All photography in this blog is by Sofia Negron for Brand New Conference.
As marketing-obsessed creatives and strategists, we love seeking out new ideas to bring back to our client projects. One of our favorite sources for new marketing perspectives, particularly around building brands, is the annual Brand New Conference for corporate and brand identities. It’s a two-day event packed with inspiring speakers and incredible work examples from all kinds of industries, including Fortune 500 companies, start-ups and everything in between.
E&S Senior Art Director, Kristen Kelly, and Senior Project Lead, Paige Chambers, hopped on a quick flight to Salt Lake City to see what this year’s conference had in store. What they heard was a call to challenge the conventional and rethink the way agencies approach design and marketing in a rapidly evolving landscape. Below are their top takeaways.
1. Be brave and take risks.
The conference echoed a central theme: brands need to be daring if they want to stand out. It’s not enough to play it safe or follow established norms if you want to make an impact in your category or culture at large. The more a brand differentiates itself from the competition, the more it will be remembered. In a saturated market, risk-taking isn’t just an option—it’s necessary.
2. Design for people, not algorithms.
As AI and data-driven design tools become increasingly integral to marketing strategies, many speakers emphasized the importance of balancing algorithm-driven decisions with a human touch. We couldn’t agree more. While SEO and ads may be optimized for algorithms, true influence comes from understanding and resonating with human emotions and behavior. This is why it’s crucial to work with an agency partner who understands the art and science of great design.
3. Collaborate with clients to succeed.
Speakers stressed the importance of close collaboration between designers and their clients. By inviting clients into the process, design teams can foster greater buy-in and trust, making the final product more impactful. When clients understand and participate in the design journey, they are more likely to believe in and advocate for the outcome. We’ve seen the positive outcomes of this approach firsthand. When we can all contribute our unique perspectives in service of the same objective, the work is smarter and more effective.
Speaker Highlights.
Max Ottignon, co-founder of branding agency Ragged Edge.
Max Ottignon emphasized the need for brands to refocus on designing for people rather than algorithms. While there’s a place for SEO and performance, he urged attendees to find the balance between delivering results and creating human-centered experiences. “To be successful as a brand,” he said, “you need to be recognizable and different from your competitors.” He also stressed the power of doing things differently and making bold moves that resonate over time, rather than conforming to what’s expected.
Dhiya Choudary, an independent creative director previously with Magic Spoon.
At a conference focused on brand identities, you hear a lot about the importance of defined brand guildelines. However, Dhiya Choudary’s talk focused on breaking the rules of branding. She encouraged attendees to consider experimenting with new approaches and letting creativity redefine what a brand can be. While guidelines should be evergreen and reliable, it doesn’t mean they’re untouchable. Her message? Don’t be afraid to evolve if it serves your brand’s growth. When you find a new angle or an interesting approach that resonates, use it!
Jordan & Jeremy Coon, partners and co-creative directors for Brethren Design Co.
The Coon brothers are all about going above and beyond. They spoke passionately about their maximalist approach, which involves not just meeting expectations but overdelivering. Their collaborative process with clients—digging deep into positioning, personality and inspiration—helps them craft work that doesn’t just fit the brief, but exceeds it. This really resonated with us, because we at E&S take a similar approach. We’re constantly challenging ourselves to think above and beyond the current problem we’re solving. This helps us uncover new opportunities and set clients up for greater success long term.
Andy Pearson, VP of creative at Liquid Death.
In one of the most memorable talks, Andy Pearson shared his views on breaking away from corporate marketing standards. For him, the goal isn’t to create perfect, polished campaigns but to make content that truly resonates with audiences. “Forget perfect,” Pearson said. “The real challenge is making the best thing someone sees that day.” His refreshing outlook encourages creatives to take risks, avoid overanalyzing, and just get started. Pearson’s mantra: make entertainment, not marketing. In the social-first, highly connected digital world, consumers are hungry for brand-driven interactions that feel authentic and tapped into culture.
What we’re bringing into 2025.
This year’s Brand New Conference was a call to action for creatives everywhere: be bold, collaborate, and never be afraid to take risks. Whether it’s breaking away from traditional brand guidelines, designing with humans in mind, or focusing on delivering entertaining experiences rather than standard marketing, the future belongs to the brave. We’re feeling refreshed and ready to tackle business problems using marketing with a bold new perspective.