Designed for Dialogue
Sector: Design and Architecture, Non-Profit Company: International Interior Design Association Discipline: Branding, Design Systems, Email, Motion
Collective D(esign) is a design-forward webinar series created to engage, inform, and inspire the architecture and design community through ongoing dialogue.
Launched during the pandemic, the program was designed to sustain connection and critical conversation at a time when in-person engagement was not possible—while remaining relevant and scalable beyond that moment.
The series examines design through the lens of its broader societal impact, exploring how culture, adjacent industries, and global shifts influence the way designers think, work, and lead.
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The program required a visual system that could:
Support quickly recurring episodes while remaining fresh over time
Clearly signal thought leadership and credibility
Work across multiple channels and formats
Reflect complex topics such as equity, sustainability, innovation, and the future of work
Rather than a one-off campaign, the solution needed to function as a repeatable program identity.
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A modular design system was developed to anchor the series across touchpoints. The strategy focused on:
Consistency with variation: A recognizable visual language that could adapt episode to episode
Human-centered storytelling: Highlighting speakers as the core of the program’s value
Cross-channel clarity: Ensuring cohesion across motion, static, and digital applications
Design decisions reinforced the program’s role as both a resource and a platform for meaningful conversation.
Collective Design
The visual system created leveraged bold, foundational graphic shapes derived from the brand’s design system. These shapes dynamically interact—signaling collaboration, dialogue, and the exchange of ideas.
Bright, energetic forms establish recognition and momentum
Black-and-white photography of past speakers reinforces credibility and continuity
Full-color imagery is introduced for new episodes to signal freshness and progression
The program was launched and sustained across multiple platforms, including:
Email campaigns to drive registration and awareness
Social media to extend reach and spark conversation
Web assets to house content and support long-term engagement
Each channel reinforced the same visual and strategic framework while adapting to its specific audience and format.
