Armin Vit

DC14_ArminBorn and raised in Mexico City, Armin Vit is a graphic designer and writer now living in Austin, Texas. He is co-founder of UnderConsideration, a graphic design firm and publishing enterprise all rolled into one. While he has written for most of the well-known trade publications, he is better known for his writing on the blogs that make up the UnderConsideration online network, as well as from the books he has co-authored with his wife and partner, Bryony Gomez-Palacio. Armin spends a modest time on the road lecturing and serving on design juries. Through UnderConsideration’s Department of Design he designs corporate identities, books and web sites for a few clients.


Louise Fili


Louise Fili is principal of Louise Fili Ltd, specializing in food packaging and restaurant identities. Formerly senior designer for Herb Lubalin, Fili was art director of Pantheon Books from 1978 to 1989, where she designed over 2000 book jackets.  She has received awards from every major design competition, including Gold and Silver Medals from the New York Art Directors Club and the Society of Illustrators, the Premio Grafico from the Bologna Book Fair, and three James Beard nominations. In 2004 she was inducted into the Art Directors Hall of Fame. Fili has taught and lectured on graphic design and typography and her work is in the permanent collections of the Library of Congress, the Cooper Hewitt Museum, and the Bibliotheque Nationale. She was the recipient of a National Endowment for the Arts design grant to study the work of W.A. Dwiggins, and is co-author, with Steven Heller, of Italian Art Deco, Dutch Moderne, Streamline, Deco Type, Cover Story, British Modern, Deco Espana, German Modern, French Modern, Typology, Design Conoisseur, Counter Culture, Stylepedia, Euro Deco, Scripts, and Shadow Type. She has also written and designed A Civilized Shopper’s Guide to Florence, Italianissimo, and Grafica della Strada, and teaches every summer at the SVA Masters Workshop in Italy. A best-selling monograph of her work, Elegantissima, was published in 2012.


Ty Mattson


A design practitioner who is as comfortable defining brand strategy as he is executing it, Ty Mattson is the rare designer whose business acumen is as strong as his creative ability.

This unique combination of strategic creativity can be seen in his projects for Apple, Billabong, Cartoon Network, CBS, Coca-Cola, Discovery Channel, DreamWorks, Hasbro, Mattel, Nickelodeon, Showtime, Universal and others.

His work has appeared in numerous professional publications and has been recognized for excellence by the leading design competitions including the One Show and Communication Arts.


Cap Watkins

DC14_CapCap Watkins is an interface designer living & working in Brooklyn, NY. He’s a Senior Design Manager at Etsy, conference speaker, podcast guest, blogger and lover of startups and technology. Cap believes in thoughtful, holistic design solutions that get out of the way and empower people to accomplish more. His past work includes Zoosk, Formspring and hush-hush stuff at Amazon.



Sue Crolick


Sue Crolick began her advertising career in the “Mad Men” era, and actually wore those seamed stockings with garter belts! She was the first female art director at two of Minneapolis’ largest advertising agencies, then opened her own design firm. Sue won the top awards in her industry, including Golds from the One Show and New York Art Directors Club, Best of Shows and the Silver Medal from the Advertising Federation of MN, plus recognition for excellence in Communication Arts, Graphis, Print and AIGA.  She served on AIGA MN’s board and is honored to be an AIGA Fellow. Sue will tell what it was like to be a woman in a man’s world. She’ll share dramatic events in her career and personal life, and describe how a scary illness inspired her to start Art Buddies, a creative mentoring program for inner-city kids.



Host and Emcee: Brent Stickels

Brent Stickels is a co-founding partner of YYES, a design studio established in 2000 and headquartered in Los Angeles with offices in Minneapolis and Boulder. A writer and designer with a background in advertising and film, Brent and his studio work with clients undergoing substantive transitions to their brands, business models, and communication strategies.