Design & Entrepreneurship Webinar & Panel Discussion

When: Thu April 24th 2025 at 12:30 PM EDT

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Watch the recording here:

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Join us to learn how successful businesses thrive and how the unique perspectives of successful founders and their lessons can galvanize the next wave of innovation.

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Human-Centered Innovation

Designers have a unique proximity to human behavior, equipped with a keen sense of observation and the ability to synthesize complex information into actionable insights. This skill set allows them to identify nuanced human needs and preferences that may not be immediately obvious. By closely analyzing how people interact with their environments and products, designers can uncover opportunities for innovation that address real-world problems and enhance daily life.

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Entrepreneurial Spirit

These insights are particularly valuable in the business world, where understanding and anticipating user needs can differentiate a product or service and drive success. Since human behaviors and needs are often layered and complex, they require continual refinement and adaptation. Designers, with their iterative approach to problem-solving and emphasis on user experience, are adept at refining these human aspects. They can pivot and evolve ideas based on user feedback and changing market dynamics, making them effective entrepreneurs.

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New to the World Innovation

Designers' ability to envision entirely new ways of meeting user needs or creating experiences positions designers as natural founders of groundbreaking ventures. With a focus on human-centered design, they are not just creating products; they are often at the forefront of creating innovative business models and strategies that resonate deeply with users, ensuring both relevance and impact in the marketplace. This role as innovators and founders highlights the transformative potential of design in business, leveraging deep human insights to create solutions that are both novel and necessary.

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Avoid the Founders Pitfalls

You think you have a good idea, but is it a viable business model? How can founders navigate the landscape of desirability and build a product that not only they love, but also appeals to a large group of users? How do you bridge the gap from building something for yourself to creating something with mass appeal?

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About our Panelists:

Brett Lovelady

CEO / CDO / Designer / Creative Capitalist

Brett Lovelady is an internationally recognized design leader and serial entrepreneur. He is also the founder of ASTRO Studios of California, designers of culturally relevant consumer products and brands that inspire markets and improve the human experience.

Brett founded ASTRO in 1994 to blend the value of design with technology and cultural insights. To date, having commercialized over 500 iconic, brands and products and helping clients generate billions in new revenue worldwide, Brett has become one of America’s design leaders, advocating for design at all levels and directing some of the world’s most culturally relevant programs.

ASTRO and Brett have also received a range of industry recognitions including the IDSA 2022 Special Achievement Award, Fast Company’s 2018 Most Innovative Companies in Design, 2x BusinessWeek Design of the Decade awards and 10 nominations for the Cooper Hewitt National Design Award.

Client project highlights include, Nike Triax Watches & Fuelband, Microsoft Xbox360 System, VIVE Branding, Shinola Electronics, WD_Black, Alienware PCs and many more. Additionally, Brett has created a launched 3 of his own product companies, including ASTRO Gaming (now owned by Logitech). ASTRO Studios was acquired in 2020 by PA Consulting a world leader in innovation & commercialization. Brett is now living on the mean streets of CA & UT.

Craighton Berman
Craighton Berman is a Chicago-based designer, illustrator, educator, and creative strategist recognized for his multidisciplinary approach that blends design, storytelling, and entrepreneurship. Craighton’s design consulting practice is guided by a background of industrial design and innovation consulting, where he works with clients to define new ideas & experiences, distill complex information, facilitate strategic conversations and tell visual stories with his distinct illustration style—all with an eye towards positive futures. In addition he is the founder of Manual, a housewares brand where he explores how objects and experiences can shape meaningful everyday rituals.

His work often centers around food and domestic life, promoting slowness and intentionality—an ethos captured in his product brand, Manual. Manual creates thoughtfully designed tools that elevate simple routines, encouraging users to slow down and engage more deeply with daily tasks.

Beyond his studio practice, Berman has contributed to the design community through teaching at top institutions and leading creative workshops. He has developed a curriculum for teaching designers entrepreneurship, helping creators navigate the Kickstarter ecosystem and bring new products to market. Berman continues to influence design culture through his commitment to creativity, craftsmanship, and cultivating a more mindful approach to modern living.

https://craightonberman.com/

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