Oct 7, 2014
Marketing and Design Leaders Talk Inspiration and Why Design Matters
Hear from leaders from Kimberly Clark, Jim Beam, Method, Fresh Market, Cross Pens and Osram Sylvania.

As part of the next installment of our multimedia series—Package Design Matters—we spoke with nine design experts from leading global brands, including Kimberly-Clark, Beam Suntory, Osram Sylvania and Method, discuss inspiration and how to deliver real-world business results. They shared the challenges, opportunities associated with today’s business climate and gave advice for reaching your next breakthrough.

These experts include Alex Blake, graphic designer at The Fresh Market; Andrew Gillespie, former vice president and global creative director at A.T. Cross and current director of product Development at Coolgear; Andy Kurtts, design manager at The Fresh Market; Beth Positano, associate creative director at Beam Suntory; Christine Mau, design director, Europe, Middle East and Africa; Craig Niedermaier, associate creative director at Beam Suntory; Deena Keller, design lead, Method Products; Marrie Luce-Barton, corporate identity and design manager for the company for Osram Sylvania Inc.; and Saskia van Gendt, captain planet, Method Products.

Topics range from the effects of the quickening pace of business on the creative process to how technological advances enable designers to work more quickly, from exposure to and practice of artisan crafts for inspiration to leveraging tools such as stock photography and vector art, from how individual passions can help create solutions for businesses to best practices for team collaboration, and more.

More than six hours of raw footage was shot for this edition. With the experts hailing from packaged goods verticals as diverse as consumer electronics, lighting, cleaning products, personal care, wine and spirits, and office products, we knew this would be an excellent time to address multiple packaged goods verticals and be able to offer strategic advice that would cut across categories. I hope you find both the video and article education and entertaining

The most engaging moments from that footage are compiled into the video above. For obvious reasons, we didn’t include the multiple hours of raw footage. For more inspiration and strategic advice from these experts, check out the article in the September issue of Package Design magazine.

If you have a suggestion for future interviews with marketing and design experts at leading consumer packaged goods brands, whether they market and manufacture food, beverages, household goods or anything else that’s sold in package, please email your suggestions to me at linda.casey@stmediagroup.com. And be sure to check out the other videos in this series by visiting the Package Design Matters Video Series page.