Beyond the Brand: Building Ideas Worth Rallying Around with Sunny Bonnell

In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Sunny Bonnell, Co-Founder & CEO of ⁠Motto⁠, about the powerful intersection of design and performance. Sunny shares her nonlinear career journey, emphasizing the importance of stirring emotion and inspiring action through creativity. The conversation delves into the essentials of brand transformation, the significance of visionary leadership, and how the design ecosystem is rapidly evolving with technology. Sunny also discusses her book, '⁠Rare Breed⁠,' which encourages leaders to embrace their unique and defiant traits as strengths, and introduces ⁠Vision Camp⁠, a program aimed at cultivating visionary leaders. The discussion explores the necessity of resilience, the pursuit of perfection in one's craft, and how to build brands around ideas worth rallying around.In a rapidly evolving industry, how can we turn our unconventional traits into a catalyst for visionary leadership and impactful brand transformation?Connect with ⁠Sunny Bonnell:⁠⁠https://wearemotto.com/⁠⁠ LinkedIn⁠ MottoInstagram Motto⁠Motto’s Vision Camp⁠Sunny Bonnell’s book: ⁠Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different⁠ Sunny’s recommendation: Jiro Dreams of SushiJoin us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – ⁠https://www.aiga.org/design/aiga-design-conference

In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Maria Fernanda La Rotta, co-founder and head of strategy at ⁠Switch Strategy⁠, about her dynamic career journey and the mission of her company to champion inclusion and drive innovation. Maria reflects on the strategic value of a design MBA, her commitment to empowering the next generation through her teaching role at Parsons, and how Switch Strategy specializes in developing niche markets for growth. The conversation also explores the challenges and opportunities within the current market, the critical importance of strategic design in solving business problems, and the evolving impact of AI on the industry. The discussion delves deeper into how inclusion drives business value, the necessity of advocating for it to enhance business performance, and the power of being a connector of ideas and people. How can strategic design be a catalyst for embedding genuine inclusion in today's evolving business landscape?Connect with ⁠Maria Fernanda La Rotta on LinkedIn⁠Switch Strategy: ⁠https://switchstrategy.co/⁠Maria Fernanda’s book recommendation: ⁠Steal like an Artist⁠Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – ⁠⁠https://www.aiga.org/design/aiga-design-conference⁠

In this episode of the AIGA Design Podcast, Lee-Sean Huang and Giulia Donatello speak with Ivan Boscariol, Senior Innovation Specialist and public service designer at the Inter-American Development Bank (IDB). Ivan shares his journey from a background in international relations to working at the intersection of design, innovation, and public service in Latin America.The conversation explores what it means to be a designer within a large public institution, and how to navigate the cultural and bureaucratic complexities that come with the territory. Ivan reflects on the importance of intentionality in design, the need to adapt innovation processes to local contexts, and why trust and collaboration are essential to driving change.He also unpacks the multiple meanings of design practice—as a verb and as a noun—and how those interpretations shift across cultures. Offering a fresh perspective, Ivan highlights the often-overlooked upsides of bureaucracy, and how structure can actually support innovation within large, complex organizations like the IDB.From the challenges of scaling solutions to the power of relationship-building, this episode offers valuable insights into designing for impact within systems that are often slow to change—but full of potential.What if we viewed bureaucracy not as a barrier, but as a material we can design with?Ivan's LinkedInDocumentary: Horizon Zero DawnBook: Good Strategy, Bad Strategy by Richard P. Rumelt

In this episode of the AIGA Design Podcast, Kinda Ghannoum shares her captivating journey from architecture into the vibrant world of graphic design, emphasizing her passion for preserving cultural heritage through the Syrian Design Archive. Hosts Lee-Sean Huang and Giulia Donatello discuss with Kinda the vital role design plays in documenting history, elevating cultural identities, and inspiring future creativity amidst political challenges.Kinda explores the nuanced relationship between her Polish and Syrian heritage, revealing how these cultural layers enrich her creative process and contribute to her distinct approach to design. She emphasizes accessibility and storytelling, underlining the significance of sharing design resources widely and effectively.The conversation delves into the broader landscape of Arabic visual identity, showcasing how each Arab country preserves tradition while cultivating unique design aesthetics. Kinda highlights Arabic script's integral role in visual storytelling and cultural representation. She also shares her experiences collaborating on the Syrian Design Archive, underscoring collective storytelling and teamwork in promoting cultural understanding and appreciation.How do you preserve cultural authenticity while embracing modern design practices?Connect with Kinda Ghannoum on InstagramExplore the Syrian Design Archive on Facebook and InstagramKinda’s book recommendation: The Arab of the FutureJoin us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference

