ASCENDIS was at RGD's Design Thinkers 2024

The Ascendis Team (represented by Norma MacDonald, Paul Lapkin, Meg Squires) was at Association of Registered Graphic Designers (RGD)'s DesignThinkers conference, and spent the day learning from some of the best design experts from around the world, discovering new intersections of design, branding, and AI.

We heard resounding themes around the soul, challenging us to start from a place of authenticity. Realizing purpose, style and individuality as a prerequisite to creating brands that empathize and connect on a level that reach far beyond mere execution, to the edges of raw, unapologetic truth.

Here were some insights from our favourite talks:

Annie Atkins on Film Design — Annie shared her journey from design to film props, showing how every detail, like in The Grand Budapest Hotel, builds immersive worlds.

Leland Maschmeyer on Brand Culture — Collins’ CEO talked about the impact of brand storytelling, with examples like Bose and the viral Equinox “We Don’t Speak January” campaign.

AI Ethics with Thas Naseemuddeen & Ricardo Diaz — Omelet’s leaders discussed how to responsibly balance AI tools with design, introducing innovative tools like Runway ML.