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When:May 7 Level 2

Level 2 stage

The evolution of brand identities

  • Theme:Design craft
  • Topic:Brand
  • Topic:AI
  • Topic:Strategy

Join Mike Abbink, Phi Hoang, and Ryan Putnam for a conversation on evolving brand identities, moderated by Figma's Creative Director, Damien Correll. The discussion will explore the similarities and differences between building brand identities in the past and the unique challenges of doing so in 2025, as AI and new technologies reshape the industry. Drawing from Mike’s extensive experience at MoMA, IBM, and GM, as well as Perplexity’s fresh perspective from designing and building brand teams at Flexa, Facebook, and more, this talk will examine how the brand landscape has changed, highlighting both enduring principles and exciting new directions shaping the future of branding.

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About the speakers

Mike Abbink

Executive Director of Design, Craft

GM

Mike Abbink is Executive Director of Design Craft at GM, leading design quality across Software & Services, the GM Design Language, and Design Systems. Previously, he was Executive Creative Director at IBM, where he led projects like IBM Plex®, the IBM Design Language, and the Carbon Design System. Abbink has also been Design Director at Apple and Creative Director at Wolff Olins, Saffron, and MoMA. He holds a BFA from Art Center College of Design.

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Phi Hoang

Brand Experience Designer

Perplexity AI

Phi is a first-generation Viet-Texan from a small town outside Houston. His design career spans agencies and in-house teams, where he's developed a versatile approach to both digital and physical media. At Perplexity, he's extended the company's visual language, translating complex concepts into accessible art using AI in his workflow. His perspective is shaped by nature and his kids, who remind him to see the world with fresh eyes.

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Ryan Putnam

He/him

Brand Designer

Perplexity AI

Ryan Putnam is an artist and designer currently working at Perplexity AI. His work celebrates curiosity, honesty, and creative exploration. With a multidisciplinary practice spanning digital design and physical ceramics, Ryan creates work that bridges the gap between digital and tactile experiences. His distinctive aesthetic has attracted clients across tech and creative industries. Ryan's approach emphasizes the value of creative play and exploration as essential elements of the design process.

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Damien Correll

He/him

Creative Director

Figma

Damien Correll is a New York-based Creative Director, leading the Figma Brand Studio. Previously, he led teams at Tumblr and Google, building large-scale design systems, redefining emojis, designing books, directing animations, creative-directing design conferences, and even art-directing a handful of typefaces. With over 20 years of experience, he has worked across brand and product design—often navigating the spaces in between. Whether it's running his own practice or working in-house, his focus remains the same: making the expected surprising, the strange familiar, and the accessible abundant.

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