BEING THE KID IN A CANDY STORE: creating magic while building design-driven brands from the inside

  • Room: Ballroom B
  • Session Number: TA4
Tuesday, May 01, 2018: 10:15 AM - 11:00 AM


Fernanda Amarante
Sr. Manager, Global Design
The Hershey Company


You’re a design professional and would never have seen yourself inside a corporation, living day in and day out amidst brand and marketing managers, instead of art directors and copywriters. You’re a creative strategist and wonder where to find inspiration and magic in the “client side”. I’m here to tell you: the in-house world is magical! I have joined the Hershey Company as a design strategist over 6 years ago and I can tell you – it is my absolute dream job. Over the years, I have learned to reinvent and evolve my own job at a time where two-thirds of millennials intend to leave their current organizations by 2020. Keeping it real, I will tell you the absurd, hilarious and craveable tales I’ve been part of while transforming multi-million dollar brands like Reese’s and Twizzlers into design-driven powerhouses.

Key take-aways:

  1. Understand what Design is supposed to do inside a corporation: should you blend-in or stand-out?
  2. Find Design suction hidden inside business talk (spoiler alert: Design is everywhere!).
  3. Make your insider partners in crime feel the magic; their office neighbors will crave for more Design.
  4. Shape yourself as the change agent you can be from the spot closest to the heart of a brand.


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