Every year, Birmingham Design Festival brings together some of the most exciting voices in design, creativity and business. This year's theme, Change, explored how designers, brands and organisations can adapt, evolve and create meaningful impact in a world that never stands still.

Our Brand Design team spent a few days at Birmingham Design Festival listening to talks, exploring new perspectives and hearing how creatives, founders and business leaders are responding to change. While every speaker approached the theme differently, a common thread emerged throughout the festival: the most effective ideas don't just look good, they communicate clearly, adapt to changing audiences and create meaningful connections with the people they're designed for..

Here are the five key insights we took away.

1. Every Space Has the Potential to Tell a Story

Illustration as an Agent of Change – UUendy Lau

Illustrator and mixed-media artist UUendy Lau opened her talk with a simple question: "How many empty walls did you walk past today?" It was a reminder that the spaces we move through every day are full of opportunities to tell stories, create connections and shape how people experience a place.

One of the standout examples was her work for UNIQLO Birmingham's Bullring store. Inspired by the Japanese folklore tale Hyakki Yagyō ("The Night Parade of One Hundred Spirits"), the three-storey mural connects Japanese cultural heritage with Birmingham's diverse creative community. Rather than simply decorating a space, the artwork creates a narrative that visitors can engage with and remember.

For us, this highlighted the power of storytelling within environments. Whether it's a retail space, hospitality venue or branded experience, the most memorable spaces are often the ones that give people something meaningful to connect with beyond the surface level.

2. Clarity Is One of Creativity's Highest Purposes

Finding Clarity in a World of Change – Danny Miller

Danny Miller, CEO of Human After All, explored how some of history's most effective communicators have helped people understand and embrace change. Drawing on examples from politics, culture and business, he demonstrated how great ideas often succeed not because they are complex, but because they are communicated clearly.

Throughout the talk, Miller shared eight principles for creating clarity, from finding the core idea and starting with audience needs, to reducing jargon and turning communication into action. Every point reinforced the same message: effective communication is about helping people understand, not overwhelming them with information.

For brands, this felt particularly relevant. The strongest creative work isn't always the most visually complex or strategically layered. More often, it's the work that helps people understand something quickly, remember it easily and act on it confidently. As Miller put it, "Clarity is one of creativity's highest purposes."

3. Great Work Requires Trust

Face the Fear, Do It Anyway – Allies Studio

Kevin McCaul and Emma Hetherington shared the story of building Belfast-based agency Allies Studio. Throughout the talk, they spoke openly about backing their ideas, embracing uncertainty and having the confidence to push beyond the safe option. While the theme of facing fear ran throughout, what resonated most was how that mindset has shaped the work they create and the relationships they build with clients.

Their hospitality work, including projects for The Dead Rabbit and The Life of Reilly, was a great reminder that the most memorable brands are rarely the safest. The strongest work often comes when clients give creative teams the space and confidence to challenge expectations, explore bigger ideas and create something genuinely distinctive.

What became clear throughout the talk was that outstanding design is rarely the result of playing it safe. When businesses fully embrace a creative vision, the outcome can be more than just visually striking. It can help create stronger brand recognition, greater exposure and experiences that people genuinely remember. For us, it was a reminder that great design isn't simply about aesthetics, it's about creating something that connects with people and drives meaningful results.

4. Great Brands Are Built to Evolve

Designing Awesome Brands for Videogames – Matt Redway

Drawing on his experience at PlayStation Studios Creative, Matt Redway shared an insight into the unique challenges of building brands within the gaming industry. Unlike many traditional brands, games are constantly evolving through downloadable content (DLC), expansions, updates and new releases, meaning their identities need to remain flexible while still feeling recognisable.

One of the standout examples was Horizon, where the branding was carefully developed to reflect the game's narrative, themes and world-building. Beyond creating a logo, the team established a visual system that could adapt over time, allowing new content, releases and features to be introduced without losing the integrity of the brand.

What stood out to us was the importance of designing with the future in mind. Strong brands aren't just built for launch day; they're built to grow. Whether it's a hospitality concept, food and drink brand or global gaming franchise, the most effective identities create a clear foundation that can evolve alongside the business while remaining instantly recognisable.

5. Being Adaptable Can Be Your Greatest Strength

The Shape-Shifting Generalist – Myungeun Kim

In her talk, motion designer Myungeun Kim reflected on her experience building a career across Korea and the UK as a multidisciplinary creative. Rather than specialising in a single discipline, Kim has continually adapted her skills, styles and ways of working to suit different projects, industries and audiences.

She spoke openly about the pressure many designers feel to become a specialist and referenced the famous phrase, "A jack of all trades is a master of none." But she reminded the audience of the often-forgotten ending: "...though oftentimes better than a master of one."

What stood out to us was how relevant this idea feels beyond design. In a world where industries, technologies and consumer expectations are constantly evolving, adaptability can be one of the most valuable skills any creative professional or business can develop. The ability to learn, evolve and connect ideas across different disciplines is often what creates the most interesting and effective work.

6. Print Still Thrives in a Digital World

Print's Not Dead...Again – Kaye Symington, Newspaper Club

The talk explored why print continues to thrive in an increasingly digital world. While screens dominate much of our daily lives, print offers something technology can't fully replicate: tactility, escapism, community, rebellion and joy. From the feel of paper and the smell of ink to the simple act of holding something physical in your hands, print creates a sensory experience that encourages people to slow down and engage more deeply.

Print is an escape from algorithm-driven feeds and endless scrolling. Whether through newspapers, magazines or independent publications, it provides space for reflection, discovery and connection. Examples such as ‘Sunday Clubs’ newspaper puzzle piece, demonstrating how print can become an antidote to screen fatigue and a way for communities to come together around shared interests.

What stood out to us was the idea of print as both rebellion and joy. In a world increasingly shaped by AI, automation and digital experiences, choosing to create or consume something physical feels more meaningful than ever. While people declared 2026 as "the year of analogue", the specific date almost feels beside the point. Having coined the phrase "Print Isn't Dead" back in 2009, Newspaper Club highlighted how the appetite for tangible, human-centred experiences has continued to resurface. Whether it's called a movement or a reaction, the desire for authenticity, tactility and genuine connection remains constant. Rather than being left behind, print continues to evolve as a medium that brings people together and creates something genuinely special.

If there was one theme running through every talk at Birmingham Design Festival, it was that change isn't something to resist, it's something to design for.

Whether the conversation focused on adaptability, clarity, storytelling, creative confidence, future-proofing brands or the enduring appeal of physical experiences, each speaker highlighted the importance of staying open to new ways of thinking while remaining grounded in what connects with people.

For us, the festival was a reminder that the most effective brands aren't necessarily the loudest or the most complex. They're the ones that communicate clearly, evolve with purpose and create meaningful experiences that people remember.

Talks attended by our Brand Design Team