Brendán Murphy

Pushing Beyond the Margins: Designing for the Human Algorithm

It’s getting harder and harder to design against the sea of sameness. While our content channels have expanded, our design world has seemingly become smaller. Why? We’re all using the same tools, machinery, and reference points, designing for the same performance and social algorithms. We’re constantly optimizing in this world for “likes" and "shares," and in turn, forgetting the inherent humanity behind what we’re creating. What's more, it might just be impacting our creativity in design, music and storytelling. We’re being engineered by our technologies, conditioned to fit inside of margins that were created for us, by us. Brand matters because it makes businesses stand out. Design makes brands stand out. So, how can we force ourselves outside the margins, and in turn, create brands that are bold, make noise, and embrace and own their differences in culture, economic status, gender and age? Led by Brendán Murphy, Global Creative Director at Lippincott, this presentation will explore: • Designing for a deeper purpose • Shifting from the social to human algorithm • Avoiding the pitfalls of group think • Balancing using technology for its limitless potential without letting it confine us • Forging your individual path to make an impact on the world including the wheelchair accessibility symbol and NYC Pride’s new logo. Related video: The Aftershow: Brendán Murphy, Global Creative Director at Lippincott - https://youtu.be/crv5HAPmm0k