Spring Conversations 2024: Charting new horizons for the Aotearoa design industry
Many of us find ourselves at a crossroads, feeling individually and collectively that design, Aotearoa and the world-at-large are all at a critical turning point. So, we are setting out to explore that which exists beyond our line of sight – past the immediate and the obvious.
The recent Spring Conversations held in Tāmaki Makaurau, Pōneke and Ōtautahi, presented a dynamic forum for forward thinkers to investigate our Design & New Horizons theme.
Our awesome line-up of guest speakers were tasked with choosing one idea, object or image, to present as provocation for a possible future. Then together with the audience they examined, discussed and expanded on individual and collective ideas of what design is and could be, where the value of design lies now and ahead.
Our friend Mark Easterbrook attended Spring Conversations in Tāmaki Makaurau and shares his thoughts below.
Every important journey needs a map. At Design Assembly’s recent Spring Conversations 2024, members of the Tāmaki Makaurau design community attempted to make the first marks on a map that takes us to the next horizon — or pulls it towards us. More than an industry meet-up, it was an evening of provocation, introspection, and hope for the future of design in Aotearoa.
A thoughtful welcome from Karl Wixon set the tone for the evening, grounding us in Te Ao Māori and setting a tone of reflection and possibility. His opening karakia invited us to listen deeply and consider multiple perspectives – a fitting start for an event focused on new horizons. It got me thinking: how often do we actually pause to consider the wider context of our work?
The first part of the evening, moderated by Raul Sarrot, was simple: three speakers, each with one slide and one provocation for the audience.
James Walton from PHQ kicked things off by exploring the interplay between traditional craft and emerging technologies. He didn’t pit one against the other, but instead painted a picture of a future where both could coexist and complement each other. It was a refreshing take that explored the tension between harnessing the efficiency of AI while preserving the soul and craft of our work.
Next up, Billy Baxter from Daylight shone a light on a troubling aspect of our industry: the tendency to sideline women over 45. Billy presented some stark statistics, including the fact that the global average age of a woman in our industry is just 33.9 years. It’s 2024, and yet our creative leadership often still looks like it’s stuck in the past. What wealth of experience and perspective do we lose by not valuing seasoned female creatives?
And Billy’s one slide? A recent magazine spread championing the leading creative agencies across Australasia. A spread of 20 men. I looked at it, saw many familiar faces, and realised they mostly look like me. It was uncomfortable, which is good — working through discomfort, learning to be comfortable with the uncomfortable, is the only way we can start drawing the right maps.
Provocateur number three was Karl Wixon, stepping up to present his perspective on design through the lens of Māori ontology. His model, deeply rooted in Māori creation stories, presented design not as a linear process but as a cyclical journey mirroring natural rhythms. I loved it. It felt right. A more holistic, nature-aligned method offering solutions to some of the challenges we face in design today. I know Karl has thought about writing a book on it. All I can say is: yes please. Karl has a wonderful ability to take people on a journey; he’s a mapmaker.
With these provocations fresh in our minds, Raul then set us a task, to work in four groups and workshop the challenges and opportunities facing us. James, Billy and Karl were to facilitate the conversations and — in an unintentionally amusing illustration of Billy’s point — I was asked to jump in as the fourth facilitator.
The workshops that followed were buzzing with energy and ideas. There was a palpable sense that we’re feeling conflicted and at a crossroads in our industry. The challenges we face are significant – from embracing new technologies to increasing diversity and inclusion. It was all a bit chaotic, but everyone from students to seasoned industry leaders stepped up, spoke up and started to unpack the opportunities we have to redefine what design means and what it can achieve.
First thing I noticed? People are anxious. About the rapid pace of technological change, particularly around AI. About job security and the potential homogenisation of design. But there was excitement too. Could these new technologies augment our creativity in ways we haven’t yet imagined? Can we identify the new horizons we desire and, as Karl described in his opening mihi, pull them towards us?
The lack of diversity in leadership positions was a recurring theme, with many expressing frustration at the slow pace of change. But there was hope too. There was talk of more flexible work arrangements and a growing recognition of the value of diverse perspectives.
We talked a lot about design as a tool for social change, using our skills to shape a better world. But it also raises some challenging questions. How do we balance our commercial imperatives with our desire to make a positive impact? And how do we ensure we’re not just paying lip service to important causes? There’s no definitive answers but it matters that we’re asking the questions.
As the evening wrapped up, there was a sense of possibility in the air. The conversations sparked were a casting off point. The real test will be in what we do next.
So, where do we go from here, Aotearoa designers and creatives? Are we ready to move beyond incremental changes and reimagine what design can be and do in our society? Are we willing to challenge our clients – and ourselves – to prioritise long-term impact over short-term gains? Can we find ways to amplify voices that have been historically marginalised in our industry?
These aren’t easy questions, and there are no simple answers. But that’s what makes the design world exciting. We’re in the business of solving complex problems, of imagining new possibilities, of creating a better world through our work.
Karl left us with a parting challenge — don’t rely on somebody else to do it. Do it tomorrow and the next day and the next day.
So how do we carry that energy with us, and use it to start drawing that map and pulling that horizon closer? Perhaps it starts with each of us committing to one small action – whether that’s mentoring a young designer, learning more about te ao Māori, or pushing for more sustainable practices in our workplaces.
The design industry in Aotearoa is changing, as is the world around us. We have a choice: we can resist that change, or we can embrace it and help shape it. We can stick to what we know, or we can push ourselves to explore new territories, new perspectives, new ways of working.
The path ahead isn’t clear, and it certainly won’t be easy. But isn’t that what makes it worth pursuing? Here’s to charting new horizons, to asking difficult questions, and to using our skills to create a better future.
What will you do differently tomorrow?
About the author:
Mark Easterbrook is an independent Creative Director and Copywriter who writes and creates things for brands like yours. His job is to find words and ideas that communicate what you do, in a clear, impactful and meaningful way. He also works on cultural and community projects that contribute to a diverse and thriving Aotearoa. Read more about Mark here.
