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Brand strategy

Vince Voron Pushes Change in the Role of Design at Coca-Cola

Posted by on 03 January 2014
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At FUSE 2013 Vince
Voron, AVP & Head of Design for Coca-Cola North America, discusses pushing
change to the role of the designer in an organization and what it takes to be influential as a designer.
Today, the role of the designer in a large organization is
best suited to the innovative integrator. The designer should actively help affect
change within the company as well as provoke, inspire, and connect in order to
bring about positive business change through design.
In a lot of corporations, design is misunderstood and
designers themselves are misunderstood. Designers are able to differentiate
themselves which can actually help them be great brand partners because they
are able to create visual design systems to help brands differentiate themselves
from competitors.

Check out the full interview below:

Vince Voron of the Coca-Cola Company from IIR USA on Vimeo.

To learn about FUSE
2014 click here:
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