Dominic Prevost is Group Creative Director at Resonance. Ahead of his workshop on becoming a stronger creative director, we asked him a few questions about why a workshop like this is so valuable, what qualities make a great CD and more.

We’re excited to have you back at DesignThinkers in Vancouver to lead another workshop! This year’s is all about acquiring the skills needed to become a creative director. What made you want to do a deep dive on this topic?

True story: I spent the bulk of the DesignThinkers Toronto delegate party interviewing attendees and asking them point-blank: “What kind of topic would you want covered?” From students to seniors, and even recruiters, one topic rose to the surface: how to prep creatives on what being a CD really is.

Why? In design & ad school, they’ll teach you to be a good creative, and you’ll polish those skills as you climb the ranks, until you become a CD and 80% of what you’ve learned doesn’t apply anymore. I can’t think of any other job that does that. The purpose of my workshop is to get aspiring CDs ready for the big transition – even if it comes years down the line–and get a taste of the realities of being a creative leader. Spoiler alert: it’s about so much more than making good creative work.

As a design educator yourself, what do you think is missing from current design and ad programs that would help designers make the eventual transition to more senior leadership roles?

I’d put even more emphasis on active listening, and critiquing/elevating the work of fellow students. A good CD is able to riff on a given idea and help make it better–whether it’s by asking really pointed questions, building up on the idea, shifting the focus, ensuring the needs of the brief are met, etc. A student who is able to listen, analyse then give feedback that adds value to any project in the classroom will get a huge advantage in the workplace. The same goes for receiving feedback too.

Can you share about an experience that shaped your understanding of what it means to be a great creative director? Whether it was when you were a junior staff, or now as a CD.

Being a CD is about more than managing the creative output of an organization. My big ‘ah-ha’ moment came when I realized I couldn’t turn to my leaders to deal with issues: it was up to me to lead the team towards change. It takes a strong vision, a lot of stamina and patience to stay the course and earn/maintain the team’s trust. I wear many hats as a CD, from janitor, to gatekeeper, to teacher, to therapist, to cheerleader–whatever my team needs me to be to thrive.

What is a skill that sets a good creative director apart from a great one?

To me, it’s an even split between stamina and curiosity. Stamina because meaningful change takes time, hiring the perfect team and unlocking their potential takes time, building a strong relationship with a client takes time, changing the culture of an organization takes time and–most importantly–finding your groove as a leader takes time. Curiosity because our industry is constantly changing, and the best creative solutions aren’t always found by endlessly scrolling Instagram, LinkedIn, Pinterest or Reddit. We have to stay open and curious to the world, soak everything in: books, music, news, nature, a random podcast about economics… everything has the power to inspire… even that weird doodle you did while FaceTiming your mom might lead you to something amazing.

You’ve noted that this workshop is suitable for current and aspiring creative directors. What can attendees expect from this session? Give us your best pitch for why attendees should join you!

Without spoiling anything, what I can promise is a fast-paced, hands-on workshop that’ll put you in the driver’s seat from slide three. You’ll learn to embrace discomfort, own your decisions (I’ve designed a ‘choose your own adventure’ game with some choice dilemmas for you to tackle), craft a vision for your team, then I’ll top it up with 7 lessons I learned the hard way so you don’t have to. I’m super excited for this workshop, and incredibly grateful for all my beta testers (from students, coworkers, to working CDs) who helped make it as good as can be. See you all in May!

Sign up for Dominic’s workshop, Creative Direction Clinic, happening May 13 at 3:15 p.m., when you register for the conference, or through the attendee portal.

Roundtables are your chance to connect with other creatives in a small group setting. Led by senior design professionals, roundtables are being hosted on both conferences days from 8:15 a.m. to 9:15 a.m. and 12:00 p.m. to 1:00 p.m.

Bring your questions, offer advice and participate in conversations that will leave you feeling engaged and energized.

Sign up for roundtables when you register for the conference. Roundtables are $10 each unless otherwise noted as free or $5 (students only).

May 13

8:15 a.m. – 9:15 a.m.

