Technology may be changing the way we connect with brands, but the foundation of a solid brand remains the same. 

Six of America’s top publication designers spoke at the Abstract Conference, hosted by AIGA Maine, about how they are innovating brands like Martha Stewart Living and Newsweek by investing in new technology and taking their publications digital. One common thread: remaining true to your brand.

The six shared their thoughts about brand evolution, consumer behavior, good business, the creative process and how new technology is empowering brands. Here are my top takeaways for biotech brands:

“Before we figure out what we do; we must figure out what we don’t.” – Florian Bachelda, Fast Company Magazine

“You have to invest in the future to be in it. And if you care about your staff you have to keep innovating. – Gael Towey quoting Martha Stewart about becoming one of the first digital publications.

“In this digital age, the one constant is change. It’s scary – like the early ages of TV.” – Scott Dadich, Wired Magazine

On what does innovation look like?
“Anything that confuses, frustrates or angers me must be innovative.” – Conan O’Brien during a Newsweek shoot

“Observation is how creativity begins.” – Florian Bachelda, Fast Company Magazine

“Details Matter.” – Scott Dadich, Wired Magazine

“Art gives meaning to something that might otherwise go unnoticed.” – Gael Towey, Martha Stewart Living

“Try The Wrong Theory – consider your instincts, then do the opposite.” – Scott Dadich, Wired Magazine

“Life is the palette for what we do next.” – Gael Towey, Martha Stewart Living

“When I am working on a problem, I never think about beauty but when I have finished, if the solution is not beautiful, I know it is wrong.” – R. Buckminster Fuller

“There is a physicality of design magazines; art is not something you throw away.” – Luke Heyman, Pentagram

“Good design is more than graphics.” – Scott Dadich, Wired Magazine

“What is the creative language of your brand? Your unique visual identity?” – Dirk Barnett, Newsweek, Daily Beast

“Beautiful type is key – a craft.” – Dirk Barnett, Newsweek, Daily Beast

“Don’t wait for permission.” – Scott Dadich, Wired Magazine

“Photography is our language. It is how we’ve built our brand and become the emotional connection with our audience.” – Gael Towey, Martha StewartLiving

“When in doubt – beer.” – Scott Dadich, Wired Magazine

“Listen to what your audience wants. Keep them happy and you’ll gain a new one.” – Dirk Barnett, Newsweek, Daily Beast

“Build a few special relationships.” – Scott Dadich, Wired Magazine

“Visually stopping people – this is our challenge.” – Dirk Barnett, Newsweek, Daily Beast

“Constraint is freedom.” – Scott Dadich, Wired Magazine

“Design makes the difference. It can make a lot of information digestible and understandable.” – Luke Heyman, Pentagram

“Pay it forward.” – Scott Dadich, Wired Magazine