Recently I attended The Design Conference hosted at the iconic Brisbane Powerhouse. This conference is a place where the best in the industry take the stage to inspire and share their knowledge and experience, shaping the future of creativity.
From purpose-driven strategy and emotional intuition to imposter syndrome and marginal design thinking, each speaker offered a fresh lens on how we approach creativity, leadership, and impact.
Here are my key takeaways…
Purpose isn’t just a buzzword… it’s a catalyst!
As discussed by Andrew Hoyne, embedding purpose into your business is not only ethically sound, but also commercially smart.
Purpose-driven companies that invest in wellbeing outperform their peers in innovation, impact and overall financial success.
What really resonated with me was the idea that purpose is the direction that transforms effort into momentum.
As John F. Kennedy famously said,
“Efforts and courage are not enough without purpose and direction.”
It’s not just about making money; it’s about shaping communities, driving resilience, and inspiring change.
Designers are founders in disguise
Phoebe Devine explores the concept of Brand Capital and the idea that designers bring significant, often under-recognised value to startups by shaping brand as a strategic business asset.
“The best way to predict the future is to create it.”
– Abraham Lincoln
She highlights the Power of Partnership (POP), where designers and founders share similar traits. Both are driven, purpose-led, and committed to creating something new. Designers, like founders, contribute to long-term value creation often in ways that are intangible but deeply impactful.
Referencing Paula Scher’s quote, “It took me a few seconds to draw it, but it took me 34 years to learn how to draw it in a few seconds”, Devine reinforces the idea that the value of design isn’t in speed or output alone, but in the depth of expertise and experience behind it.
She advocates for a mindset shift from “what could go wrong” to “what could go right” and emphasis on doing, not just promoting. A timely reminder that brands are lived through action, not taglines.
Create sensory experiences to drive deeper connection
Sam Southwell centred on emotional intelligence and intuition in design, describing it as “reading the room”… designing not just for function, but for feeling.
He emphasised “hospitality” in design and business in general. A reminder to design experiences for clients considering the 5 senses – sight, smell, hearing, taste, and touch… essentially creating a vibe! His metaphor of serving clients ice-cold filtered water with lemon vs. lukewarm tap water captured this perfectly.
He also highlighted that designers often live in a space between “crippling self-doubt and absolute narcissism”, and that being “hypersensitive” is often framed as a liability but in creative industries, is a gift. That vulnerability can be powerful when channelled into creativity, driving a deeper connection with an audience.
When imposter syndrome becomes a superpower
Quan Payne posed a profound question: what happens when your dreams actually come true? His honest exploration of imposter syndrome was both refreshing and inspiring. Rather than hiding from it, he suggests embracing it as fuel.
On the idea that self-doubt can unlock creativity, Quan encouraged us to do the small things well, build trust, and take people on a journey. It’s not about projecting confidence, it’s about showing up with humility and curiosity.
Redefining success on your own terms
Saying no is just as important as saying yes. Aurelie Maron shared her decision-making framework for evaluating opportunities, asking the question… will this excite me or exhaust me?
What stood out was her take on authenticity in a world increasingly filled with “AI slop”. Your style, your process, and your voice are what set you apart. People don’t just buy work, they buy trust, and trust is built by being generous and transparent.
Looking to the margins for creative power
Zenaida Beatson’s talk was inspiring to say the least. Her suggestion to “design in the margins” challenges the default centrality of dominant voices especially in the age of algorithmic amplification.
AI, she warned, is trained to replicate the voices that are already in the room. So, what happens to the voices that are missing?
Her focus is on co-design and shifting power rather than simply reflecting. It is an invitation for designers to be more inclusive, more political, and more conscious of where they source inspiration. The margins, she said, are places of vulnerability, and therefore, deep creativity.
Final thoughts
Creativity isn’t just about making things look good. When grounded in purpose, empathy and self-awareness, it becomes a powerful tool for connection, collaboration and change. Whether you’re building a brand or navigating your next step, design can help you make a real and lasting impact.
Contact us today to find out how design can benefit your business.