In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Michael Kaye, Chief Design Officer at Sylvain, to explore the intersection of design, branding, and the evolving creative landscape. Michael’s journey, driven by a compelling shift from fine arts to practical design, highlights his unique approach to creativity—balancing aesthetic expression with real-world functionality.Michael delves into the nuances of book cover design, illustrating how typography becomes a storyteller's essential tool and how book jackets can function as powerful mini-brands for authors. He emphasizes the importance of context, encouraging designers to deeply understand cultural references and trends to create work that resonates authentically.With the rise of AI tools reshaping the design industry, Michael reflects thoughtfully on their potential, advocating for their role as enhancers rather than replacements of human creativity. He underscores the importance of maintaining physicality and sensory experiences in design, ensuring emotional depth and layered meaning remain intact amidst digital advancements.This conversation also touches on the challenges designers face with algorithms influencing digital experiences, highlighting the ethical considerations required to preserve authenticity and integrity. Michael’s approach champions creativity rooted in genuine human connection, meaningful engagement, and intentional performance.How do you balance innovation with authenticity in your design practice?Michael Kaye on LinkedIn: https://www.linkedin.com/in/kayemichael/Sylvain’s website: https://sylvain.co/Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California – https://www.aiga.org/design/aiga-design-conference

In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Erin Shems, a creative operations leader and entrepreneur who has built a career on getting things done. Erin’s unconventional journey started early—first going to work, then going to school—and led her to industries she’s always been drawn to, from video games to toys.Erin is passionate about mental health and human-centered processes, advocating for workplaces where people can be their authentic selves—starting with how they dress and speak. She challenges the idea that authenticity and performance are opposites, instead proposing that authenticity itself is a type of performance. We shift and adapt depending on who we’re with, how we feel, and the dynamics of our work environment.She shares insights from her years leading operations in creative industries, bridging the gap between design, marketing, and business teams. Erin reflects on how technological progress shaped her entry into the industry and speculates on the next generation’s behaviors, especially in the age of social media and AI. She also discusses workplace trends, pointing out how large companies often replicate each other’s initiatives in a “follow-the-leader” mode.Now an entrepreneur, Erin is on a mission to help people make work suck less. She offers practical advice on improving daily routines and embracing more fulfilling professional lives. Her motto? Make work fun again.How do you bring authenticity to your work?Erin’s company: ezippyco.comErin’s linkedin page: https://www.linkedin.com/in/erinshems/Substack: https://lostwallettheory.substack.com/?utm_source=global-searchJoin us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California - https://www.aiga.org/design/aiga-design-conferenceListen/Subscribe to the audio version of this podcast on your preferred platform - https://creators.spotify.com/pod/show/aigadesign References mentioned in this episode:The Cerulean Sweater Scene from The Devil Wears Prada: https://www.youtube.com/watch?v=-rDTRuCOs9gThe Straat Museum (Amsterdam): https://straatmuseum.com/enPowerhouse Museum Ultimo (Australia): https://powerhouseultimo.insw.com/

In this episode of the AIGA Design Podcast, host Lee-Sean Huang and Giulia Donatello interview author and consultant Karl Sakas ("Say Kiss”). Karl’s clients often call him their “agency therapist.” They discuss the challenges agency owners face, including misconceptions about agency ownership, pricing strategies, and the importance of understanding market rates. Karl shares insights on productizing services, revenue growth, and how to escape the daily grind of agency ownership. The conversation emphasizes the need for agency owners to work smarter, not harder, and to focus on their strengths while delegating tasks effectively. They also delve into various aspects of running an agency, including the challenges of client strategy and sales, the importance of visualizing the future of the agency, understanding cultural differences in business practices, and the multifaceted nature of performance in leadership.  Karl's latest book, Work Less, Earn More - https://amzn.to/41n4jvn  Sakas and Company - https://sakasandcompany.com/  Karl’s upcoming book, Calm the Chos: 10 Ways to Run a Better Agency - https://calmthechaos.xyz/  Recommended book - Overcoming Underearning: A Five-Step Plan to a Richer Life by Barbara Stanny - https://amzn.to/4i5bptK  Recommended book - Meltdown: Why Our Systems Fail and What We Can Do About It Hardcover by by Chris Clearfield and András Tilcsik - https://amzn.to/3X2WdoY Join us for the 2025 AIGA Design Conference, October 9-11 in Los Angeles, California - https://www.aiga.org/design/aiga-design-conference Listen/Subscribe to the audio version of this podcast on your preferred platform -  https://creators.spotify.com/pod/show/aigadesign 

