
health and development in South Asia, migration and mental health, and
culture and security. She has published many journal articles and book
chapters and several books.
Tim Brown
IDEO is probably the organization most closely associated
with “design thinking,” a practice that spreads the
tentacles and processes of design beyond the realm
of products and objects into unexpected industries
and contexts. As CEO and president of the company,
Brown, 47, has also become the movement’s unofficial
spokesperson, talking up the power of design to transform business—
and the world—at events such as the World Economic Forum in Davos,
Switzerland.
Choi Gee Sung
Korean electronics giant Samsung has spent years
honing its design chops. But nothing underlined the
company’s emphasis on design as a differentiator more
than promoting former creative chief Choi Gee Sung to
CEO last year. Choi, 58, joined Samsung’s trading arm in
1977 and worked in design and marketing to build the
company’s market share in mobile phones, televisions, and digital media.
Credited with pushing Samsung into first place among TV manufacturers,
Choi’s design savvy, applied across the company he now leads, could
significantly impact the future of the industry.
Janine Benyus
A pioneer of the biomimicry movement, Janine, 51,
has helped companies and other institutions develop
products and strategies based on nature’s “best
practices.” As founder of the Biomimicry Guild, an
innovation consultancy in Helena, Mont., she has worked
with such clients as General Electric, General Mills, and
Hewlett-Packard to educate executives on how their business might benefit
by emulating nature. For example, a water-resistant coating for building
exteriors was engineered to work like lotus plant leaves, which repel water
by causing it to bead and drip off.
Jonathan Ive (Keeping him last because I think he’ll be a
big draw and keep visitors around)
Steve Jobs is widely held to be the design maestro at
Apple, but Ive, the company’s senior vice-president
for industrial design, also requires nothing less than
perfection from his team. Ive, 42, has overseen such
iconic products as the iMac, iPod, iPhone, and the iPad In
so doing, he and his team have produced a range of products that have been
central to the company’s revitalization. For his part, Ive says he prioritizes
“better” over “new” and favors user-friendly design that is simple to use and
understand, a philosophy that many have copied, few have repeated.
“A man who works with his hands is
a laborer; a man who works with his
hands and his brain is a
craftsman; but a man who works
with his hands and his brain and his
heart is an artist.”
Louis Nizer

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Hotel
The perfect blend of services creates a
memorable experience.
The Marriott Marquis San Diego Marina luxury
waterfront hotel rests at the center of the San
Diego Bay.
With 1,360 guest rooms, 80,000 square feet
of meeting space, a 446-slip marina and an
environment that easily transitions from dynamic
meetings to resort-style relaxation, our impressive
San Diego waterfront hotel is a welcome escape
for business and families.
Adjacent to the San Diego Convention Center and
steps from the Gaslamp Quarter, our downtown
San Diego Bay hotel is located at the center of
many popular attractions including Balboa Park,
the San Diego Zoo, Seaport Village, SeaWorld®
San Diego & LEGOLAND® California.
Experience grand service and amenities
throughout your stay, unwind while taking in the
view from your guest room, experience top-notch
cuisine at Marina Kitchen or an array of other
dining options, and enjoy a resort-like getaway
at the lush pool area or state-of-the-art fitness
center. Whatever kind of experience you seek, the
Marriott Marquis San Diego Marina hotel
can deliver.
With a spectacular waterfront setting in the
heart of San Diego, and because it is adjacent to
the San Diego Convention Center, the San Diego
Marriott Marquis & Marina is the best location for
business meetings and other corporate events in
America’s Finest City. It offers 75,000 square feet
of flexible meeting space, a 466-slip marina and
unlimited recreation – making it the perfect place
to transition from a day of business meetings to
resort-style relaxation.
“Think of yourself as a brand. You
need to be remembered. What
will they remember you for? What
defines you? If you have it in you, do
something that defines you. Invent
something, develop a unique skill,
get noticed for something — it
creates a talking point.”
Chris Arnold

