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Tuesday, March 17 • 11:00am - 12:00pm
New Earth: A Brand for the Year 2079

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Our presentation is based on a design fiction experiment that explores the edges of branding, synthetic biology and personal identity in the wake of an environmental catastrophe. We have created a world where temperatures are sub-zero, transportation is difficult and survival is every day's adventure. For this world, brands have consolidated and evolved to offer a full identity, a sense of belonging to a tribe, all of this through products and services geared towards survival, and also entertainment. This new brand we designed not only has a full identity (name, logo, marketing channels, supply chain, services,...) but it is also a flexible maker platform in which everyone can design and grow his own clothes, devices and objects. It is a "tribe" that offers survival & excitement in an era where implantable chips, synthetic biology and virtual reality are common across all aspects of life.

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avatar for Nick Dupey

Nick Dupey

Sr design lead, IDEO
Nick DuPey is a Senior Design Lead at IDEO Boston where he focuses on brand design,systems thinking and is dedicated to leading teams towards innovative solutions that communicate the unique values and stories of each respective client.
avatar for Rodrigo Martinez

Rodrigo Martinez

Life Sciences Chief Strategist, IDEO
Rodrigo Martinez is passionate about the crossroads of design + biology at all scales. As Life Sciences Chief Strategist and Senior Portfolio Director at IDEO he tackles some of the most interesting challenges in service design in health care, life sciences, wellness, financial services... Read More →

Tuesday March 17, 2015 11:00am - 12:00pm
Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd

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