Branding Palmwood: a cross-cultural strategy for hope

  • Room: 304
  • Session Number: MB4
Monday, April 30, 2018: 11:15 AM - 12:00 PM


Michael Hendrix


How do you package hope and optimism for an environment that finds itself increasingly threatened by radicalism and extremism? The answer is Palmwood, a creative organization founded by the UAE Government and IDEO in January 2018. IDEO Partner Michael Hendrix will share the story behind the creation and branding of Palmwood, showing how the bilingual identity system uses poetry and metaphor to bridge cultures and encourage curiosity, generosity and creativity. You’ll get an inside look at the year prior to launch, the projects that led to it and the people that made a commitment to an open palm instead of a fist. This is a unique view into human-centered brand development and a clear example of how design thinking creates beautiful, impactful design outcomes.


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