HOW Design Live is 58 days away, but who’s counting? To give you a preview of what you’ll see in Atlanta, we’re sitting down with some of our esteemed speakers to chat about their sessions. This week, we talk with Vanessa Dewey, Art Director for Toy Packaging at Mattel. Vanessa will give us insight about working at one of the most well known brands in the world, Mattel.
TC: What do you think that the simple act of opening a new toy can teach everyone about design?
VD: Design is functional storytelling. First, the toy package is a vessel that protects the toy. Beyond that, through the structure, shape and graphics, the toy package creates a story that takes the child into the toy’s world.
TC: Where do you turn when you need inspiration to defy conventional thinking?
VD: I’ve always harbored a genuine curiosity of pushing boundaries and looking below the surface to find inspiration. There is no specific place that I can say, “That’s where I turn to.” I’m always looking– From reading about non-conventional historical figures (Right now I’m reading about Catherine the Great) to simply taking a run and absorbing my environs.
TC: What do you enjoy most about designing in-house with Mattel?
VD: By having this connectivity, you get to learn about the whole process of the development cycle so you can ultimately approach each product with a holistic approach.
TC: In regards to your presentation, what is one valuable piece of advice or information you hope attendees walk away with?
VD: In any big company, when presenting break frame ideas to key stakeholders, realize that your sphere of influence is creative, embrace it and leverage it to strategically push the envelope and take that creative risk.
TC: In the past year, what has been the most promising advance in the packaging world? What about the biggest disappointment?
VD: A disappointment for me (and not just for the last year) is sustainable packaging. There are many alternatives out there, but they are still cost prohibitive if you need to produce large runs. But the fact people are continuously exploring new options gives me hope.
Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.