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Funding
Stakeholders and Funding Sources.
Possible funding for the conference will come from the following sources:
1. Corporate sponsorship, Apple, IDEO, Samsung etc. (Speakers)
2. Government and State organizations for the promotion of cultural awareness
3. Attendee ticket sales
4. Advertisers who could place banners or ads in conference and on materials
5. Stakeholders could be Speaker’s corporations and government/civic cultural awareness
organizations, design related industries (AIGA, etc.)
Promotion Campaign for Conference
Possible promotion strategies for the conference:
1. Banner ads on corporate web pages, forums and blogs
2. Ads on design related websites such as AIGA, IDEO, Smashing Magazine,
3. Use Conference promotion sites such as Eventbrite.com and Lanyrd.com, AIGA.org, pastemagazine.
com, interaction-design.org, isda.org
4. Print ads on posters and billboards near large cities with design related corporations
5. Print and online ads at universities, colleges, design related firms
6. Print ads inside design related magazines such as Core77, Dwell, Photoshop, Layers, Print, ID, HOW,
Communication Arts, Digital Arts,
“I am enthusiastic over human-
ity’s extraordinary and sometimes
very timely ingenuity. If you are in
a shipwreck and all the boats are
gone, a piano top buoyant enough
to keep you afloat that comes along
makes a fortuitous life preserver. But
this is not to say that the best way to
design a life preserver is in the form
of a piano top. I think that we are
clinging to a great many piano tops
in accepting yesterday’s fortuitous
contrivings as constituting the only
means for solving a given problem.”
Buckminster Fuller

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CONFERENCE
Featuring a list of the most influential Designers of our time:
Dr. Barbara Miller Tim Brown (IDEO) Choi Gee Sung (Samsung)
Janine Benyus (Biomimicry) Jonathan Ive (Apple)
Saturday Oct 10, 2015, 8 am - 4 pm
Marriott Marquis San Diego Marina California, USA
Pre register: www.DCCConference.com
333 W Harbor Dr, San Diego, CA 92101-7700
800.228.9290 - 619.234.1500
- One Day Only -
Visual Marketing:
Posters
Designed to reflect the subject and global significance of the relationship between
Design and Culture Change.
The five upward arrows represent the five speakers of the conference and the evolving nature of design in
our century.
The background in the logo is a series of panels. These represent the many facets of design.
A white graph of the continents are shown which reflect the global culture. No longer is any one country
self dependent, rather the entire global economy and culture must be taken into account regarding design.
Font is Myriad Pro sans serif for its clean and modern feel.
Poster does not show photographs of main speakers to keep a clean uncluttered layout. Focus on the
strong graphic and copy is paramount in this particular promotion object.
“Design can be art. Design can be
aesthetics. Design is so simple, that’s
why it is so complicated.”
Paul Rand

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CONFERENCE
Saturday Oct 10, 2015, 8 am — 4 pm
333 W Harbor Dr, San Diego, CA 92101- 800.228.9290 — 619.234.1500
Register online at www.DCCConference.com
Or Fax to: 415.655.6666
Or Mail to: Registration: DCC Conference
123 State Street
San Francisco, CA 95122
For information call: 415.657.8899
Fees:
General Entrance Fee
On or before August 10, 2015................................$400
After August 10, 2015...............................................$450
Group Discount for five or more attendees......$100
Teacher/Student/Military (with ID)......................$250
Registration Form
Name: Male  Female 
Company: Phone:
Address: Credit Card:
Visa  Mastercard  Amex  Discover 
Other 
Number:
Exp. Date:
Name on Card:
CCV Code:
E-mail:
Check: Make checks payable to DCC Conference
Names of additional attendees in group:
Comments or questions:
SIGN UP TODAY!
Visit Beautiful San Diego...
This conference will explore the critical relationship between
today’s culture and designing for the future. Presentations by
five of the most influential designers of our age will enlighten,
inform and educate you on these important design changes
and challenges.
VISIT OUR WEBSITE for more information
DCCConference.com Marriott Marquis San Diego Marina
Registration Form
The Registration form is designed following the same layout as the conference schedule. Logo is placed at
the top with the headline. Ample room is given to the attendee’s information.
The layout is kept minimal and with a fair amount of white space. Form can be faxed or mailed for
registration. A website registration option is given, and preferred.
Several photos of the hotel and a map are given to balance out the layout.
A short paragraph of the purpose of the conference is given and website address is mentioned at the
bottom of the form.
Similar content to be provided on the website sot hat online users can register easily.
“It’s natural to think that living
things must be the handiwork of
a designer. But it was also natural to
think that the sun went around
the earth. Overcoming naive
impressions to figure out how
things really work is one of
humanity’s highest callings.
Steven Pinker

