Between The Lines

Words and Photos: Mark Busse

The buzz of Seattle Design Week is fading and I’ve settled back into my regular work routine. We’ve already expressed some thoughts and opinions on the experience here, while others have expressed their, uh, shall we say less than positive impressions of the event.

Now that it’s all said and done, how do I feel about the entire conference as a whole? Well, let me consider why I came in the first place. Did I come for goody bags or prizes? Did I expect eloquent, life-changing presentations by experienced public speakers? Was I expecting the conference to empower me with practical take-away knowledge skillfully focused on the theme of Defining Design on a Changing Planet? Surely the presentations from design industry leaders with their thoughtful, academic expressions and opinions on the state of design in the current global zeitgeist are the primary take home. That’s why I was there, right?

Not really, no.

I could certainly chime in with complaints about aspects of the conference. Heck, every conference I’ve ever been to has had flaws. They always do. You try to organize something of that magnitude! I suppose an intimate design camp in the woods would be a wonderful experience, but even that event wasn’t as much focussed on the thrilling speakers as it was the networking and exchanging of ideas.

This brings me to my point. Why I was really there in the first place. With recent world events on my mind, I returned home to Vancouver with a heavy heart as I too wondered “Is that all?” and “What now?”. The event’s tagline Why Are We Here? seemed a suitable question as I tried to make sense of the experience and was on my mind as I found myself questioning what the conference’s theme “Defining Design On A Changing Planet” was about as we sat through the various presentations. But in retrospect, it was what happened BETWEEN the presentations and events that resonated loudest for me. It always is in situations like this. Lectures, seminars and events can be informative, powerful and thought-provoking, but the real benefit of the conference is connecting with old and new friends, sharing ideas and debating topics and issues that arise.

Getting caught up in the attendance or whether a presenter had the style and grace of a skilled ToastMasters graduate is to miss the point entirely. Sure, not every talk was perfectly focussed on the theme or eloquently delivered, but I was moved and humbled by the skills, passion and dedication of those who participated. Some of whom had travelled half way across the world and struggled with their English as they expressed themselves. To overtly criticize them for their delivery seems somewhat hypocritical to me as I sometimes struggle and nervously fumble in front of a crowd, let alone an international design audience. Yikes.

For me anyway, there really were some great moments and some valuable information learned during the week, but the new relationships formed with like-minded professionals from around the world were the real delight. I met designers young and old from countries as far away as Brazil, Denmark, Korea, Lebanon, Hong Kong, Italy, Netherlands, Qatar, Singapore, South Africa, Turkey, and Zimbabwe. Have you ever met a graphic designer from Zimbabwe? Me neither.

Before the main conference began I was honored to attend the Icograda Regional Meeting where leaders from design organizations such as AIGA, GDC, GAG, IABC, AtypI, SEGD, UCDA, APDF and even UNESCO discussed trends, challenges, influences, education, and the future of our profession. It was a rewarding and humbling experience. I have to admit that I’d never even heard of some of the associations. Some of these characters were famous names in the design field, other people I’d only ever corresponded with via email or read their comments on blogs. Putting names to faces as we exchanged cards was terrific, but like much of the week, the conversations over lunch about other designers’ lives and practices in other countries were the real highlights.

During the rest of the week there were gallery shows, design exhibits, studio tours and receptions where we sipped glasses of wine with colleagues and new friends, discovering that we shared many of the same challenges and frustrations in our design practices. On the way to one such event our team literally had most of the bus singing along cheerfully. On another day we found ourselves in an impromptu international circle participating in heavy debate and discourse over issues such as globalization, inspiration and collaboration with designers in other cultures. I even heard introductions and conversations initiated in washrooms between lectures.

During the day, I met dozens of wide-eyed students eager to learn more about opportunities in various countries. And at night, unique groups spontaneously formed such as the seven international design instructors I joined for a dinner hosted by Adobe. Good times, good food and plentiful drinks were balanced against serious discussions about cultural trends, technological developments, and global design education opportunities. In the Trade Show area, sponsor design companies such as Aquent, Microsoft, Sappi and IdN showcased their products and answered attendees’ questions. This was yet another site where, between seminars, more connections were made and issues flushed out.

And of course, the host city of Seattle provided copious opportunities of nighttime fun as friends and I explored the city’s neighbourhood pubs, intimate local restaurants, electric jazz clubs and sketchy rock bars. One notable characteristic of Seattle I’d never noticed before was the proliferation of thoughtful typography and striking graphic design solutions. Even street signs seemed to be designed and typeset better than back home.

Later in the week I had the rare opportunity to to tour the studios of well-known Seattle design firms such as Methodologie, Girvin, Fitch and Hornall Anderson Design Works. Some firms tried to create inspirational design spaces with ultra calm environments like Girvin’s attempt at Japanese Zen meets Art Gallery, while others created a modern, clean space such as Hornall Anderson, who even had a typography room with a working letterpress for design staff to play with. But perhaps most interesting was the massive creative space occupied by Starbuck’s design team as described by our friend Michelle Sourisseau.

And then there was the drinking. Where you find designers, you will often find alcohol. So many great conversations were spurred on by double tequilas and bottles of Washington State Chardonnay. Not a good mix I came to discover, but many of the best social interactions and new friendships happened over drinks and laughs. They always do. I heard it before: professional conferences are as much about what happens in the hallways, bathrooms and bars as it is during the lectures and events. For me especially, the value of the Icograda Seattle Design Week was found in the new relationships forged, the sharing, the dialogue and the laughs that occurred between lectures and events – the stuff found “between the lines”. That’s where the real experience lies. That’s why I was there.

So I end this final entry about Design Week with this: The next time you arrive at a conference, try to remain receptive to the passion and dedication of the individuals that gave up their free time to travel long distances to share and learn, the experiences between the lines will be much more enjoyable. If you arrive at an event with a negative attitude, you will be predisposed to dislike the experience. Oh, and about that question, “What now?” well, I don’t know. But I do know that design is more powerful and relevant than ever. And a brief look at history tells us that a simple poster can affect peace, social justice and environmental movements. Design can change the world. And the world has never needed changing more dearly than now.

Posted by Mark Busse

Tags: Articles