PDX Design Week: All About the Story

Sitting elbow to elbow with first-class brands and media at our Once Upon a Design panel at Design Week Portland this April, I had one beaming thought in mind—it’s all about the story.

I had the pleasure of being joined by Dena Blevins (Creative Director, Global Promotions & Brands for Starbucks) and Kia Makarechi (Story Editor and Associate Director of Audience Development for Vanity Fair) to get an expanded view of the industry. From publications to in-house branding to communications, we explored how our unique perspectives of storytelling are evolving as culture and technology change—how does the explosion of digital media channels change the creative process? How do we balance data with artistic instinct? 

In our discussion, we talked about how the creative sector is typically on its own island, but the benefits of integrating seamlessly with marketing, PR and advertising groups are monumental. Traditional methods of integration are undergoing a rebirth, so how will this affect people who’ve spent years in the industry? We dialogued about how to redefine the creative approach—from concept to strategy to execution. Because at the end of the day, we’re all storytellers creating a visual narrative to capture and connect to an audience.

As Dena eloquently put it, “Tell a story in a way that leaves it unfinished, and respect the intelligence of your audience.” 

Kia made a great point that data is good, but should always be taken with a grain of salt. Stories can get thousands of impressions, but it’s important to recognize which ones are really valuable to a brand and your readers. You have to cut through the noise and strike the right balance.

As a storyteller and a designer, I made a conscious decision to join a PR agency that was making a bold transformation into a communications firm. I’m excited to experiment with what the future of communications will look like, and I’m proud to be part of a place that embraces creativity and culture. This event was a shining example of that—so let’s keep the conversation going.

Connect with the author, Anne Milan Alo, on Twitter and LinkedIn.