The Dieline Package Design Conference Speakers

The Dieline Package Design Conference speakers have plenty to teach you about creating
brave, relevant and dynamic package design. Learn more about the veteran package designers
sharing their insights at this year’s conference.
Details on who will be joining us coming soon!

Stephen Baird
Chair, Intellectual Property Department
Winthrop & Weinstine
Stephen Baird has helped clients navigate the many intellectual property legal minefields, and still achieve their business goals, for more than two decades. He founded and leads the Intellectual Property Department and Trademark and Brand Management Group at Winthrop & Weinstine. His passion for brands and working closely with members of the design community is well established. He is an award-winning author, a recognized thought-leader and frequent speaker on the legal implications of branding. In addition to many other publications, Steve is the lead author on the firm’s highly acclaimed DuetsBlog, a daily blog dedicated to bridging the gap between creativity and the law.
12. The Intersection of Design and the Law - DPDC
Jen Bilik
Knock Knock
The owner and founder of Knock Knock, Jen Bilik has a background in book editing, writing, design, and arts and crafts. Knock Knock’s witty, design-driven books, gifts, and stationery products are sold in 6,000 stores across the United States and also have extensive international distribution. Since launching Knock Knock in 2002, Jen has performed every role and made every mistake. Now she’s lucky enough to write about it.
Will Burke
Principal and Chief Innovation Officer
CB'a Brand Engine
Will’s passion lies in bridging strategy and design to solve complex issues with great insight and straightforward solutions. Formerly with Landor Associates, Lister-Butler and Axion Design, Will’s 20+ year history includes major branding and packaging programs for MasterCard, Shell Oil, Hewlett-Packard, Intel, Logitech, Foster’s, Frontier Natural Products, Plum Organics, Mighty Leaf Tea, Chiquita, Nestlé and Tropicana. As a featured speaker and author, Will’s unique perspective has been spotlighted by Package Design Magazine, Entrepreneur’s Organization,,, Shelf Impact! and HOW magazine. When he's not collaborating with clients or spreading the word on the value of branding, you can find Will motoring on his vintage Ducati café racer on Highway 1.
17. Bad Package Design is Everywhere - HDC
Hamish Campbell
Creative Director
Hamish is Creative Director of Pearlfisher’s New York studio, leading and inspiring the design team by setting the creative standard – continually encouraging our designers to demonstrate brilliant conceptual thinking and strong design craftsmanship. He brings his excitingly diverse international experience across branding, packaging, retail and print design to the studio. Prior to moving Stateside, he worked with some of London’s leading design consultancies, fast developing a strong track record for innovative design, including award-winning work for iconic brands such as Johnnie Walker, Bacardi, Ferrero and Nike.  In all aspects of his life, Hamish believes in pushing boundaries and discovering the unexpected, while relishing the simple and the everyday; and it’s this dynamic yet down-to-earth stance that makes him the perfect fit for Pearlfisher New York.

18. The Importance of Risk Taking, For Better or Worse - DPDC
Alex Center
Senior Designer
The Coca-Cola Company
Responsible for the graphics, packaging, retail, interactive and industrial design vision for a portfolio of brands like vitaminwater, Powerade and smartwater, Alex’s work spans design from conception through commercialization. Before vitaminwater was purchased by Coca-Cola in 2007, Alex was instrumental in the launch of the vitaminwater brand and remains a guiding figure in the brand’s continued success. In 2011, Alex was named one of the world's 200 Best Package Designers by Lurzer's Archive magazine.

3. Stay Thirsty, Stay Foolish. The Story of Vitaminwater. - DPDC
Ben Cleaver
Managing Director
Blue Marlin Brand Design
As Managing Director of Blue Marlin Brand Design’s New York office, Ben Cleaver directs the group’s strategic and creative growth while also serving as a senior consultant on key client projects. Fascinated by different cultures, design, and the role brands have in our everyday lives, Ben dedicates his time to applying this perspective to business and clients. With a wealth of global branding industry experience spanning the US, the UK, Spain and France, Ben has a built a strong foundation in brand strategy and client relations, having directed numerous successful global rebrands for clients such as Unilever, Shell, Coca-Cola, Britvic, GSK and Moet & Chandon. 

