09/30 - Kevin Clark, User experience innovation

In this first class, professor Yamazaki told us about the purpose of the course "information design" and the schedule.

The purpose of the course is very interesting and a very important subject, it's the search for a "original design approach". Lately the originality it's a very rare subject. The designers tend to lose their personality and absorbs the identity of the company they start to work. So in this course we will try to create our own identity as designers.

After this first class, we attended to a very interesting presentation that was given by Kevin Clark, the president and founder of Content Evolution LCC Worldwide.

In this presentation Mr. Clark told us about the important elements of a successful brand. He used as example, successful cases. To create a good and strong brand that can survive for a long time, we need to be aware of the relevance of the brand, "why do we need this brand? ", then we need to pay attention to the context, the economical and cultural changes that the brand needs to follow in order to endure. And other important aspect is the mutual benefit, so when all the people involved (clients, manufacturers, stakeholders, etc.) can visualize their benefits, good relationships will be maintained and even in times of crisis the brand will find its way to endure.