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Insights 2020: Leland Maschmeyer, Chobani

Courtesy Leland Mashmeyer

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Part of the Insights 2020 Design Lecture Series

Future-oriented designer and creative director Leland Maschmeyer unearths captivating stories hidden within the most unlikely contexts. As co-founder of design agency Collins, Maschmeyer helped reimagine brands such as Spotify, Airbnb, and Facebook. He joined Chobani in 2016 to oversee the creation of its new in-house design team, which was named Ad Age’s 2019 In-house Agency of the Year. As the company’s Chief Creative and Strategy Officer, Maschmeyer invests the socially conscious yogurt brand with folklore magic, meticulous mistakes, and design-centric packaging.

http://www.leemaschmeyer.com/
https://www.chobani.com/

Copresented by the Walker Art Center and AIGA Minnesota.

This lecture will be webcast live and archived on walkerart.org. If you can’t make it here in person this year, consider having an Insights Viewing Party and send in your comments and questions for the speakers via Twitter (#InsightsDesign).

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Watch: Chobani's Leland Maschmeyer at Insights 2020
Design

Watch: Chobani's Leland Maschmeyer at Insights 2020

In this far-ranging talk, design expert Leland Maschmeyer lays out his vision for brand building as the practice of contemporary myth-making. Starting with humanity’s ability to create visual and conceptual meaning, Leland dives into a variety of primal “’patterns”—the seven deadly sins, the redemption arc, Batman—illustrating how these patterns show up again and again throughout human history, each time activated through new forms and methods. The lecture concludes with two case studies in transformative rebrand projects—Naturalist and Chobani—which strive to tap into these core patterns and leave a lasting impact not just on the respective companies and industries, but on our shared imagination as a whole.

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