Innovation in Action: Highlights from Forward Festival 2024
In the fast-paced world of design, staying inspired and on top of emerging trends is more important than ever. Design conferences are the perfect way to ignite creativity, and this October, I found myself in the heart of Vienna for the Forward Festival, which brought together creative minds and professionals from across the globe. Despite the cold, the energy inside the historic Gartenbaukino, Vienna’s oldest cinema, was electric. The sold-out event featured over 20 brilliant speakers, each bringing a unique perspective to the stage.
The festival wasn’t just about showcasing stunning work—it was about diving deep into the heart of creativity. From sharing personal motivations and creative processes to tackling industry challenges, collaboration, and the future of AI, the discussions were both thought-provoking and inspiring. But one theme particularly stood out from all the ideas: how to preserve your unique creative voice in an ever-evolving landscape.
It was a chance to connect with industry leaders, meet fellow creatives, and gain fresh insights. Here are some of the standout moments and key takeaways that left a lasting impression:
1. It All Starts with a Silly Idea
Felix Chilvers, Creative Director at Future Deluxe, a global creative studio blending design, technology, and motion, talked about the innate creativity we all possess. He emphasized that, as children, we prioritize creativity, but over time, we begin to prioritize correctness. We often shy away from "silly ideas" because they were dismissed when we were younger. However, these are the ideas that can lead to groundbreaking concepts. It's time to embrace creativity without fear—even if it’s something as simple as changing the color of your Chrome interface.
2. Making Mistakes is Human, AI is Not
Cosimo Lorenzo Pancini, Creative Director at Zetafont, began his talk with the statement, "I’m here by mistake." He encouraged us to embrace mistakes, reminding us that as humans, we're not perfect, and no one can truly judge us for that. We aren’t programmed like machines; instead, we use programs to help us create near-perfect designs.
There was an interesting divide among the speakers—some were enthusiastic about AI, while others, like the "I’d rather quit than use AI" artists, took a firm stand against it. Personally, I’m still torn between trusting AI to enhance my work or staying cautious. I had the chance to explore LTX Studio, an impressive AI-powered platform for storyboarding, prototyping, and pitching. It transforms abstract ideas into detailed visual narratives, giving you full control over the pre-production process in one seamless environment. Whether you are selecting scene genres (yes, there’s even a Wes Anderson option) or building scenarios, plots, and characters, the creative possibilities feel limitless. It’s a game-changer for visualizing concepts, whether in film or animation.
But will I use it? I’m still undecided. However, I know for sure that Anna Kulachek, a designer based in New York, won’t be. She stressed the importance of traditional, hands-on techniques and the value of staying connected to manual work.
3. Times Change, and You Have to Change With Them
I was particularly excited about a talk from Studio Herrström, a Swedish design studio dedicated to transforming the music industry through innovative branding. Their impressive portfolio includes work with Spotify, Nike, and Discord, and they have helped Sony Music bridge generational gaps for iconic artists like Elvis Presley and Whitney Houston.
The studio's primary focus is on building enduring brands, especially now that there are countless options available to consumers. They emphasized that while platforms like Pinterest can be helpful, they should be used sparingly; the first step should always be to listen to the culture you’re designing for. They also warned that mood boards, while useful, can sometimes box us in and limit our creative vision by creating imaginary boundaries.
It can be challenging to break free from familiar design processes, but perhaps venturing into the unknown is exactly what we need to innovate and succeed.
4. Rejection Isn’t Always a Bad Thing
Rejection is often the top reason people steer away from pursuing certain ideas. But rejection might just be a harsher way of saying that something better is around the corner. As saying goes, "Sometimes the path not taken is the one that shapes you the most." While this might sound a bit profound, it makes a lot of sense in the context of design. When an idea is rejected, it often pushes us to come up with something even better, to explore alternative solutions, and ultimately to find a more effective way to execute the concept.
Michael Keller, founder of Blackspace, shared his experiences working with major clients. He frequently pushed them to step out of their comfort zones, which led to many rejections. But these rejections forced him to adapt his ideas to better align with the brand’s vision, resulting in more meaningful designs. One notable example is his studio’s redesign of KIA’s logo. Their goal was to create something distinctive, unlike the typical car logos. Initially, the design received a lot of criticism, with many people expressing their dislike for it online. However, over time, as people got used to the change, KIA's profits surged after 2021. It’s a clear case where rejection stemmed from an audience's comfort zone, but ultimately led to success after people embraced the new direction.
Forward Festival 2024 was a true showcase of creativity, innovation, and the evolving role of design. The diverse lineup of speakers offered a wealth of inspiration, from embracing "silly ideas" to navigating the complexities of AI, staying grounded in traditional techniques, and pushing through rejection. It was a reminder that the design process is ever-evolving, requiring us to adapt, experiment, and stay open to new possibilities.
Events like Forward Festival not only fuel individual creativity but also enhance the work we deliver to our clients. We’re excited to see how these fresh perspectives will inspire future projects and push the boundaries of design. Here's to staying curious, adaptable, and always forward-thinking!