15. Lean Mean Design Machine - DPDC
Joseph Duffy
Design Director
Duffy & Partners
Literally born into the industry, Joseph has only wanted to follow in his father's footsteps. From his early days with crayons to his current post as Design Director at Duffy & Partners, he still credits his greatest asset as being a sponge. Joseph started his career at Fallon in the production and interactive groups working on projects such as BMW, Timex, and Purina. In 2004 he left with the family name to help start Duffy & Partners. He has received industry accolades for his work on numerous brands including Aveda Men, Herradura, Nice Ride MN, and Brewery Ommegang, to name a few—but his greatest feat is raising his family.

4. Brand Ennobled—Honoring Equity and Reviving Relevance - DPDC
Johnny Earle aka Johnny Cupcakes
Johnny Cupcakes
At age 19—with a learning disability and no investors—Johnny started an independent, family run, multimillion dollar, experience-based t-shirt brand out of the trunk of his beat up '89 Camry. Johnny does not sell baked goods, however, he sells and displays t-shirts with dessert-themed graphics on them inside of refrigerators and vintage ovens at his frosting-scented faux-bakeries in Boston, Los Angeles and London. Although Johnny tricks hungry people daily, JC has dedicated customers around the globe who camp out for days for his special edition t-shirts, while thousands of die-hard customers have the brands logo tattooed on themselves.

Johnny has been recognized for his innovative business strategies; he has been named America's #1 Young Entrepreneur by BusinessWeek as well as placed #237  in Inc. Magazine's top 500 fastest growing independent businesses. The Boston Globe recently named Johnny as one of the 30 most innovative businessmen in Massachusetts. Johnny Cupcakes has also been featured on NPR, MTV, CNN, The Wall Street Journal, Entrepreneur Magazine, Web Marketing for Dummies, The New York Times, MSNBC, The Big Idea with Donny Deutsch, Wired Magazine, WWD, NYLON,Computer Arts, The Los Angeles Times and as a case study in numerous text books.

Reinventing Your Ideas: How the Little Things Yield Big Results - HDC, DPDC, IHMC, CFC
Terri Goldstein
Principal and Founder
The Goldstein Group
A marketing visual brand strategist who for two decades has restaged over 200 of America's most beloved brands, Terri views brands as living, breathing entities.

At The Goldstein Group, Terri and her team create iconic package designs and branding initiatives informed by client, consumer, and competitive insights. Under Terri's direction The Goldstein Group has breathed new life into brands that on average, gain an increase in market share from 25% - 35% in year-to-date ROI. Both leading and challenger brands such as Bayer Aspirin, Pam, Gulden's, ACT Mouthwash, Luden's, One-A-Day, Aqua Net, IcyHot, Ajax, Heinz Ketchup, Shaklee and MoonPie, to name a few, have benefited from Terri's shelf strategies to gain consumer reappraisal and rediscovery, in 5 seconds or less.

Terri is the author of breakthrough research on consumer behavior, recall and sensory motivation in the retail environment and is launching her first book, Seconds To Seduce You - The 5-second Specialist.  She is a frequent speaker at industry conferences and contributes regularly to such publications as Brandweek, Advertising Age, Marketing Daily, Package Design, Retail TouchPoints, Brand Packaging and Graphic Design USA. Terri is a faculty member of the In-Store Marketing Institute, guest teaches at FIT and serves on the Business Development Board of the CHPA.

7. Generation Jump! When to Rewind a Brand or Fast Forward It - DPDC
Tim Hankins
Head Designer
The Honest Company
Born in Iowa, raised in Northern California and currently based in Los Angeles, Tim is responsible for the continued development of the Honest Company brand and its creative vision through product packaging, design, print, web and mobile applications.

Hankins pursued design to explore his creative interests: art, music, film, games and technology. A childhood hobby became a career when Hankins joined ARTISTdirect in 2000. He then founded his own firm where he designed for diverse clients such as Walt Disney Records, supermodel Marisa Miller, and the LA Philharmonic.

The birth of his son prompted Hankins to look for a new challenge after working years in the technology and entertainment industries. He wanted his work to have an impact on his surroundings and the founding of the Honest Company presented the perfect opportunity. Hankins now blends design with healthy, non-toxic products for his family—and the world.

