THE TEAM

FOREWORD

Jay Ogilvy

PHOTOGRAPHY

Toni Gauthier

Debbie Ladas

RESEARCH

Margaret Hartwell

Laurie Carrigan

Jeff Plank

Scott Wong

Galen Hartwell

EDITING

Sydney J. Reuben

REVIEWERS

Debbie Millman

Mary Neumeier

Chris Palengat

Cynthia Scott

DESIGN

Max Spector

Jordan Cullen

Debbie Ladas

Liscelyn Grifal

Stephen Jones

Morgan Marcani

Joshua C. Chen

Wes Mitchell

Wei Sun 

Sarah Rouse-Higgins

ILLUSTRATION

Max Spector

Jordan Cullen

Debbie Ladas

Jure Gavran

Liscelyn Grifal

Stephen Jones

Morgan Marcani

FOR HOW BOOKS

Megan Lane Patrick, Content Director

Amy Schell Owen, Managing Editor

Lauren Mosko Baily, Assistant Editor

Kimberly Catanzarite, Copy Editor

Grace Rin, Art Director

Greck Nock, Production Coordinator

_DSC2201_edited.jpg

Margaret Hartwell is an innovation and strategy leader on a mission to empower purpose-driven change at the intersection of design, brand & culture, and technology. By developing people-centered solutions, she serves as a guide, translator, mentor and innovator to help senior executives and teams solve complex issues. 

She uses a transformative approach to everyday innovation and employs skills and best practices from a range of disciplines: archetypal branding, transpersonal psychology, sustainable management, and design thinking. Her diverse accomplishments range from co-founding Cognition.Studio, a subsidiary of Certus Solutions, and establishing the innovation, design thinking, UX strategy and UI design practices to authoring Archetypes in Branding: A Toolkit for Creatives and Strategists. Margaret holds her MBA in Sustainable Management from Presidio Graduate School, her BA from UC Berkeley, and an advanced coaching certification from the Institute of Transpersonal Psychology. She thinks in systems, strategies, and surprises. She creates in metaphor, music, and story and relates with empathy and curiosity. 

Her experience spans 20+ years developing design-led businesses in the US, UK, Europe, and APAC. Industries include technology, social and environmental advocacy, health and wellness, media, entertainment and the arts, leadership development, automotive, telecommunications, packaged goods, and travel. She draws upon and expands on toolkits from the Design Council UK, The Grove, Society for Organizational Learning, IDEO, Stanford d.school, and Jeanne Liedtka’s work at the Darden School of Business, to name just a few sources of inspiration.

Recognized for a breadth and depth of applied skills and experience across multiple creative disciplines and business sectors, Margaret began her career as a designer as one of the founding members of Suissa Miller Advertising where she served in various roles from studio director to art director to vice president. In London, she was Director of Development for the London Design Festival and Head of Marketing for the Design Council. Returning to the U.S., consulting and coaching includes work with Saatchi & Saatchi S, PayPal, Jive, BVG, Inc., Flextronics, BFG Communications, Omegawave, Stanford Lively Arts, Verve Coffee Roasters, TwoFish Bakery, and the San Francisco Symphony. She has taught in the pioneering MBA in Design Strategy (DMBA) program at the California College of the Arts and is an engaging speaker/presenter.

Margaret has been called an information junkie with a childlike curiosity and is known for having an insatiable appetite for travel, trends, and technologies. She has been an actor, singer, improv artist, photographer, scriptwriter, environmental advocate, and founder of a line of infant sportswear called zerosomething. She currently lives in Salem, Massachusetts.

Writer, Researcher, Co-Creative Director

MARGARET POTT HARTWELL

  • LinkedIn Social Icon
Josh.png

Joshua C. Chen is founder, principal and creative director of Chen Design Associates (CDA ). Josh has over 20 years of professional experience in the fields of design, broadcasting, journalism and music. His diverse background, as well as having lived in numerous countries including Singapore, France and Belgium, brings a global understanding of client objectives to each project.Josh’s involvement in the design community includes serving as juror for Communication Arts, The One Club, The Advertising Federation of America, and the American Institute of Graphic Arts. He served on the HOW Advisory Board and lectures at regional and national conferences. Named one of 50 “people to watch” by Graphic Design USA, Josh is author and designer of multiple award-winning books, most recently Fingerprint No. 2: The Evolution of Handmade Elements in Graphic Design (HOW Books). His book Peace: 100 Ideas (CDA Press) was featured on A&E’s Breakfast with the Arts, dwell and Metropolis. Starting in 2012, Josh also serves as Chief Design Officer for Outfit Generic, a San Francisco-based boutique hospitality group (outfitgeneric.com). Chen Design partners with a wide range of clients from start-up ventures to established corporations. Get in touch with them about your next big design project. Follow the studio on Twitter @chen_design, or visit www.chendesign.com.

Co-Creative Director & Producer

JOSHUA C. CHEN

  • LinkedIn Social Icon
Max.png

Currently serving as Creative Director at FANDOM, Max is responsible for brand design and strategy, leading and supporting a team of designers. Named one of 2004’s leading new visual artists by Print magazine, Max Spector has since been honored by the American Institute of Graphic Arts, Art Directors Club, Type Directors Club, Communication Arts, dwell, Graphis, Metropolis, HOW , Graphic DesignUSA, and featured in numerous books and publications. Max is a graduate thesis advisor at Academy of Art University. Follow Max on Pinterest or visit www.maxspector.com.

Lead Design & Art Direction

MAX SPECTOR

  • LinkedIn Social Icon