Expert’s Corner: Margaret Hartwell

As HOW Design Live gets closer, we’ve reached out to speakers from all four creative conferences to give us a sneak preview of the expertise and perspective they’ll bring to the event. Check back often for new Q&As from your favorite and soon-to-be favorite creatives! This week, learn more about Margaret Hartwell.

Margaret HartwellHartwell—strategy consultant, educator and coach—brings a unique sensibility to HOW Design Live. Her HOW Design Conference session with Joshua Chen, “Archetypes in Branding,” delves into the cultural symbols we use to understand our world, and the ways we can use them to produce powerful design.

When you get stuck in a creative rut, how do you break free?
I am a strong believer in “state changes.” Do anything that changes my experience of the current reality: nature, music, exercise, scents, animals. I find the muse when I am most connected to my own authentic essence.

If you weren’t a designer, what would you be?
There is no way for me not to be a designer. I apply design principles and thinking to everything I do. It’s the water I swim in.

What does San Francisco bring to mind? What do you plan to do while you’re there?
As a culture junkie, San Francisco fuels the idealist in me. San Francisco and its environs are a gorgeous bubble of consciousness, connection, creativity and possibility.

Can you tell us where the idea for your session topic came from?
branding tipsThe genesis for the topic, “Archetypes in Branding,” is rooted in my experience of the intersection between archetypal psychology and brand strategy. The session is based on the content from my book, Archetypes in Branding: A Toolkit for Creatives and Strategists.

What are you most excited to share with session attendees in San Francisco?
The power of archetypes to amplify the emotional connection between a brand and its stakeholders and move engagements from transactions toward relationships.


Don’t miss Margaret Hartwell’s session or all the other expert advice. Register for HOW Design Live today.

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