8. Eco Doesn’t Have to Be Boring - DPDC
William Harper
Senior Creative Director
William Harper is an award-winning designer and Senior Creative Director of Kaleidoscope, a Chicago-based premier Co-Creative & Brand Realization agency. In this role, he cultivates creative excellence, building and mentoring brand design teams, and nurturing an Iterative Design Thinking culture. With over 20 years of strategic branding experience, he’s worked across countless CPG categories and industries.

A graduate of Southern Illinois University, prior to Kaleidoscope Bill was a Senior Designer at Source Inc. and Design Team Lead at Montgomery Ward.

5. Cultural Shifts and the Changing Face of Retail Packaging - DPDC
Stefan Hartung
Born and raised in Germany, Stefan co-founded Minneapolis design agency Kick (as HartungKemp) in 2001.
Stefan believes great design is more than merely pretty. Great design provides a great experience, whether it’s for his clients’ next product, packaging or branding campaign. His idea of a Shelf Kicker™ is a product or package that makes such an impression with consumers, it pushes the competition off the shelf. He’s stubborn about pushing creative ideas until he’s sure they’ll deliver on client objectives — and then he pushes some more. Probably because he’s German.

National and international client relationships include Johnson & Johnson, PepsiCo, Target, Best Buy, and MOM Brands. Kick also co-launched Juil, a new international lifestyle brand. Stefan has designed many of the brand’s shoes for women and men.

13. Competing Outside the Box - DPDC
Steve Kazanjian
Vice President, Global Creative
MeadWestvaco (MWV)

Steve Kazanjian is the Vice President of Global Creative for MWV. A Fortune 500 global leader in consumer packaging and with revenue in excess of $5 billion, MWV operates in more than 30 countries and creates compelling consumer packaging across as Food, Beverage, Consumer Electronics, Healthcare, Home & Garden, and Beauty & Personal Care. As the creative lead for MWV’s most valuable brand-focused projects, Steve has developed a comprehensive packaging brand strategy methodology: connecting a brand’s core emotional context with consumer purchasing behaviors. He currently spearheads innovation workshops for key global brands focused on these pioneering methods.

A passionate and provocative international speaker and industry commentator, Steve has most recently been a speaker at the International Consumer Electronics Show, the 2012 The Dieline Package Design Conference, the American Marketing Association’s Research and Strategy Summit, a keynote at Brazilian Packaging Association’s ABRE show and presented at the Structural Packaging Summit. Steve also frequently bylines articles for various industry publications.

Prior to joining MWV, Steve spent over 15 years in entertainment branding, marketing, and promotions. During his tenure in entertainment, Steve spearheaded numerous network launches, promotional campaigns, television commercials, and sales campaigns for a distinguished list of clients.

His cross-category work has earned him a wide array awards—including The Paperboard Packaging Council, The Emmys, and the Art Directors of America. Additionally, he has exhibited short films at The Sundance Digital Film Festival and The Museum of Contemporary Art in Los Angeles. Steve is the previous Chairman of BDA (The Broadcast Design Association), was the Vice-Chairman for Promax (Promotions and Marketing Association), sat on the Title Design Executive Committee for The Academy of Television Arts and Sciences (Emmys), and has been an adjunct professor for Otis College of Art and Design in Los Angeles. He is a graduate of USC.
2. Tweet, Pin, Post, and Text: Designing Your Digital Moment Of Truth - HDC
Aaron Keller
Managing Principal
Aaron Keller is a founding partner and the Managing Principal of Capsule, a brand design agency in Minneapolis. He has lead brand development, strategy, research and naming for over 15 years, working with brands as large as Jack Daniel's, Target and 3M, and as small as one-person start-ups. Aaron has spoken on brand management for the University of St. Thomas, University of Minnesota, International Association of Business Communicators and the James J. Hill Library. He has also written two books on the subjects of logo and package design: Design Matters//Logos and Design Matters//Packaging.
12. The Intersection of Design and the Law - DPDC
Austin Kleon
Best-Selling Author
Austin Kleon is a writer, artist, speaker, and New York Times best-selling author. His work has been featured on NPR’s Morning Edition, PBS Newshour, Time, The Atlantic, Forbes, and The Wall Street Journal. Now he’s brought his depth and range of experience as a creator to his new book, Steal Like An Artist, an illustrated manifesto for creativity in the digital age.