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CONFERENCE
Saturday Oct 10, 2015, 8 am — 4 pm
333 W Harbor Dr, San Diego, CA 92101- 800.228.9290 — 619.234.1500
8 AM.......................Registration
9 AM.......................Opening Address / Design Trends
9:30 AM.................Dr. Barbara Miller
Dr. Miller is Professor of Anthropology and International Affairs, and Director of the
Culture in Global Affairs (CIGA) Research and Policy Program, at The George Washington
University. She is an expert in ethnography and cultural anthropology.
10:30 am...............Tim Brown
Tim at IDEO is probably the organization most closely associated with“design thinking,”a practice
that spreads the tentacles and processes of design beyond the realm of products and objects into
unexpected industries and contexts.
11:30 am...............LUNCH
12:30 pm...............Choi Gee Sung
Choi joined Samsung’s trading arm in 1977 and worked in design and marketing to build the
company’s market share in mobile phones, televisions, and digital media. Credited with pushing
Samsung into first place among TV manufacturers, Choi’s design savvy, applied across the
company he now leads, could significantly impact the future of the industry.
1:30 pm .................Janine Benyus
A pioneer of the biomimicry movement, Janine has helped companies and other institutions
develop products and strategies based on nature’s“best practices.”As founder of the Biomimicry
Guild, she has worked with such clients to educate executives on how their business might
benefit by emulating nature.
2:30 pm .................Jonathan Ive
Apple’s senior vice-president for industrial design, also requires nothing less than perfection from
his team. Jonathan has overseen such iconic products as the iMac, iPod, iPhone, and, most recently
iPad. In so doing, he and his team have produced a range of products that have been central to the
company’s revitalization.
3:30 pm .................Wrap Up and Closing Remarks
4:00 pm .................Cocktails and Meet and Greet with the Speakers
Conference Schedule
Thank you for attending!
Conference Schedule
The conference schedule is consistent with the Registration form. Similiar layout principles are shown. Logo
is prominent at the top masthead. Headline has conference title and information.
A breakdown of each speaker as well as their photo is provided to help enlighten the attendee.
Colors are given to each speaker in relation to the upward arrows of the logo. These also aid in
identification of the times each speaker will be talking.
Each speaker is giving one hour. To be able to host five speakers in one day requires that only one hour be
given. There will be a meet and greet opportunity at the end of the conference at 4pm.
A short version of the conference schedule is provided on the trifold brochure as well as website.
“Fashion is a language that creates
itself in clothes to interpret reality.”
Karl Lagerfeld

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CONFERENCE
333 W Harbor Dr, San Diego, CA 92101-7700 - 800.228.9290 - 619.234.1500
Featuring a list of the
most influential
Designers of
our time:
Dr. Barbara Miller
Tim Brown (IDEO)
Choi Gee Sung (Samsung)
Janine Benyus (Biomimicry)
Jonathan Ive (Apple)
Register
Schedule
Hotels
Speakers
Register
Schedule
Speakers
Hotels
Featuring a list of the most
influential Designers of
our time:
Dr. Barbara Miller
Tim Brown (IDEO)
CONFERENCE
Register
Schedule
Speakers
Hotels
Featuring a list of the most
influential Designers of
our time:
Dr. Barbara Miller.
Tim Brown (IDEO)
CONFERENCE
CONFERENCE
Featuring a list of the
most influential
Designers of
our time:
Dr. Barbara Miller
Tim Brown (IDEO)
Register
Schedule
Hotels
Speakers
Website/App
Online Conference Visual Design
The website and app will feature the prominent logo with links.
Five colored arrows represent each of the five speakers and further states the idea of various cultures.
Photos of speakers are shown. The atlas graphic stresses global culture.
Links provided for Register, Schedule, Speakers, and Hotel. Linked Map provided.
Site will be responsive to adapt to mobile devices and tablets.
A short feedback form will be provided and reminder email sent to all attendees after the conference. This
will help in preparing for future conferences.
“Simplicity is about subtracting
the obvious and adding the
meaningful.”
John Maeda

