In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello sit down with Helder Santo, a partner at Unnamed, to explore the dynamic intersection of design, technology, and performance. Helder shares his journey through the evolving landscape of digital marketing and design, highlighting key moments from his career at renowned creative agencies. The conversation delves into the concept of a regenerative design ecosystem, the challenges of venture building in creative agencies, and the transformative potential of AI in design. Helder emphasizes the importance of embracing change, building trust, and fostering innovation within teams and client relationships.
Connect with Helder Santo:
Helder’s recommendation: Severance
Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference
In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Sunny Bonnell, Co-Founder & CEO of Motto, about the powerful intersection of design and performance. Sunny shares her nonlinear career journey, emphasizing the importance of stirring emotion and inspiring action through creativity. The conversation delves into the essentials of brand transformation, the significance of visionary leadership, and how the design ecosystem is rapidly evolving with technology. Sunny also discusses her book, 'Rare Breed,' which encourages leaders to embrace their unique and defiant traits as strengths, and introduces Vision Camp, a program aimed at cultivating visionary leaders. The discussion explores the necessity of resilience, the pursuit of perfection in one's craft, and how to build brands around ideas worth rallying around.
In a rapidly evolving industry, how can we turn our unconventional traits into a catalyst for visionary leadership and impactful brand transformation?
Connect with Sunny Bonnell:
Sunny Bonnell’s book: Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different
Sunny’s recommendation: Jiro Dreams of Sushi
Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference
In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Maria Fernanda La Rotta, co-founder and head of strategy at Switch Strategy, about her dynamic career journey and the mission of her company to champion inclusion and drive innovation. Maria reflects on the strategic value of a design MBA, her commitment to empowering the next generation through her teaching role at Parsons, and how Switch Strategy specializes in developing niche markets for growth. The conversation also explores the challenges and opportunities within the current market, the critical importance of strategic design in solving business problems, and the evolving impact of AI on the industry. The discussion delves deeper into how inclusion drives business value, the necessity of advocating for it to enhance business performance, and the power of being a connector of ideas and people.
How can strategic design be a catalyst for embedding genuine inclusion in today's evolving business landscape?
Connect with Maria Fernanda La Rotta on LinkedIn
Switch Strategy: https://switchstrategy.co/
Maria Fernanda’s book recommendation: Steal like an Artist
Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference
In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Richard Moross, founder and CEO of MOO, about his journey from early entrepreneurial experiments to building a globally recognized print and design company.
Richard reflects on the evolution of MOO, the balance between quality and scale, the value of thoughtful company culture, and how hybrid work is reshaping collaboration.
The conversation also explores the deeper relationship between design and performance, the importance of making design accessible to all, and how inspiration can come from unexpected places—like film, or a trip to the supermarket. Richard shares his personal leadership rituals and offers recommendations for films that continue to spark his creativity.
How do we navigate the duality of crafting exceptional design while making it accessible to all?
Movie Recommendations:
Watch the video version of this podcast interview on the AIGA Design YouTube Channel
In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Ivan Boscariol, Senior Innovation Specialist and public service designer at the Inter-American Development Bank (IDB). Ivan shares his journey from a background in international relations to working at the intersection of design, innovation, and public service in Latin America.
The conversation explores what it means to be a designer within a large public institution, and how to navigate the cultural and bureaucratic complexities that come with the territory. Ivan reflects on the importance of intentionality in design, the need to adapt innovation processes to local contexts, and why trust and collaboration are essential to driving change.
He also unpacks the multiple meanings of design practice—as a verb and as a noun—and how those interpretations shift across cultures. Offering a fresh perspective, Ivan highlights the often-overlooked upsides of bureaucracy, and how structure can actually support innovation within large, complex organizations like the IDB.
From the challenges of scaling solutions to the power of relationship-building, this episode offers valuable insights into designing for impact within systems that are often slow to change—but full of potential.
What if we viewed bureaucracy not as a barrier, but as a material we can design with?
Ivan's LinkedIn
Documentary: Horizon Zero Dawn
In this episode of the AIGA Design Podcast, Kinda Ghannoum shares her captivating journey from architecture into the vibrant world of graphic design, emphasizing her passion for preserving cultural heritage through the Syrian Design Archive.
