Entry no.: 103
28 Mar 2007, 10:36 PM
Branding and design lectures and workshops in Moscow
I was invited to Moscow by the bighearted people of Identity Magazine1 to give a lecture and a workshop alongside Mr. Tony Spaeth of Identityworks, one of the most prominent branding experts nowadays. Our lectures were part of the 13th edition of Design and Advertising exhibition, the largest Russian event of the trade — where Identity Magazine's booth presented all Best of the Best 2007 entries (competition for which Tony and I were members of the jury).
Tony promoted in both the lecture and the workshop his corporate rebranding analysis tool, the Corporate Brand Matrix.
My lecture named "Design: a business escalator" was about using design as a business tool able to leverage the power of challenger companies attacking difficult markets.
I found dealing with consecutive translation (the were far too many people for simultaneous translation) a bit tricky, but — with the help of a very acknowledged translator — I managed to pull it off without losing the contact with my public. Their applause warmed my heart and the Q&A session went on and on, revealing a mighty interested and motivated audience.
My workshop "Brand idea: a designer's Swiss army knife", took place at the [British Higher School of Art and Design (BHSAD)] in Moscow — one of the most important centers of design education in Russia, run by young people.
The workshop was about design strategy — using brand idea techniques for developing vast and complex identity programs — for an audience comprising of designers and identity professionals. I had simultaneous translation this time and the show went on exactly as planned.
There were two hours of workshop followed by almost two hours of Q&A with a wonderful audience — it felt really good to see the young Russian designers so interested and smart. A terrific evening — absolutely exhausting, but great nevertheless.
1 Identity is the only high-profile printed magazine focused on corporate and product identity I have knowledge of. Unfortunately, until now its content was in Russian making it difficult to be globally accepted. All this will change, and from the next issue — its editors promises — it will be bilingual (Russian and English).