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CONFERENCE
Dear Attendee,
Thank you for your participation in our 2015 Design and Culture Change
Conference. We hope you have an enjoyable and rewarding experience!
A conference of this size requires the help of many organizations and
team members. Despite this, without the involvement of design oriented
individuals, such as you, the conference would not be possible.
We hope that you take away useful knowledge from the conference. We
know that through careful diligence and application of the principles
presented here that positive change and a heightened cultural aware-
ness, from a design perspective, can be achieved.
Once again, thank you so much for attending our conference and we
look foward to your participation in future conferences!
Sincerely,
Jim Earley
Conference Organizer
RMCAD Denver, CO
800.228.9290 - 619.234.1500
CONFERENCE
Hi! My Name Is:
Company
Design is not just what it looks like and feels
like. Design is how it works.
Steve Jobs
CONFERENCE
DesignandCultureChange
CONFERENCE
Visionaries:AdvocatesforSociety
SanDiego,California,USA
CONFERENCE
DesignandCultureChange
CONFERENCE
Visionaries:AdvocatesforSociety
SanDiego,California,USA
Marketing Materials
Marketing materials continue the branding of the overall conference. Pens, paper and CD’s would be provided to
all attendees.
Speakers could provide media and media kits that would be part of the CD. The CD would have a videotape of the
various presentations. These could be mailed to the attendees after the conclusion of the conference.
Additional marketing materials could be provided such as T shirts and Hats. Should there be a future conference,
these materials would help enforce the branding and encourage subsequent attendance at future conferences.
“When you want to know how
things really work, study them when
they’re coming apart.”
William Gibson

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Dr. Miller is Professor
of Anthropology and
International Affairs,
and Director of the
Culture in Global
Affairs (CIGA) Research
and Policy Program, at
The George Washing-
ton University. Her
vision in the world of
ethnology and
anthropology is
invaluable in
understanding Design
and cultural change.
Tim at IDEO is
probably the
organization most
closely associated
with“design thinking,”
a practice that
spreads the tentacles
and processes of
design beyond the
realm of products and
objects into
unexpected industries
and contexts.
Choi joined
Samsung’s trading
arm in 1977 and
worked in design and
marketing to build
the company’s market
share in mobile
phones, televisions,
and digital media.
Credited with pushing
Samsung into first
place among TV
manufacturers.
A pioneer of the
biomimicry
movement, Janine has
helped companies and
other institutions
develop products and
strategies based on
nature’s“best
practices.”
Apple’s senior
vice-president for
industrial design, also
requires nothing less
than perfection from
his team. Jonathan has
overseen such iconic
products as the iMac,
iPod, iPhone, and,
most recently iPad.
This conference will explore the critical
relationship between today’s culture and
designing for the future. Presentations by five
of the most influential designers of our age
will enlighten, inform and educate you on
these important design changes and
challenges. What is a Design Visionary? Where
does one fit on the design hierarchy? Is it
below Design Genius and above Design
Thinker? The vast amount of information
available to consumers is changing the way
we choose products. Designers today need to
stay current in these cultural trends.
Featuring a list of
the most influential
Designers of
our time:
Barbara Miller (Ethnologist)
Tim Brown (IDEO)
B
M
Design is directed toward human beings. To
design is to solve human problems by identifying them
and executing the best solution.
Ivan Chermayeff
Saturday Oct 10, 2015
8 am - 4 pm
CONFERENCE
800.228.9290 - 619.234.1500
SCHEDULE
8 AM Registration
9 AM Opening Address / Design
Trends
9:30 AM Barbara Miller
10:30 am Tim Brown
11:30 am LUNCH
12:30 pm Choi Gee Sung
1:30 pm Janine Benyus
2:30 pm Jonathan Ive
3:30 pm Wrap Up and Closing Remarks
4:00 pm Cocktails and Meet and Greet
with the Speakers
Brochure
Trifold Brochures to further promote the conference and assist attendees.
Prior to the conference attendees will be mailed a brochure upon receipt of their paid fee.
For promotion purposes these trifolds could be mailed to design firms, colleges and companies that
employ designers. The trifold is a perfect choice for ease of mailing.
Paper would be made of recycled material in keeping with the culture of the conference.
Consistent branding is shown on the brochure. Details of each speaker is provided. Colors are consistent
with the poster. Colors on the bullet points match the order of the speakers.
For the convenience of the attendee, a repeat of the schedule and fee information is provided on the
inside of the brochure.
“Simple is good.”
Jim Henson