Hosts Lee-Sean Huang and Giulia Donatello discuss with Kinda the vital role design plays in documenting history, elevating cultural identities, and inspiring future creativity amidst political challenges.
Kinda explores the nuanced relationship between her Polish and Syrian heritage, revealing how these cultural layers enrich her creative process and contribute to her distinct approach to design. She emphasizes accessibility and storytelling, underlining the significance of sharing design resources widely and effectively.
The conversation delves into the broader landscape of Arabic visual identity, showcasing how each Arab country preserves tradition while cultivating unique design aesthetics. Kinda highlights Arabic script's integral role in visual storytelling and cultural representation. She also shares her experiences collaborating on the Syrian Design Archive, underscoring collective storytelling and teamwork in promoting cultural understanding and appreciation.
How do you preserve cultural authenticity while embracing modern design practices?
Connect with Kinda Ghannoum on Instagram
Explore the Syrian Design Archive on Facebook and Instagram
Kinda’s book recommendation: The Arab of the Future
Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference
In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Michael Kaye, Chief Design Officer at Sylvain, to explore the intersection of design, branding, and the evolving creative landscape. Michael’s journey, driven by a compelling shift from fine arts to practical design, highlights his unique approach to creativity—balancing aesthetic expression with real-world functionality.
Michael delves into the nuances of book cover design, illustrating how typography becomes a storyteller's essential tool and how book jackets can function as powerful mini-brands for authors. He emphasizes the importance of context, encouraging designers to deeply understand cultural references and trends to create work that resonates authentically.
With the rise of AI tools reshaping the design industry, Michael reflects thoughtfully on their potential, advocating for their role as enhancers rather than replacements of human creativity. He underscores the importance of maintaining physicality and sensory experiences in design, ensuring emotional depth and layered meaning remain intact amidst digital advancements.
This conversation also touches on the challenges designers face with algorithms influencing digital experiences, highlighting the ethical considerations required to preserve authenticity and integrity. Michael’s approach champions creativity rooted in genuine human connection, meaningful engagement, and intentional performance.
How do you balance innovation with authenticity in your design practice?
Michael Kaye on LinkedIn: https://www.linkedin.com/in/kayemichael/
Sylvain’s website: https://sylvain.co/
Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference
In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Erin Shems, a creative operations leader and entrepreneur who has built a career on getting things done. Erin’s unconventional journey started early—first going to work, then going to school—and led her to industries she’s always been drawn to, from video games to toys.Erin is passionate about mental health and human-centered processes, advocating for workplaces where people can be their authentic selves—starting with how they dress and speak. She challenges the idea that authenticity and performance are opposites, instead proposing that authenticity itself is a type of performance. We shift and adapt depending on who we’re with, how we feel, and the dynamics of our work environment.She shares insights from her years leading operations in creative industries, bridging the gap between design, marketing, and business teams. Erin reflects on how technological progress shaped her entry into the industry and speculates on the next generation’s behaviors, especially in the age of social media and AI. She also discusses workplace trends, pointing out how large companies often replicate each other’s initiatives in a “follow-the-leader” mode.Now an entrepreneur, Erin is on a mission to help people make work suck less. She offers practical advice on improving daily routines and embracing more fulfilling professional lives. Her motto? Make work fun again.How do you bring authenticity to your work?Erin’s company: ezippyco.comErin’s linkedin page: https://www.linkedin.com/in/erinshems/Substack: https://lostwallettheory.substack.com/?utm_source=global-searchJoin us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California - https://www.aiga.org/design/aiga-design-conferenceListen/Subscribe to the audio version of this podcast on your preferred platform - https://creators.spotify.com/pod/show/aigadesign References mentioned in this episode:The Cerulean Sweater Scene from The Devil Wears Prada: https://www.youtube.com/watch?v=-rDTRuCOs9gThe Straat Museum (Amsterdam): https://straatmuseum.com/enPowerhouse Museum Ultimo (Australia): https://powerhouseultimo.insw.com/
In this episode of the AIGA Design Podcast, host Lee-Sean Huang and Giulia Donatello interview author and consultant Karl Sakas ("Say Kiss”). Karl’s clients often call him their “agency therapist.”
