Creative Lab, New York

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

About the Creative Lab

The Creative Lab is an intensive three day-long program designed to educate, inspire, and “future-proof” the creative output of attendees. World-class trainers provide knowledge and inspiration, bringing their expertise to life through hands-on learning and immersive experiences. Attendees will leave professionally stimulated and prepared to produce higher quality work.

For the initial series—specifically created to benefit design directors, art directors, and creative directors—attendees will hone their skills in traditional creative disciplines, build confidence in managing teams, and learn techniques to better meet the business needs of clients. Our courses are led by people at the top of their game—award-winning creative practitioners—who are eager to pass on their knowledge and experience to make you a better leader.

Attending a Creative Lab could be one of the most enlightening three days of your career. Choose to attend the entire program, or pick and choose the content that best suits your needs:

Program fees Single day rates Three day rates
AIGA Sustaining+ member $1,100 $2,800
AIGA Contributor and Supporting member $1,250 $3,200
Nonmember $1,400 $3,800

Still want to know more? Watch this video:

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

September 21: The Fine Art of Art Direction

Today, creativity needs to work harder than ever to catch our audience’s attention, so we need to set our trap with The Fine Art of Art Direction. In this session, you’ll learn how to tune the frequency to understand the delicate, precise act of sending a message on the right wavelength. We’ll look at examples in evolution, history, photography, design, and contemporary art to discover how to listen to our ideas in a way that makes their execution more effective. By the end of this workshop you will learn to:

  • Navigate in a triangulation of media crossfire
  • Make 360º projects with multiple front doors
  • Understand how brands are now inverted pyramids of consistency
  • Use details to make imagery memorable
  • Recognize co-evolution in nature also exists in creativity
  • Collaborate to elaborate
  • Be a conductor, not a soloist

Mark Bonner, founder and co-creative director, GBH London

Who it’s for:
Designers, art directors, creative professionals

September 22: Managing Creative Teams (sold out)

Want to learn how to improve the quality of the work your team produces? How to put together complementary talents? How to cajole, praise, and criticize to good effect? Through an interactive day of acquiring new skills and honing existing ones, you will emerge a more rounded creative leader who is equipped to spot what’s working and what isn’t—and how to fix it. In this session you will learn to:

  • Better understand how to recruit people
  • Define key team roles
  • 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

Alessandra Lariu, executive creative director, frog design
Nadya Powell, managing director, Sunshine

Who it’s for:
Designers and art directors who aspire to become creative directors, creative directors, account/project managers

September 23: The Business of Ideas

Trainer Patrick Collister will help you make better creative decisions. He will establish the four points of conflict that, if you create for a living, you will encounter in your career. By understanding these conflicts and learning how to deal with them Patrick can help you not only come up with ideas, but also sell them. Along the way you will:

  • Gain a clear understanding of the business strategy which underpins the brief
  • Separate the idea from the execution of the idea
  • Understand your client and your client's customers
  • Create an original idea that meets this need and then identify small changes to the idea that amplify its attractiveness to your client
  • Gain confidence in exercising creative judgement

Patrick Collister, creative director the ZOO at Google
Michael Gericke, partner, Pentagram New York

Who it’s for:
Creative people looking to better understand the line between business goals and ideas; marketing, project managers, other professionals within the creative sector who wish to become more creative and effective in the way they work


How long is the program?
Creative Lab is a three-day program, September 21–23, 2016.

Do I have to sign up for the entire program?
No, you’re welcome to register for one, two, or all three days.

Is it possible to purchase one space for our studio and send a different employee each day?
Absolutely, please specify the employees who will be attending in the appropriate fields at registration.

How many fellow attendees can I expect?
Participation is limited to 20 to ensure the most personalized experience for the group.

What is included in the program fees?
The program fees include course materials and meals. Attendees are responsible for their own transport and accommodations. Please visit our listing featuring hotels offering discounts to AIGA members.

Where does the event take place?
Attendees should report to the fifth floor conference room at the Scandinavia House, 58 Park Avenue, New York, NY 10016. 

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 7, 2016. AIGA will refund 50 percent of conference fees paid for cancellations made between September 7 and September 20, 2016. No refunds will be available after September 20.

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.