• Design education: Nurturing an abundance of wonder
  The role of the designer has evolved to encompass a wide range of skills, from print and UI/UX design to social media and content creation. This raises the question of how the next generation can develop all these skills before entering the workforce. To address this, educational institutions are partnering with industry professionals to teach the most relevant skills. As design education adapts, there’s an increasing emphasis on adaptability, tech knowledge and business acumen to meet the growing demands of the design industry.
  Moderator: Vida Jurcic RGD
• Improving your leadership skills
  We will discuss how to inspire creativity, foster collaboration and effectively communicate to maximize your team’s potential. You’ll gain insights into strategies and tools for enhancing your leadership skills, as well as learn how to serve as the foundation and support of your team, fostering unity and facilitating growth.
  Moderator: Jon Sanson RGD
• Colouring inside the lines: Fostering creativity within the confines of a brand
  The same branding, same colours, same style day in and out. It can get pretty boring. How do we as creatives foster that creative itch and stay motivated while adhering to our often strict brand guidelines? Join us to discuss techniques for pushing the brand envelope, trying out new, potentially radical ideas, all while still staying brand faithful.
  Moderator: Natasha Rutledge RGD
• Imposter syndrome who? Gaining confidence in your skills and abilities
  Let’s talk about some of the situations we’ve faced and share strategies you can pull from your back pocket when those negative feelings bubble up in the future.
  Moderator: Diana Varma RGD
• The need for speed: Addressing time constraints within the design process
  In competitive markets, the need for speed in all areas of business is increasing. In response to the ever-increasing need for speed, how can designers develop creative solutions and contribute to business success, while staying true to effective design processes and maintaining a healthy work-life balance? What role can AI play in a designer’s efficiency? What processes and strategies contribute to cross-disciplinary collaboration and integration? Join us as we discuss the need for efficiency without sacrificing the quality of your designs or your mental health.
  Moderator: Sarah Prouse RGD
• Challenges of working in a non-creative environment
  In this discussion, we may explore how to balance maintaining your creative integrity as a graphic designer while meeting the rigid demands of a corporate work environment. We’ll also talk about strategies for effectively communicating the value of design thinking and creative solutions to colleagues or leadership who may not have a design background. Additionally, we’ll share ways to inject fresh ideas into your work while staying within the constraints of strict brand guidelines and established design conventions.
  Moderator: Diana Castaneda RGD
• AMA: Getting involved with the RGD [Free]
  Join the RGD’s Executive Director to learn more about the RGD, the largest professional association for graphic designers in Canada! She’ll answer questions about the benefits, tools, educational and networking opportunities. We’ll also discuss what’s missing and what you wish the RGD was offering. This is a low-pressure, casual way to find out how to get involved and connect with others in your community.
  Moderator: Hilary Ashworth

May 13

12:00 p.m. – 1:00 p.m.

• The future of product and branding
  This discussion will analyze the key technological, ethical and digital trends shaping branding today, including AI-driven branding, sustainability and the rise of digital-first brand experiences. We’ll explore how brands are adapting to new platforms like the metaverse, NFTs and social commerce, while also considering the impact of evolving consumer behaviours on brand strategy and product innovation.
  Moderator: Anahit Lou
• The business of design: Aligning design practices with business mindsets
  It can often be challenging for designers to balance our creative visions with successful business outcomes. Whether it be for our clients, who would like to understand the ROI behind every project, or for ourselves, focusing on setting up our own businesses to be financially viable, there is a constant struggle between left and right brain. Let’s chat about how we can combine the best of both worlds.
  Moderator: Dave Dick RGD
• Beautiful, creative + accessible: Strategies for accessible design
  Join this discussion focused on key questions about accessibility, such as when and how to consider it when launching a project, advice or insights that have changed your perspective on accessibility, and your favourite tools for streamlining accessibility in your projects or organization.
  Moderator: Mairin Deery RGD
• The value of Certification [Free]
  Certification has both internal and external value, in any profession. For designers, it’s about the accomplishment and the internal feeling of pride. But it’s also about the external credibility it provides for clients and employers. Join the RGD’s Executive Director as she outlines the RGD’s Certification process and answers your questions about the process, the value of the experience and the benefits of RGD Membership throughout your career. We promise it’s not as scary as you think.
  Moderator: Hilary Ashworth
• Designing Differently: Embracing neurodiversity in creative work
  Being neurodivergent in the design world comes with both its unique challenges and extraordinary strengths. In this roundtable, we’ll explore how our brains work differently—and how that difference can be a superpower in creative problem-solving. Let’s discuss self-advocacy, our value as designers, strengths, accommodations, and what a truly inclusive design culture could look like. Whether you identify as neurodivergent or want to support ND coworkers, this is a space for honest conversation and collective insight.
  Moderator: Daniel Asel RGD

May 14

8:15 a.m. – 9:15 a.m.