They discuss the challenges agency owners face, including misconceptions about agency ownership, pricing strategies, and the importance of understanding market rates. Karl shares insights on productizing services, revenue growth, and how to escape the daily grind of agency ownership. The conversation emphasizes the need for agency owners to work smarter, not harder, and to focus on their strengths while delegating tasks effectively. They also delve into various aspects of running an agency, including the challenges of client strategy and sales, the importance of visualizing the future of the agency, understanding cultural differences in business practices, and the multifaceted nature of performance in leadership.
In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello and guest Scott Berkun, author of Why Design is Hard, discuss the complexities of design, touching on themes such as the challenges designers face, the importance of understanding business contexts, and the role of curiosity as a superpower. We explore the concept of 'gravity problems' in design, emphasizing the need for designers to navigate organizational politics and influence effectively. The conversation also explores the myths surrounding design, the evolving identity of designers in the workplace, and the impact of AI on the future of design.
Takeaways
Designers often assume they know better without understanding the context.
Gravity problems are unsolvable issues that designers must learn to navigate.
Understanding the business context can enhance a designer's influence.
Curiosity is a vital skill for designers to build relationships.
Designers should focus on the value they bring beyond aesthetics.
The myth of the 'eureka moment' oversimplifies the design process.
Designers can influence decisions by visualizing problems and solutions.
Career paths should prioritize fulfilling work over job titles.
AI will change the design landscape, but human oversight remains essential.
Building trust and relationships is crucial for designers to succeed.
References & Recommendations
Why Design is Hard (Scott’s book) - https://amzn.to/4amlzUb
Jaguar Rebrand Video, “Copy Nothing” - https://www.youtube.com/watch?v=rLtFIrqhfng
Designing Your Life: How to Build a Well-Lived, Joyful Life (reference for “gravity problems”) - https://amzn.to/40yeM6D
Netflix documentary about Paula Scher referenced in the episode - https://www.youtube.com/watch?v=LCfBYE97rFk
Feline Philosophy: Cats and the Meaning of Life - https://amzn.to/3C7icUA
Scott Berkun’s website - https://scottberkun.com/
Watch the video version of the AIGA Design Podcast on YouTube - https://www.youtube.com/user/AIGAdesign
In the third episode of the season of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Marta Foresti and Federica Fragapane. Marta is the founder and CEO of LAGO Collective, as well as a visiting senior fellow at ODI Global and the Moleskine Foundation. Federica is an independent information designer who has collaborated with organizations like Google, the United Nations, the World Health Organization, the European Union, BBC Science Focus, Columbia University, and La Lettura.
Marta and Federica discovered each other’s work through social media and realized they shared a common motivation: using design to create impactful projects. Their mutual interest in the movement of people as a global phenomenon led them to collaborate at LAGO Collective. Through their work, they’ve come to understand that design’s power goes beyond representing data or creating beautiful visuals; it can actively perform and generate knowledge.
Marta explains that at LAGO Collective, projects often begin with a desire to tell a story, followed by research, rather than starting with a research question to guide the story.
Federica challenges traditional imagery used in data visualization by introducing new symbols that offer an alternative narrative. She emphasizes the importance of intentionality in the design process, ensuring that the visuals align with the intended message and impact.
They also discuss how to work with both qualitative and quantitative data to craft compelling storytelling through data visualization. For Marta and Federica, their projects are not just about presenting information but about performing for the audience—engaging them in a meaningful way.
Both Marta and Federica are committed to introducing new stories that influence public discourse, challenge dominant narratives, and combat misinformation.
They envision LAGO Collective as a space where people can have open conversations that inspire change. What topic would you bring to LAGO Collective for a new conversation?
In the second episode of this season of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Scott Doorley and Carissa Carter, professors at the Stanford d.school, discussing their career and their new book Assembling Tomorrow.
Their motivation to write the book came from the feeling of how unsettling they believe the world is right now and the belief we can craft a better tomorrow. Carissa believes Design is not just about the products we create but the experiences that create and the system that we live in.