In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello and guest Scott Berkun, author of Why Design is Hard, discuss the complexities of design, touching on themes such as the challenges designers face, the importance of understanding business contexts, and the role of curiosity as a superpower. We explore the concept of 'gravity problems' in design, emphasizing the need for designers to navigate organizational politics and influence effectively. The conversation also explores the myths surrounding design, the evolving identity of designers in the workplace, and the impact of AI on the future of design. Takeaways Designers often assume they know better without understanding the context. Gravity problems are unsolvable issues that designers must learn to navigate. Understanding the business context can enhance a designer's influence. Curiosity is a vital skill for designers to build relationships. Designers should focus on the value they bring beyond aesthetics. The myth of the 'eureka moment' oversimplifies the design process. Designers can influence decisions by visualizing problems and solutions. Career paths should prioritize fulfilling work over job titles. AI will change the design landscape, but human oversight remains essential. Building trust and relationships is crucial for designers to succeed. References & Recommendations Why Design is Hard (Scott’s book) -  https://amzn.to/4amlzUb  Jaguar Rebrand Video, “Copy Nothing” - https://www.youtube.com/watch?v=rLtFIrqhfng  Designing Your Life: How to Build a Well-Lived, Joyful Life (reference for “gravity problems”) - https://amzn.to/40yeM6D  Netflix documentary about Paula Scher referenced in the episode - https://www.youtube.com/watch?v=LCfBYE97rFk  Feline Philosophy: Cats and the Meaning of Life -  https://amzn.to/3C7icUA Scott Berkun’s website - https://scottberkun.com/ Watch the video version of the AIGA Design Podcast on YouTube -  https://www.youtube.com/user/AIGAdesign

In the third episode of the season of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Marta Foresti and Federica Fragapane. Marta is the founder and CEO of LAGO Collective, as well as a visiting senior fellow at ODI Global and the Moleskine Foundation. Federica is an independent information designer who has collaborated with organizations like Google, the United Nations, the World Health Organization, the European Union, BBC Science Focus, Columbia University, and La Lettura. Marta and Federica discovered each other’s work through social media and realized they shared a common motivation: using design to create impactful projects. Their mutual interest in the movement of people as a global phenomenon led them to collaborate at LAGO Collective. Through their work, they’ve come to understand that design’s power goes beyond representing data or creating beautiful visuals; it can actively perform and generate knowledge. Marta explains that at LAGO Collective, projects often begin with a desire to tell a story, followed by research, rather than starting with a research question to guide the story. Federica challenges traditional imagery used in data visualization by introducing new symbols that offer an alternative narrative. She emphasizes the importance of intentionality in the design process, ensuring that the visuals align with the intended message and impact. They also discuss how to work with both qualitative and quantitative data to craft compelling storytelling through data visualization. For Marta and Federica, their projects are not just about presenting information but about performing for the audience—engaging them in a meaningful way. Both Marta and Federica are committed to introducing new stories that influence public discourse, challenge dominant narratives, and combat misinformation. They envision LAGO Collective as a space where people can have open conversations that inspire change. What topic would you bring to LAGO Collective for a new conversation?

In the second episode of this season of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello interview Scott Doorley and Carissa Carter, professors at the Stanford d.school, discussing their career and their new book Assembling Tomorrow.  Their motivation to write the book came from the feeling of how unsettling they believe the world is right now and the belief we can craft a better tomorrow. Carissa believes Design is not just about the products we create but the experiences that create and the system that we live in.  In the book, they introduce the concept of Runaway Design and the unpredictability of technology's evolution. They delve into our interactions with materials, physical and digital, and explore the implications that might arise from it. Their book navigates in a fiction and non-fiction space and tackles speculative design methods. Scott and Carissa argue that design begins as fiction since everything is imagined before it’s created. Scott reflects on the fact that society is changing things but challenges listeners by asking: What do we actually want to change? The conversation also touches on their evolving relationships with AI tools and how this is part of their creative process in an exploratory way.  They share how some of their students are exploring AI’s limitations in the physical world and reflecting on how this highlights the depth of human knowledge. They believe their work is bringing visibility to the invisibility brought by technology. What about you? How are you shaping the future you believe in? Assembling Tomorrow: https://amzn.to/3P3QzP7 Watch the video version of the AIGA Design Podcast on our YouTube channel: https://www.youtube.com/playlist?list=PLBsiKvJPy6IEKSanoWtz2-xFggU0ncuBM