The document covers insightful presentations from SXSW 2018 focusing on the intersection of design and technology, emphasizing the importance of community-centric marketing, the evolution of visual content, and emerging trends in creativity. It highlights the need for adaptive design in a multi-device environment and the role of data in enhancing creative processes. Key topics include strategies for engaging communities, scaling design systems, and integrating data-driven insights into creative work.

1. EMAKINA
AT SXSW-DAY 2
By Uyen de Tran & Kenny Vermeulen

2. 2Emakina a SXSW / MARcH 2018
DESIGN IN TECH
REPORT 2018
TALK 1

3. Today’s most beloved technology products and services balance design
and engineering in a way that perfectly blends form and function.
Businesses started by designers have created billions of dollars of
value, and design's role in the tech industry continues to evolve. In the
4th annual Design in Tech Report, former KPCB Partner John Maeda
will provide a data-driven examination of the intersection of design and
technology and its implications for business.
Read the full the Design in Tech Report by John Maeda.
DESIGN IN TECH REPORT --------------- INTRODUCTION

4. DESIGN IN TECH REPORT --------------- THREE KINDS OF DESIGN

5. Generation B(older)
DESIGN IN TECH REPORT --------------- GENERATION B(OLDER)

6. Generation B(older)
DESIGN IN TECH REPORT --------------- INDIA AND DESIGN

7. Generation B(older)
DESIGN IN TECH REPORT --------------- LATIN AMERICA AND DESIGN

8. DESIGN IN TECH REPORT --------------- CHINA AND DESIGN

9. DESIGN IN TECH REPORT --------------- CHINA AND DESIGN

10. DESIGN IN TECH REPORT --------------- SKILLS AS A DESIGNER

11. 11Emakina a SXSW / MARcH 2018
IDEAS THAT BRING PEOPLE
TOGETHER CHANGE THE WORLD
TALK 2

12. Community has always been at the heart of the best creative
technology. From the radio to the internet, what really matters is how
new technologies bring people together. In these changing times, how
can marketers reach audiences with ideas that inspire?
We heard from Andrew Keller, Facebook Creative Shop's Global
Creative Director, on how community and technology have forged our
common past and will define our creative future.
IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

13. The goal of Facebook?
Give people the power to build
community and bring the world closer
together.
IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

14. Facebook learned
From Stories: people crave more authenticity
From Groups: people are seeking meaningful and shared values
From Messenger: people want productive relationships with brands
IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

15. IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION
BRANDS
ASTOUND
COMMUNITIES
WHEN THEY
CELEBRATE
ENTERTAIN
EMPOWER
INSPIRE

16. IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

17. IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

18. 10 TIPS FOR ASTOUNDING FEEDS
1. Identify the community
2. Listen to the community
3. Identify your authentic, shared interest
4. Define your gift
5. Give the community a role to play
6. Don’t take the front seat
7. Find a credible partner
8. Act, don’t just talk
9. Show real commitment
10. Find the right moment
IDEAS THAT BRING PEOPLE TOGETHER CHANGE THE WORLD ---------------
INTRODUCTION

19. 19Emakina a SXSW / MARcH 2018
MARKETING FOR
A VISUAL WORLD
TALK 3

20. From VR/AR to bite-sized video, storytelling has become a fragmented
medium. As a result, today’s marketers combine as many as 12-14
distinct types of visual media to achieve singular goals. Visual content is
now king, but chasing the latest trends can obscure rather than
illuminate your message. So how can you adapt in this brave new
world?
Two award-winning visual storytelling experts shared solutions that cut
through the noise, focus your message, and engage your audiences
long-term.
MARKETING FOR A VISUAL WORLD --------------- INTRODUCTION

21. 89% of marketers made content marketing their top priority in 2017.
But audiences are only reading 20% of content delivered with 600+
words.
91% of consumers prefer visual content over traditional formats
Because of this 85% of marketers used visuals in 2017 with 73%
planning to increase their use in 2018.
As visual information gets to the brain 60,000x faster than any other
form of communication.
MARKETING FOR A VISUAL WORLD --------------- THE NUMBERS

22. ● Tension keeps our attention
● Novelty engages the brain
● Emotion enhances memory
● Good stories produce the chemical need for empathy
● Our brains sync when hearing/telling a story
MARKETING FOR A VISUAL WORLD --------------- THE BRAIN

23. MARKETING FOR A VISUAL WORLD --------------- THE BRAIN

24. 24Emakina a SXSW / MARcH 2018
7 NON-OBVIOUS TRENDS
CHANGING THE WORLD
TALK 4

25. With over 100 trends predicted over eight years, this WSJ best selling
research series by trend curator Rohit Bhargava has been used by
some of the largest organizations in the world. This all new talk will
feature seven never before seen trends from the new 2018 edition of the
research series, and offer actionable tips for the audience on how to use
these trends to get ahead.
NON-OBVIOUS TRENDS CHANGING THE WORLD --------------- INTRODUCTION