Steal Like An Artist is a lesson in applied creativity. It’s based on a list Austin drew up one day of key insights he wishes he’d known when he started out. He boiled them down into pithy phrases: “Steal like an artist,” “Use your hands,” “Creativity is subtraction,” and many more. He turned that list into a talk, the text and slides from the talk “rocked the creative world” (GalleyCat) and went viral— and since it’s been online, the original blog post has reached millions of readers.

Austin is also the author of Newspaper Black-out, a collection of poetry made by redacting newspaper articles with a permanent marker. His art has been called “brilliant” by New York magazine and The New Yorker said his poems “resurrect the newspaper when everyone else is declaring it dead.” Austin speaks on creativity, visual thinking, and being an artist online.

HOW Design Live Opening Keynote - 1. How to Steal Like an Artist
Jeffrey A. Loth
Global Packaging Manager
Jeffrey A. Loth has been Global Packaging Manager at Microsoft for the past 9 years. He currently manages the team responsible for packaging development spanning all Microsoft product lines. The team manages the end-to-end structural package design, development and world-wide manufacturing integration. Key accomplishments include packaging design and development for Xbox 360 and Kinect, Microsoft’s Surface tablet, Windows 7 and 8, and Microsoft Office.

Prior to Microsoft, Jeff was Director of Package Design & Development for Pfizer (previously Warner-Lambert).  He led a 15 person technical and creative staff on brands including Halls, Trident, Dentyne, Body Smarts, Bubblicious, Certs, Clorets, Chiclets and Vita C.

From 1990 to 1995, Jeff had an international assignment with Kraft General Foods in Bremen, Germany as R&D Program Leader, responsible for packaging design and development for Kraft’s European Coffee business.

In summary, Jeff has 25+ years of increasingly responsible positions for major consumer product companies directing global package research, design and development including extensive international work (particularly in China). Jeff holds a BS in Industrial Technology, Packaging from the University of Wisconsin.

6. Repackaging Microsoft - DPDC
Evelio Mattos
Creative Director
Design Packaging
Evelio Mattos, Creative Director of Design Packaging Inc. leads his team in the evolutionary development of both visual and structural packaging designs. The design team integrates mass production experience and knowledge of structure, substrates, and process into every design. His innovative production-driven design system has garnered recognition for Design Packaging's luxury retail clients spanning industries from fashion & beauty to wine & spirits.

Retail clients including American Eagle, Barneys New York, Bulgari, Chateau Ste Michelle, Neiman Marcus, and Sephora have benefited from Evelio's collaborative and in-depth design processes.

14. How Much, How Many, and When? - DPDC
Ian McLean
McLean Design
Since founding McLean Design in 1991, Ian McLean has been dedicated to transforming consumer experiences, one brand at a time.

Over the past two decades, Ian has helped shape the CPG industry with transcendent work for iconic brands. He draws inspiration and insight from a broad base of experience building brands for some of the world’s greatest companies.

When he isn’t carving out market share for clients, Ian lends his passion for design to groups such as BevNet and Brewbound, and sits on the advisory board for Package Design Magazine.

His work has been featured in various publications, industry forums and just about everywhere that design is studied, discussed and celebrated. Ian holds a BFA in Communications from the University of the Pacific and a second BFA in Graphics and Packaging from the prestigious Art Center College of Design in Pasadena, California.

16. Speaking Truth to Power—The Real Role of Design in Business - DPDC
Mike Peck
Creative Director, Packaging
Starbucks Coffee Company
Mike Peck is the Creative Director for all things packaging and merchandise at Starbucks Coffee Company. Three years ago he lead the brand's identity refresh and re-imagining of the core packaging. Prior to Starbucks he was the associate design director at Lowe NY, a full-service advertising agency. There he worked on brands like Milk, Bank of America, Verizon Wireless and the New York Times. He is a judge for this year’s Dieline Packaging Awards and judged the Art Directors Club 83rd international show. His past design work has been recognized by the One Club and Cannes.
Demetrius Romanos
Executive Creative Director
For almost 20 years Demetrius has applied his creative leadership, deep empathy and refined design lens to help companies use design strategically to drive bottom line growth and create products that impact users’ lives.

Before joining Kaleidoscope, Demetrius held key leadership roles at renowned consultancies where he built and lead multi-disciplinary teams working for Fortune 100 clients across diverse industries including CPG, consumer electronics, house wares and appliances, medical, transportation, health and beauty, and juvenile products.