In the book, they introduce the concept of Runaway Design and the unpredictability of technology's evolution. They delve into our interactions with materials, physical and digital, and explore the implications that might arise from it.
Their book navigates in a fiction and non-fiction space and tackles speculative design methods. Scott and Carissa argue that design begins as fiction since everything is imagined before it’s created. Scott reflects on the fact that society is changing things but challenges listeners by asking: What do we actually want to change?
The conversation also touches on their evolving relationships with AI tools and how this is part of their creative process in an exploratory way. They share how some of their students are exploring AI’s limitations in the physical world and reflecting on how this highlights the depth of human knowledge. They believe their work is bringing visibility to the invisibility brought by technology.
What about you? How are you shaping the future you believe in?
Assembling Tomorrow: https://amzn.to/3P3QzP7
Watch the video version of the AIGA Design Podcast on our YouTube channel: https://www.youtube.com/playlist?list=PLBsiKvJPy6IEKSanoWtz2-xFggU0ncuBM
This is the kick-off episode introducing the new season of the AIGA Design Podcast with our new theme, DESIGN + PERFORMANCE.
The theme is open for designers to interpret it in their own unique ways, bringing individual perspectives to the table. In this episode, we explore how we approach design considering the nuances of performance in creative fields.
Host Lee-Sean Huang interviews independent filmmaker Gary Jaffe about his professional journey and creative process.
They delve into multiple interpretations of "performance" and its tangible and intangible roles in filmmaking. They discuss the decisions a film director makes (and doesn’t make), emphasizing the importance of trusting the team you work with. They highlight the need to create space for individuals to fully perform their roles, allowing the team’s collective skills to shine.
For Gary, much like in business, a film carries its own vision. Setting clear goals for how the movie should look is essential, but embracing the unexpected reality is also a vital part of the creative process.
As designers, everything we experience serves as inspiration for our work. Ensuring a clear reference point from the beginning helps keep the project on track and aligned with everyone involved.
Gary believes that the way he presents himself reflects his creative identity and aligns with the style of work he produces.
What about you? How do you perform design?
Watch/subscribe to the video version of the AIGA Design Podcast here: https://www.youtube.com/watch?v=SxpZCam3dhI&list=PLBsiKvJPy6IEKSanoWtz2-xFggU0ncuBM
In this episode of the AIGA Design Podcast, host Lee-Sean Huang talks with Robert Brunner, Chief Designer at Beats by Dre and Founder and Partner at Ammunition. With over 40 years of experience, Brunner began his career at Apple when the company did not yet have a design team. He later became a partner at Pentagram before founding his own design studio.
When asked about the early years of his career, he shared that growing up in a household where both parents were makers inspired him and continues to influence his work. While in university, he initially believed civil engineering was the right path for him. However, after reflecting more deeply on his passion, he realized that industrial design was his true calling.
He founded Ammunition two decades ago, and the studio continues to thrive. Ammunition is a multidisciplinary studio that keeps the products they design at the center, making sure they create products that matter. He is also committed to focusing on the economics of product development, particularly when it comes to scaling. He shared the challenges faced in designing Beats by Dre over the past 19 years, as well as in developing Square, which democratized credit card transactions for small business owners.
When it comes to generative AI, while he acknowledges its potential to support design automation and development refinement, he believes that the connection design creates with people cannot be outsourced.
The advice Robert shared with us and tells his kids as well is that when you see yourself working on a project in the middle of the night and don’t care how late it is, you have found your passion and your purpose that will allow you to grow.
This clip is a preview of our upcoming AIGA Design Podcast with Robert Brunner, Chief Designer at Beats by Dre and Founder and Partner at Ammunition. With over 40 years of experience, Brunner began his career at Apple when the company did not yet have a design team. He later became a partner at Pentagram before founding his own design studio.
The full episode with Robert Brunner, which also happens to be our season finale, comes out on September 17, 2024.
In this episode of the AIGA Design Podcast, host Lee-Sean Huang interviews Jenn Stucker, Associate Professor and Chair of Graphic Design at Bowling Green State University. They discuss the importance of community engagement in design, the expanding definition of design as a profession, the role of design communities like AIGA in career development and standard setting, and more.
