Creative Lab, New York

Welcome to Creative Lab presented by AIGA and D&AD. This program joins together two globally notable design organizations dedicated to training and development.

About the Creative Lab

The Creative Lab is a three-day professional development workshop held September 20–22, 2017, that allows you to customize your own mini-conference by choosing the coursework you want to experience. Each session balances teaching you new skills with providing sources of inspiration designed to bring the trainer's knowledge to life through hands-on learning and deliberate dialogue. Space is limited. We keep sessions small (under 25 people) for optimal dialogue and personalized feedback. Attend the entire Creative Lab and save even more on the per day ticket price. Program fees include course materials and meals. Attendees are responsible for their own transport and accommodations. The workshop will be held at And&And, 353 West 12th Street, NYC, NY 10014.

Creative Lab Workshop Topics:


Program Fees Single day rates (until September 1st) Three day rates (until September 1st) Single day rates (until September 15th) Three day rates (until September 15th)
Member $900 $2,400 $1,250 $3,450
Nonmember $1,250 $3,450 $1,600 $4,500

See our cancellation policy

Daily schedule:

  • 8:30 a.m. Check-in and catered breakfast
  • 9:00 a.m. Workshop begins
  • 1:00 p.m. Catered lunch
  • 5:00 p.m. Workshop concludes for the day

Click here to register for one or more days.

September 20: Thinking Strategically about Design

presented by Brendán MurphySenior Partner, Lippincott.

 Design is and always has been strategic—either consciously or unconsciously, either effectively or not. The work we do for clients is commissioned for a reason; it has a job to do and hurdles to overcome. The creative world and that of our client’s becoming more competitive. There are real and tangible benefits in designers developing and presenting their work in a more rounded and strategic way.

Course outline:

This one-day session is designed to give you an introduction to thinking more strategically about your design work by providing you with a broad toolkit. You will start by debunking some myths and understanding your value. Participants will be asked to come with a problem and through a series of exercises and case sharing (in groups and individually) will worth through to practical solutions.

Using case studies Brendán will share his experience of:

                    • Communications and experience by channel and audience
                    • Brand voice and communication intents (stressing the importance of context)
                    • Customer journey mapping
                    • Building presentation narrative
                    • Consensus building
                    • Using a competitive and best practice audit to build a common language

Learning outcomes: 
By the end of this workshop you will:

                    • Be able to define the problem (reinvigorate, reinvent)
                    • Write the creative brief to frame the approach
                    • Know how to undertake a competitive/best practice audit by building a common language
                    • Identify and sell the next project

 Suitable for:

                    • In-house and studio/agency designers
                    • Graphic designers
                    • Graphic designers or junior project managers wanting to think more strategically in how they create and present their work
                    • Those looking to move beyond the label of graphic ‘decorators’
                    • Those working in agencies without access to strategists or those just starting work with a strategist and wanting to work more effectively with them

September 21: Getting the most out of your Creative Team

presented by Ale Lariu, CEO of Shout and Co-founder of SheSays and Lynn Fischer, Marketing Consultant and Founder of Sorted.AI

Managing creative people is a challenge at the best of times. In this highly practical session, you’ll be shown how to build, motivate and manage your creative team. This workshop will be run by Alessandra Lariu, CEO of Shout and Co-founder of SheSays and Lynn Fischer, Marketing Consultant and Founder of Sorted.AI

Course outline:

This session is designed to coach anyone who is the leader of a creative department to improve the quality of the work their teams produce. You’ll learn how to put together teams whose talents are complementary and how to inspire better work out of these teams. From understanding how to connect with difficult individuals, to setting a creative vision and giving constructive feedback, you’ll start to see how to make your team happier and more creative. You will also gain insight into how much teams cost and what they are charged so that you can better negotiate on their behalf.

In the process you will gain a better understanding of the qualities needed by a successful creative leader and the realities of working with creative people. By the end of the session, your ability to spot what’s working and what isn’t and what to do when it isn’t, will be honed.

