Last week, Interbrand Australia Creative Director Mike Rigby spoke to a sold out crowd at the Brisbane State Library on 'Life Beyond Logos.' The Australian Graphic Design Association (AGDA), a national organization for professional graphic designers founded in 1988 with a mission to "facilitate the advancement of the graphic design profession in Australia."
The talk discussed the transition from an industry once fixated with logos and corporate identity, to one now fully embracing the full power of branding. In an era of exponential change and unprecedented financial / environmental crises, Mike discussed how brand designers have had to re-think how we create and manage brands, and even our own role within society.
He shared some recent examples of brands that have – with the help of their creative partners – managed to completely reconfigure their businesses in order to contribute more meaningfully to the world.
He shared his belief that design and branding can – and indeed should – be a transformational force, not simply a lick of paint. That it can reshape businesses, challenge perceptions, unite culture and on occasion, change the world.