Sunday 26.08.18, 20:00
Individual vs institutional: Navigating the architecture of design businesses (Lectures)

A partner of the legendary buro Pentagram Natasha Jen explains why and how designers should cooperate in the age of social media and individualism 

Date:

26.08.18

Time:

20:00

format:

Lectures

Place:

courtyard

Language:

english with simultaneous translation into Russian

Design studios face hard times. Nowadays quality works of independent designers are in high demand among brands. Working on own terms and creating personal brand seems more relevant than adjusting to studio’s requirements.

During the lecture, Natasha Jen will suggest how designers may unite without losing a freedom. On the example of Pentagram she will explain how cooperation will help to increase income and create more ambitious projects. Jen also will tell why traditional studios lose their clients and what independent designers may offer brands despite limited resources. The lecture is held for everyone who is interested in design, planning or running a business in creative industries or working directly with brands.

We are surrounded by ad agencies, creative agencies and talent management agencies. Agencies have become universal business structure that predominantly work with brands. But last years agency-model in the design industry is being challenged by social media economy and independent professionals.

There is no better time to reimagine design studio as a business model which allow to unite without losing freedom. Pentagram has proven to be unaffected by the seismic shifts in the tech revolution because of its unique structure. During the lecture, Natasha Jen will explain how cooperation will help to increase income and create more ambitious projects through her 6-year tenure at Pentagram. She also also suggest why traditional studios lose their clients and what independent designers may offer brands despite limited resources. The lecture is held for everyone who is interested in design, planning or running a business in creative industries or working directly with brands.

Natasha Jen is a partner at design studio Pentagram. Her clients have included Google, Chanel, Metropolitan Museum, Guggenheim Museum, Harvard Graduate School of Design, MIT Architecture and many institution from retail to universities. Natasha’s work is recognized for its innovative use of conventional media and challenging traditional cultural contexts. Jen is a three-time National Design Award nominee and has been profiled in publications of Wired, Kinfolk, Forbes and Print Magazine. She has served as Board of Directors of the New York Chapter of the American Institute of Graphic Arts (AIGA) until 2017. Now she teaches at School of Visual Arts and is a guest critic at Harvard Graduate School of Design, Yale University School of Art and Maryland Institute College of Art.

Pentagram is the international design studio forming as a cooperative. It is owned by twenty famous designers from different countries. All of them are working directly with clients independently or in collaboration with other studio’s partners. Pentagram belongs to Michael Gericke, the сreator of the interface of One Laptop Per Child (a project for children from developing countries), Michael Bierut, who designed the logo for Hillary Clinton’s presidential campaign, Emily Oberman, the author of brand identities of The Tonight Show Starring Jimmy Fallon and Saturday Night Live, Marina Willer, who developed visual identities for Amnesty International and other significant figures in the industry.

The lecture will be held in English with simultaneous translation. You will be required to leave any ID document in order to receive the equipment.