Digitalisation is obviously a fact and we all know its influence on communication. Yet its impact on brand design has not been wildly discussed, even though in our daily business we all see new challenges it caused – new consumer and client expectations, new competencies of designers, new agency models. Some call it new opportunities, some fear the change – that’s why our idea was to invite branding experts from all over the world – both from client’s and agencies’ sides -  to share and discuss their point of view on the issue. And indeed - we heard some really interesting ones.  One of the participants said: in times when the word “inspiration” is so overused and often meaningless, this conference was REALLY INSPIRING.


The key learning from the conference can be expressed in one sentence: The future of design in the world that is digital is to create experiences focused on WHAT MAKES US HUMAN.


The human aspect was predominant in almost all the presentations:


  • about being business romantic (so value the power of unnecessary, create intimacy, not only be known, suffering (a little) to be human
  • about branding being more human-centric: so going from slogans to brand purpose, from using just a logo to creating own language that consumer can engage with
  • about creating delightful experiences that will have the power to create memories


Humans are usually afraid of changes, thus there might be some fear connected with the influence of digital on design, but as one of the speakers pointed out “Digital goes fast and doesn’t ask for permission” – so there is no other option but embracing the change , as the borders of real and virtual just vanish on our eyes.


And after all the good news is that, unlike advertising, design can’t be “skipped”


Malgosia Pawlik-Leniarska

epda Board Member


Stora Enso

Recreate Packaging Awards Ceremony 2018


Kids Food Packaging was the theme of the Competition 2018. Stora Enso invited all epda congress participants to the entertaining award ceremony; a true feast for the eyes, completed with a dinner and smashing roof-top party.


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