Showing a series of inspiring, unusual and playful products, British branding and design guru Paul Bennett explains that design doesn’t have to be about grand gestures, but can solve small, universal and overlooked problems.

As creative director at the influential design and innovation company Ideo, Paul Bennett manages to keep his eye on the little things that matter, though his clients are among the biggest in the world (Procter & Gamble and Pepsi, to name but two). “Small is the new big,” Bennett says. And his design approach reflects this philosophy. For often, it’s not the biggest ideas that have the most impact, but the small, the personal, and the intimate.

Trained as a graphic designer, Bennett is a pragmatic design evangelist, preaching fervently that design can make the world a better place, and providing playful, inspired examples of how it does.

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• Watch Stefan Sagmeister’s “Yes, design can make you happy!” talk at TED
• David Kelley’s “The future of design is human-centered” talk at TED
• Watch Stefan Sagmeister’s “Things I’ve learned in my life so far” talk at TED

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This entry was tagged as behavior, Branding, creative director, Creative Process, designer, Evangelist, Graphic Design, Graphic Designer, Ideo, IxDA, Keynote, Paul Bennett, Pepsi