The Future Brand
Filmed on October 15, 2011, at “Pivot: AIGA Design Conference”
About this video
Wolff Olins’s CEO Karl Heiselman shares how changes in culture and society are forcing both companies and consumers to think and act differently. Based on new research from Wolff Olins, he explores the characteristics that are going to matter most for companies and organizations to thrive in the future, and how design is more critical than ever for brands to win the hearts and minds of consumers.
Speaker bio
Karl Heiselman is the CEO of Wolff Olins and the driving force behind the company’s ambition for clients and optimism for the world. He leads the global business by shaping its strategy for growth and encouraging excellence in its creative work. With over 20 years of branding and design experience Heiselman has helped create game-changing work for Wolff Olins’s clients including (RED) Skype GE PwC Unicef Current TV New York City and Mercedes-Benz. He has expanded the company’s capabilities to include product development brand-centric innovation and creatively led business strategy. Trained as a designer Heiselman firmly believes in the value of creativity to drive positive business and social impact. Prior to joining Wolff Olins Heiselman founded the San Francisco–based design studio The Farm where his clients included Apple American Express FedEx Swatch and HP. He also spent two years as the executive creative director of the Swatch Lab in both New York and Milan. During his two-year tenure there Heiselman directed four 60-piece collections which were credited with revitalizing the Swatch brand around the world. And earlier Heiselman was a design director at Apple where he first learned the importance of design in business. Heiselman attended the Rhode Island School of Design and studied graphic and industrial design. He is a frequent media commentator and often speaks on brands and creativity at conferences and events around the world. Recently he spoke on design-led business strategies at the abcDesign Conference in São Paulo Brazil and will speak on the retail bank of the future at the upcoming Economist European Retail Banking Summit in London.
