Design: Branding & Best Practices 

9:45am - 10:35am

Session 1 - Brand Messaging for Readers and Advertisers

Aaron Keller, co-founder of Capsule and author of The Physics of Brand, sits down with three design leaders from MMPA member companies to take the pulse of how their media brands are marketing to readers and advertisers across platforms. Panelists are: Kelly Tedrick, Exhibitor Media Group; Lydia Anderson, Experience Life; Mariah Cates, Family Handyman.

10:45am - 11:35am

Session 2 - Managing the Relationship Between Marketing & Design

Aaron Keller and his Capsule team have worked globally with top brands such as Patagonia, Herman Miller, Target, Mattel, General Mills and Pepsi, as well as several start-up ventures. From that experience and the pages of his book, The Physics of Brand, Aaron speaks to the new role of design in an organization, how it is providing value and its relationship with an old friend, “marketing.”  MMPA members who have an interest in the practice and thinking methods of design will  gain insights into how an organization can adopt a design philosophy.

1:15pm - 2:05pm

Session 3 - Experience Design Gets You to Good UX, which is Good Business

Digital technology is ubiquitous in the business world. At first, businesses didn’t give much thought to how people felt when using their technology. But that changed in 2007 when Apple released the iPhone and made billions by making technology that people actually enjoyed using. Twelve years later, good usability is now table stakes for communicating professionally, and the companies that succeed are the ones that are most keyed into their customers’ needs. 

Fred Beecher, Sr. Manager of Experience Design Operations at Best Buy and a veteran of the user experience design world, will help you understand what UX is, how great experience can boost your business and how to build a team that will help you make that happen. This is a can't miss session for anyone looking to grow their digital communications skills, processes and team.

2:15pm - 3:00pm

Session 4 - Get it Done with InDesign and Creative Cloud

There's always something new to learn about Adobe InDesign and Creative Cloud! Whether you’ve been using InDesign for years, or are new to the program, this session will help you get more work done, in less time, with InDesign and Creative Cloud. Leading design consultant and educator, Keith Gilbert, shares a full spectrum of tips and techniques, including:

  • The most efficient way to gather comments and revisions from others and quickly incorporate them in your layouts

  • New methods for creating space between paragraphs, including automatic exceptions for items such as bulleted or numbered lists

  • Some useful InDesign hacks that can save you a trip to Photoshop

  • Fantastic free scripts that will make your life easier

Presenters & Panelists

Lydia Anderson.jpg

Lydia Anderson

Lydia Anderson is the creative director for Experience Life magazine, and has been designing the magazine since the first issue in 2001. Lydia leads the EL art team, and hires and collaborates with photographers, and illustrators across print and digital platforms. Her work as a designer, art director, and creative director has earned dozens of design awards, most recently 2018 Folio award wins for Video and Site Design, honorable mention for Overall Design, Feature Design, Graphic Art, Illustration and Typography, and 2018 MMPA awards for Overall Excellence, Typography and Website Design/Functionality. Prior to Experience Life, Anderson owned a freelance graphic design studio, Snow Dog Design, where she worked on a wide variety of editorial, business-to-business, and branding campaigns in the Twin Cities, and her hometown of Red Wing, MN.


Fred Beecher

Fred Beecher has been working in User Experience since 1998. In that time, he’s seen UX mature from a field struggling to prove its value to one driving an explosion of innovation and economic growth. To help feed the ever-increasing demand this explosion has sparked, Fred designed and implemented the UX apprenticeship program at The Nerdery in Minneapolis, MN, where he also led the 40+ person design team between 2015 and 2017. Fred also co-chaired the Interaction Design Education Summit in 2016 and 2017. Currently, Fred leads Experience Design Operations for Best Buy.

Mariah Cates.jpg

Mariah Cates

It’s impossible to spend time with Mariah and not be affected by her contagious positive attitude. As a Junior Art Director for Family Handyman magazine, the pressure to deliver both technical and entertaining design is a constant challenge that Mariah meets every day with a smile – and incredible proficiency. With a bachelor’s degree in Graphic Design from Iowa State University, she brings an eye for style and design to traditionally sterile how-to subject matter. Outside the office, Mariah is an established baker – even operating a family owned cookie business for a while! While her baking skills put most to shame, it’s presentation and an eye for detail that set her apart and make her a design leader of the future.

Keith Gilbert2.jpg

Keith Gilbert

Keith Gilbert is a design consultant, educator, speaker, and author. His work has taken him throughout North America, Africa, Europe, and Asia. During his 33 years as a consultant, his clients have included Adobe, Apple, Target, Oracle, and the United Nations. He is the author of several popular training courses on LinkedIn Learning, as well as the "Adobe Dimension Classroom in a Book" from Adobe Press.

Aaron Keller2.jpg

Aaron Keller

Aaron Keller is a founding partner and the managing principal of Capsule, a brand design agency in Minneapolis. He has lead brand development, strategy, research and naming for more than 15 years, working with brands as large as Jack Daniel's, Target and 3M, and as small as one-person startups. He has written two books on the subjects of logo and package design: Design Matters//Logos and Design Matters//Packaging.

Kelly Tedrick.jpg

Kelly Tedrick

Kelly Tedrick is the art director at EXHIBITOR Media Group, where she is responsible for the overall visual design of EXHIBITOR magazine,, the annual EXHIBITORLIVE conference, and all EXHIBITOR marketing campaigns. Kelly designs with and art directs a team of graphic designers and contributing illustrators who work together to develop EXHIBITOR’s award-winning artwork and editorial layouts. Her work as a graphic designer and art director have earned her numerous awards including an international gold award for Best Opening Spread Design from Trade Association and Business Publications International, a 2017 national gold award for Best Visual Storytelling from the American Society of Business Publication Editors and a 2018 gold award for Overall Excellence from the MMPA. Before coming to EXHIBITOR, Kelly was a graphic designer for visual merchandising at the Walmart home office in Bentonville, Arkansas.