24 25
CONFERENCE
The most influential Designers
of our time:
Dr. Barbara Miller (GW Univ), Tim Brown (IDEO),
Janine Benyus (Biomimicry), Jonathan Ive (Apple)
Oct 10, 2015
The most influential
Designers of our time
Oct 10, 2015
CONFERENCE
With the most influential
Designers of our time
Oct 10, 2015
CONFERENCE
Online Banners
To be able to reach the maximum amount of prospective attendees, an effective
online campaign must be part of the marketing strategy.
Marketing materials continue the branding of the overall conference. Online banner ads will help promote
the conference.
Banners would be shown on design related websites, blogs, forums and social web sites.
Several sizes are given to offer a variety of price and site requirements.
Ads will have a tracking URL which will give valuable information as to which site the reader saw the ad. This
information will be used in future conference campaigns.
“You can’t connect the dots looking
forward; you can only connect them
looking backwards. So you have to
trust that the dots will somehow
connect in your future.”
Steve Jobs

26
27
Billboards
Large scale print campaign: To further the promotion of the conference.
In cities with large design firms, billboards may be used to further promote the conference. Billboards can
be expensive but in areas that could have many possible attendees, they may be worth the additional cost.
Consistent logo and typeface is shown. To keep the text readable at distances, the names of the speakers
are omitted. Only the most pertinent information is given. This allows the text to be as large as possible.
Website is prominently displayed an red text and date is in yellow test to stand out.
“Perfection is achieved, not when
there is nothing more to add, but
when there is nothing left to
take away.”
Antoine de Saint-Exupéry

28 29
Thank You!
To organize a conference of this size
requires the talents and resources of
many individuals.
Designers use analytical methodologies, which
help reveal their individual dynamics, enabling
them to better understand and celebrate
cultural change.
Designers are truly visual advocates for society.
Contemporary “design,” broadly conceived, is a
cultural phenomenon with historic roots. We strive to
cover a field that is increasingly interdisciplinary.
Design and Culture probes design’s relation to
other academic disciplines—including marketing,
management, cultural studies, anthropology, material
culture, geography, visual culture, and political
economy—seeking rigorous and innovative critical
frameworks with which to better understand the
social, economic, and cultural forces shaping, and
shaped by, design.
Our conference attempts to analyze a broad range
of contemporary design issues, as well as current
discourse about, and representations of, the field
of design.
We’d like to thank all the organizers and supporters of
the Design and Culture Change Conference. We look
forward to seeing you next year.
Sources:
List of sources used in compilation of this report:
• aiga.org
• forbes.com
• bloomberg.com
• Ideo.com
• samsung.com
• apple.com
• DesignIgnitesChange.org
• QuotesonDesign.com
Special thanks to Our Guest Speakers and the Marriott
Marquis San Diego Marina for hosting our conference.
A common mistake that people
make when trying to design some-
thing completely foolproof is to
underestimate the ingenuity of
complete fools.”
Douglas Adams

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