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This year, the theme for the RGD’s DesignThinkers conference is representative of how many designers approach their craft: bold and without apology. ‘Speak the Truth’ is a concept we created that focuses on exposing the truths behind design, in a humorous, relevant, and sometimes provocative manner.
Along with the foundational challenge of creating excitement and interest for the conference, RGD also wanted to increase awareness of the website to
We tapped into the foibles, stereotypes and clichés we've all come to associate with design. Clichés like our obsession with wearing black. Or the fact that many of us would rather obsess over a typeface than read what it says. All of those design truths were turned into clever headlines. Self-effacing, but in a way that says, “Every one of us has experienced this at some point in our careers." Ultimately, ‘Speak the Truth’ asks us to take a look in the mirror and laugh at ourselves. We let the truth become our identity. Using just words, we turned design clichés into truthful posters, truthful conference materials, truthful lanyards, truthful t-shirts, and even truthful tote bags. All of which was achieved by simply using typography and every designer’s favourite colour as the backdrop.
The ‘Speak the Truth’ theme for the conference broke through and earned the respect and attention of designers across Canada, successfully exceeding expectations:
• Strong ticket sales: Compared to 2017, RGD collectively saw an increase of over 15% in attendance for both Toronto and Vancouver. They also noted a 25% increase in paying tickets – which applies to both 2016 and 2017!
• Increase traffic to the website: Over the course of the campaign, RGD noted an incredible 65% increase in website traffic, compared to 2017.