26. 3 biggest challenges of today:
1. Innovation
2. Motivation
3. Engagement
NON-OBVIOUS TRENDS CHANGING THE WORLD --------------- CHALLENGES

27. CURATION IS THE
SKILL WE ALL
NEED!
NON-OBVIOUS TRENDS CHANGING THE WORLD --------------- CURATION

28. 1. MANIPULATED OUTRAGE
2. UNGENDERED
3. HUMAN MODE
4. LIGHT-SPEED LEARNING
5. ENLIGHTENED CONSUMPTION
6. DISRUPTIVE DISTRIBUTION
7. LOVABLE UNPERFECTION
READ ALL ABOUT THE TRENDS: http://www.nonobvious.com/ALLTRENDS
NON-OBVIOUS TRENDS CHANGING THE WORLD --------------- TRENDS

29. 29Emakina a SXSW / MARcH 2018
SPATIAL DESIGN
TALK 5

30. With the iPhone in 07, Apple introduced a device that changed
behaviors forever. Who remembers physically catching lift, getting
directions with a map? Websites used to be all about black
backgrounds, much more cinematic. We used to design in flash,
with an empty screen and a timeline.
With more devices and more screen sizes than ever, everything
became less immersive and more functional. Even more so, we
need to adapt to CMS for client content and languages. We create
design systems and assembly lines to make it easier: we end up in
a world where every website looks the same. How can our website
be unique?
SPATIAL DESIGN --------------- INTRODUCTION

31. We tend to forget that a web page isn’t a flat print page. We tend to
forget that our design can move.
The 3 principles that we need to retain: flow, relationship and
position. Time is on our side, meaning we can choose what to show
our users and not overwhelm them with too much information.
Does it mean we’re slowly going back to Flash and its timeline?
SPATIAL DESIGN --------------- DIMENSIONS

32. Considering we work under budget and deadlines, the possibility of
making unique websites are less because we aim for functions.
This is where we need to Choose the point of highest impact per
project, and bring dynamic Flash-thinking into certain modules.
Trista Yard of Code and Theory shares her favorite examples.
SPATIAL DESIGN --------------- THE POINT OF HIGHEST IMPACT

33. 33Emakina a SXSW / MARcH 2018
SCALING DESIGN SYSTEMS:
PIXELS TO PEOPLE
TALK 6

34. Design systems shape the experiences people have with your
products. They’re visual, tactile, emotive...and practical. They help
people get things done, and along the way shape perceptions about
products and brands. As we scale, design system teams work with
increasingly diverse groups, and the web of collaborations becomes
more complex.
This evolution requires that we consider every relationship—from
pixels to people. Come learn how we're scaling systems at Google,
Airbnb, IBM, and Microsoft.
SCALING DESIGN SYSTEMS: PIXELS TO PEOPLE --------------- INTRODUCTION

35. Creating the system is complex, but it’s the adoption of the design
system that’s the difficult part, and it’s all about building
relationships and empowering the teams that use it.
We are more and more hearing the team “inclusive design”,
having empathy in design, for both people and the brand.
How do design systems accomodate for branding? Each system
needs enough flexibility. Design systems cannot be a set of rules
but a tool that works for you and your brand.
SCALING DESIGN SYSTEMS: PIXELS TO PEOPLE --------------- INCLUSIVE DESIGN

36. Have a look at Airbnb’s animation tool Lottie
https://airbnb.design/introducing-lottie/
SCALING DESIGN SYSTEMS: PIXELS TO PEOPLE --------------- EXAMPLE

37. 37Emakina a SXSW / MARcH 2018
ART ATTACK: DATA AS THE NEW
CREATIVE DIRECTOR
TALK 7

38. We have three seconds to catch someone’s attention in this
multitasking, digital-first, skip-happy world. Creatives are being pushed
more and more to factor in audience insights, behavioral data, and
interest segmentation into their thinking. Some creative is even being
adapted in real time through automation. Let’s talk about how creative is
evolving through data, how traditional creative can better incorporate
data, and when data goes too far.
ART ATTACK: DATA AS THE NEW CREATIVE DIRECTOR --------------- INTRODUCTION

39. Example of data serving art: an algorithm tweaking 9 layers
to create more than 20.000 different pieces
ART ATTACK: DATA AS THE NEW CREATIVE DIRECTOR --------------- CASES

40. When does it go wrong? The 6sec ads preaching articles
from last year vs kids watching 7-hour programs demonstrate
that we should take studies with a grain of salt and
sometimes follow your gut. Learn from pieces of data
instead of limiting your creativity.
ART ATTACK: DATA AS THE NEW CREATIVE DIRECTOR --------------- CASES

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