DSGN 0426: Understanding Design’s Evolving Role

Design is undergoing its biggest shift in decades. As automation and AI reshape production, the value of designers is moving beyond craft toward strategy, systems, and cultural insight. As new technologies automate production and accelerate execution, the designer’s role is shifting from maker to strategist, storyteller, and architect of brand ecosystems. Craft still matters—but it’s no longer enough. Instructor Noreen Morioka explores the evolution of design practice through examples from technology, media, and sports. We’ll learn: • Where design jobs are actually growing • What brands now expect from designers • How AI and automation are reshaping creative work • Why strategic thinking, storytelling, and cultural awareness are becoming core design skills • How to position yourself to stay relevant in a rapidly changing field For AIGA members who want to understand how design is changing and where the opportunities are next. ======================= Noreen Morioka is an award-winning Creative Director shaping iconic brands in entertainment and sports; former Global Brand Director at Netflix, Chief Creative Officer at Tatcha, and Head of Design at Wieden+Kennedy for Nike and other global brands.