He has partnered with companies such as Johnson & Johnson, Whirlpool, Mars and Motorola. A recent, notable effort includes strategic development of the Tide Pods packaging structure for Procter & Gamble. He’s an active member and officer in IDSA as well as a regular speaker at events, conferences and universities.
Jennifer Sall
Creative Director
MOM Brands
22 years ago, Jennifer Sall was hired by MOM Brands (then known as the Malt-O-Meal Company) as a production artist. Since then, she has worked her way up to Creative Director for this privately held breakfast-cereal company. MOM Brands, once known only for the little box of hot cereal that we grew up on, is now the third-largest cereal company in the US, with a growing list of brands including Three Sisters, Bear River Valley, Mom’s Best Cereals and Sally’s.

13. Competing Outside the Box - DPDC
Kevin Shaw
Founder & Creative Director
stranger & stranger
Kevin Shaw served time in advertising, publishing, corporate and even digital design but discovered the power of FMCG packaging while working on Coca-Cola. Bored to tears after winning the Dell account in the early nineties, Kevin began to design wine labels as a hobby in exchange for bordeaux wine and so Stranger & Stranger was born. Their labels now appear on over a billion beers, wines and spirits every year. Kevin is an advocate for innovation and now advises all sizes of brands from one-man startups to giants like Jack Daniels and Safeway.

9. Put Your Money Where Your Mouse Is - DPDC
18. The Importance of Risk Taking, For Better or Worse - DPDC
David Turner
Principal and Co-Founder
Turner Duckworth
With studios in London and San Francisco, Turner Duckworth creates iconic design for consumer brands ranging from global leaders to feisty start-ups. As well as helping achieve outstanding commercial results, their designs consistently win many of the industry’s most prestigious awards and have been published broadly. Turner Duckworth won the first-ever Cannes Grand Prix for Design for their work with Coke and a Grammy for their work with Metallica. Creativity Magazine named David as one of the USA’s fifty most creative people.
Paul van den Berg
Creative Director
CB'a Brand Engine

With over 20 years in the industry, Paul’s experience spans the initiation and management of domestic and international branding and packaging design programs across multiple touch points. His expertise blankets branding disciplines from ideation to positioning, concept development, product development and package design. Paul’s global experience includes Pearlfisher London, DJPA Brand Partnership London, Akimbo Chicago and San Francisco and various design boutiques. Paul also brings valuable experience from the client side, having led the Logitech brand as Global Creative Director. Amongst others, his client list includes: Absolut, Beam Global, Coca-Cola, Grolsch, Kellogg’s, Lexar, Lindt, Logitech, Nabisco, Nestlé, Novartis, Pernod-Ricard, Philip Morris, Quaker, SanDisk, Sara Lee, United Biscuits and Wrigley.

17. Bad Package Design is Everywhere - HDC
James Victore
School of Visual Arts in New York
James Victore is a self-taught designer known for his innovative design work. He is currently a professor at the School of Visual Arts in New York and has won many design awards including the Grand Prix from the Brno Biennele (Czech Republic).

He is a popular lecturer around the world and has been the subject of many exhibitions—his most recent in New York's Museum of Modern Art. His monograph Victore, or Who Died and Made You Boss? was published by Abrams in 2010. James’ work can be found online at and
Dennis Whalen
Vice President
Michael Osborne Design
Dennis Whalen, Vice President, joined Michael Osborne Design in 1998. With 20 years of marketing communications experience, a strategic approach to branding and packaging design has informed his work with Pacific Foods, Whole Foods, Kettle Chips, Sam’s Club, Target, Safeway, Williams-Sonoma, Gymboree, Intel and Hewlett-Packard. He began his retail marketing career with Peet’s Coffee and also worked at the Starbucks in Pike Place Market. Dennis holds a BA from the University of Virginia and an MBA from the University of Washington. Dennis lives with his wife and two daughters in Mill Valley, CA.

18. The Importance of Risk Taking, For Better or Worse - DPDC
Alina Wheeler
Alina Wheeler is the author of Designing Brand Identity: an essential guide for the whole branding team. Published in seven languages, her book demonstrates the relationship between strategy and design, and illuminates best practices for brands.

A former member of the AIGA Board of Directors, she is a passionate design advocate, renown for her strategic imagination. When not working in her brand lab, she inspires brand builders around the world.