As always with D&AD Creative Training sessions, these ends are achieved by a busy, interactive and wholly involved day at the end of which you should emerge as a more pro-client and more rounded creative leader.

Learning outcomes:
By the end of this workshop you will:

                    • Better understand how to recruit creative people
                    • Define key team roles and understand team dynamics
                    • Set out a clear vision for your team
                    • Motivate and inspire your team even in challenging situations
                    • Use appropriate tools to manage poor performance
                    • Make time to develop the individuals within your team
                    • Improve the way your team interacts with the wider organisation and with clients
                    • Know your numbers to better negotiate on behalf of your teams

Suitable for:

                    • In-house and agency
                    • Creative directors

                    • Account managers and handlers planners

                    • Creative group heads
                    • Art directors, designers or writers who aspire to become a creative director
                    • Those in positions of responsibility who are called upon to inspire those who work for them – for instance, managers of projects that call for creativity to be employed 

September 22: How Brands Talk

presented by Vikki Ross, Vikki Ross Writes, co-founder of Copy Cabana.

Brands are talking more than ever. Online, on social, on air, on billboards, on trains, planes and automobiles – the list goes… well… on. With so many brands around and so many places to communicate their message, now has never been a better time to make sure a brand’s voice is heard. So, how does a brand find its personality and create a voice?

Course outline:

This course is designed to show you where a brand voice comes from. You’ll start by understanding how some of the most famous brands in the world use their voice well—and how some don’t. Vikki will show you how to get it right every time with essential tips you’ll put into practice in a series of short copywriting exercises. You’ll then explore brand purpose, promise and personality and in teams, create a brand and its verbal identity. Before you go, Vikki will provide solid advice on how to protect a brand with her guide to writing guidelines for colleagues and clients. Have pens and paper ready as laptops and tablets are not allowed—you’ll be writing, actually writing. And flexing your imagination, getting creative, tackling new techniques, taking on different personas and presenting.

Learning outcomes:
By the end of this workshop you will:

                    • Better understand how to recruit creative people
                    • Understand where a brand voice comes from
                    • Learned the difference between good and bad brand voices in action
                    • Know how to write in different voices
                    • Be able to create a brand purpose, promise and personality
                    • Understand how to create and protect a brand voice
                    • Have practiced effective creative and copywriting techniques
                    • Leave with techniques to get your brand message across effectively
                    • Have a comprehensive understanding of conversational copywriting

Suitable for:

                      • Anyone who works in or is considering joining an in-house branding team
                      • Anyone who works on brand development in-house or agency-side
                      • Anyone who regularly writes for brands
                      • Anyone who regularly designs for brands or is responsible for a brand’s visual identity
                      • Anyone who reviews brand copy e.g. account or project management team, marketing or promotions team  

Cancellation and registration policies

The workshop is subject to cancellation or change. Liability is limited to funds remitted for workshop registration and sponsorship fees. Your registration constitutes permission to use photos, audio, and video recording taken of you at the event for promotional and educational purposes in connection with AIGA and D&AD conferences and activities, in corresponding publications, and in AIGA’s archives. AIGA’s refund policy for workshop fees can be found using the workshop registration links listed above.

There will be a $200 fee for cancellations made prior to September 6, 2017. AIGA will refund 50 percent of fees paid for cancellations made between September 6 and September 18, 2017. No refunds will be available after September 18, 2017.

About our partner, D&AD

dandad-yellow-logo-aiga-300Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating the finest in design and advertising, and stimulating professional growth in the industry. A D&AD Award is recognized globally as the ultimate creative accolade, entered and attended by design leaders from around the world. Set to reward, promote, and enable brilliance in all areas of creative communication, a Yellow—or Black—Pencil remains the pinnacle in many careers.

But it’s much more than just awards. Members join a vibrant global community, whilst creatives and clients are inspired by a world-class training and development program. Students are supported with projects, awards, and exhibitions, which give them a vital leg-up as they enter the industry.

As a non-profit, all of D&AD’s surpluses go straight into programs that develop the next generation of creative talent while campaigning for the creative industries to help solve the world’s toughest social and environmental issues.