Key Topics and Themes:
Additional Notes:
Full episode coming August 12, 2024
Jenn Stucker, Associate Professor and Chair of Graphic Design at Bowling Green State University: "As a person that chairs my program, I often have to meet with prospective students and their parents. And I talk about those common notions, right? It's like, 'okay, so where did your interest come from?' And I'm sure, and I hear things like 'logos, brochures, t-shirts, you know, that's why I'm interested in this.' And I said, 'you know, those are great.' I said, 'but I want you to know it is much more than that.' And I said, 'at the heart, it's about improving everyday lives.' That is a core tenet of the way we feel about it here, and that we do that through experience and behavior. Start small, but think big. I think we all want to save the world. We all want to do really, really big, impactful things. But things happen through cultural shift and cultural change. And so, Yes, there are big flashbang things that make change happen great, you know, but there's also things that have to happen incrementally, and why not be part of that incremental space change."
In this episode of the AIGA Design Podcast, host Lee-Sean Huang explores the process of aviation branding with guest Edmond Huot. Their conversation also focuses on how to build and maintain relationships with various client and community stakeholders, including local and Indigenous peoples served by airlines and airports.
Edmond Huot is the Chief Creative Officer of Forward Studio, where he leads the New York City-based firm’s global branding practice, which focuses primarily on the airline, aerospace, and transportation sectors. A true AvGeek at heart and originally from small-town Canada, Huot started his career in the early 1990s. He has turned his childhood fascination with aviation into his career. Edmond has worked on a wide range of airlines around the world, from Hawaii to Alaska to sunny California, focusing on their brand concepts, passenger experience, and liveries.
The core of Edmond’s design philosophy centers around a deep respect for how airlines are cultural icons for their communities, nations, and the traveling public. He is committed to creating brand experiences that are authentic and resonate deeply with people. Storytelling is central to his design approach, using elements to convey an airline’s identity and values effectively.
In this special episode of the AIGA Design Podcast, Lee-Sean Huang, Senior Director of Learning & Programs, takes listeners behind the scenes of the planning process for the 2024 Design Conference (Online, October 10-12).
How do we select speakers for the conference? Why are we doing an online conference this year, and what are the challenges and opportunities around that? And how is AIGA responding to the broader context of what is going on with design associations, conferences, and the industry at large?
Listen all the way through this special episode to get a coupon code for $50 off tickets for the 2024 AIGA Design Conference.
AIGA Design Educators Community Call for Proposals: This call for proposals seeks submissions from educators, graduate students, and industry professionals that address ideas and topics connected to the theme Margins as it applies to design education and research. Proposals of 500 words or less are due by Friday, July 26, 2024. No extensions will be offered.
Does your company want to sponsor a session at the AIGA Design Conference? Or do you have questions or ideas for the conference or the podcast? Send us a message or a voicemail at podcast@aiga.org.
P.S. The 2025 AIGA Design Conference will be back in person: October 9-11 at the Westin Bonaventure in Downtown Los Angeles.
Full episode coming July 15, 2024
Edmond Huot: "What's the dream? what are people aspiring to? As a creative and someone whose job it is to provide that path for our clients to understand and celebrate what that means to be human when you travel, whether it's this perception of glamour, whether it's an appreciation of traveling great distances to see people we care about to never lose sight of that part of the equation and to figure out ways to weave it into product innovation and efficiencies of the business, that's I think an important part, that's the part that I get the most enjoyment out of...figuring out how to build stories around things that we take for granted."
Edmond Huot is the Chief Creative Officer of Forward Studio, where he leads the New York City-based firm’s global branding practice, which focuses primarily on the airline, aerospace, and transportation sectors. A true AvGeek at heart and originally from small-town Canada, Huot started his career in the early 1990s. He has turned his childhood fascination with aviation into his career. Edmond has worked on a wide range of airlines around the world, from Hawaii to Alaska to sunny California, focusing on their brand concepts, passenger experience, and liveries.
The core of Edmond’s design philosophy centers around a deep respect for how airlines are cultural icons for their communities, nations, and the traveling public. He is committed to creating brand experiences that are authentic and resonate deeply with people. Storytelling is central to his design approach, using elements to convey an airline’s identity and values effectively.