• Work smarter, not harder: Strategies for creating great work, efficiently
  Designers do what they do best: design. By reducing administrative and mundane tasks, designers can focus on the project at hand. But how best to do this? Join this session to discuss techniques and processes to help.
  Moderator: Jon Sanson RGD
• Colouring inside the lines: Fostering creativity within the confines of a brand
  The same branding, same colours, same style day in and out. It can get pretty boring. How do we as creatives foster that creative itch and stay motivated while adhering to our often strict brand guidelines? Join us to discuss techniques for pushing the brand envelope, trying out new, potentially radical ideas, all while still staying brand faithful.
  Moderator: Natasha Rutledge RGD
• Comic Sans, you suck: Sharing your best stories of inappropriate font usage
  Get ready for a deep dive into the world of “bad” fonts! Join us as we explore what makes a font choice cringeworthy, debate whether Comic Sans deserves its infamous reputation and uncover why people love the fonts we love to hate. Expect spirited discussions and a few design horror stories! (p.s. We ARE hating on the same fonts, right?)
  Moderator: Diana Varma RGD
• The need for speed: Addressing time constraints within the design process
  In competitive markets, the need for speed in all areas of business has been increasing all the time. In response to the ever-increasing need for speed, how can designers develop creative solutions and contribute to business success, while staying true to effective design processes and maintaining a healthy work-life balance? What role can AI play in a designer’s efficiency? What processes and strategies contribute to cross-disciplinary collaboration and integration? Join us as we discuss the need for efficiency without sacrificing the quality of your designs or your mental health.
  Moderator: Sarah Prouse RGD
• The value of Certification [Free]
  Certification has both internal and external value, in any profession. For designers, it’s about the accomplishment and the internal feeling of pride. But it’s also about the external credibility it provides for clients and employers. Join the RGD’s Executive Director as she outlines the RGD’s Certification process and answers your questions about the process, the value of the experience and the benefits of RGD Membership throughout your career. We promise it’s not as scary as you think.
  Moderator: Hilary Ashworth
• Beyond the logo: Aligning emotional brand identity with visual design
  Branding often conjures images of logos and colour palettes, yet its essence delves much deeper. For designers, the challenge lies in transcending visual elements to encapsulate a brand’s core promise and emotional resonance. In this engaging roundtable, we’ll explore the multifaceted nature of branding, discussing strategies to harmonize a company’s emotional brand identity with its visual representation. Join us for a conversation that aims to shift perspectives and bridge the gap between a brand’s internal ethos and its external design.
  Moderator: Jason Dauphinee RGD
• Me, myself and I: Succeeding as a solo practitioner
  There is no blueprint to working for yourself. Let’s discuss the successes we’ve accomplished and failures we’ve endured, so we can all learn from each other and grow our businesses.
  Moderator: Eva Cremers
• From concept to completion: Managing design projects in-house
  Dive into the different aspects of project intake systems and project management processes within in-house design environments. Share strategies, best practices and key challenges for navigating design projects efficiently and effectively. Benefit from group insights to optimize your workflow and elevate project outcomes.
  Moderator: Diana Castaneda RGD
• Improving your leadership skills
  We will discuss how to inspire creativity, foster collaboration and effectively communicate to maximize your team’s potential. You’ll gain insights into strategies and tools for enhancing your leadership skills, as well as learn how to serve as the foundation and support of your team, fostering unity and facilitating growth.
  Moderator: Janet Kestin

May 14

12:00 p.m. – 1:00 p.m.

• Students only: Embrace your design identity + build your creative confidence [$5]
  Confidence is key to becoming a successful designer, but how do you garner confidence in a world of criticism and imposter syndrome? Join us to discuss simple tips and tricks to build creative confidence that will help you navigate your early career as a student and designer.
  Moderator: Dave Dick RGD
• Future-proofing your design career: Skills for the next decade
  As technology advances and consumer preferences shift, adaptability emerges as a critical trait for designers. We delve into the importance of mastering not only the latest design software and tools, but also fostering a deep understanding of UX and UI design principles. Our conversation will touch on the rising significance of ethical and sustainable design practices, emphasizing the role designers play in addressing global challenges. Join us to gain insights into how to navigate the dynamic design industry and ensure your career remains future-proof.
  Moderator: Mairin Deery RGD
• We are all brand ambassadors: Getting your organization on board
  How many times have you heard “I’m tired of those colours, that style or that branding element”? If you’ve been working with the same stakeholders for a while, then probably more than once. Or how about people who don’t like your organization’s rebrand? Join us for a discussion on turning naysayers into brand ambassadors.
  Moderator: Melanie Carter RGD
• AMA: Getting involved with the RGD [Free]
  Join the RGD’s Executive Director to learn more about the RGD, the largest professional association for graphic designers in Canada! She’ll answer questions about the benefits, tools, educational and networking opportunities. We’ll also discuss what’s missing and what you wish the RGD was offering. This is a low-pressure, casual way to find out how to get involved and connect with others in your community.
  Moderator: Hilary Ashworth
• Tell a stronger story: Strategies for effective communication and presentations
  In this discussion, we will explore communication and presentation techniques designed to captivate your audience’s attention. You’ll discover how to refine your storytelling skills and effectively integrate data, anecdotes, and visuals to convey your message with greater impact. We’ll also share valuable insights and best practices to help you become a more persuasive and engaging communicator.
  Moderator: Valentina D’Efilippo

Now’s the time to ask your employer for the time off (and ticket) to attend the conference.

Make things easier by using our request to attend template letters.

DesignThinkers is coming back to Vancouver on May 13 and 14, 2025. Join us for two days of presentations, workshops and networking opportunities. Register here.

Confirmed speakers include:
– Eva Cremers, Dutch 3D illustrator and animator
– Valentina D’Efilippo, information designer
– Carlos Segura, book/type designer
– Erin Sarofsky, film titles designer
– Matt Luckhurst, marketing designer
– Vincent Wanga, Executive Creative Consultant, Author of “The Art of Direction”
– Catalina Estrada, illustrator and pattern designer

This year’s manifesto

Design is a force. One that shapes how we see the world. With every choice, we hold the power to break barriers, challenge convention and shift perspectives. But not if we don’t question our own.

We’re here to give the industry a perception interception. And unlock potential through perspective. Because if you’re stuck in the same ways of seeing — you might be missing out.

Through always moving, morphing, adapting and evolving, we’re not just embracing shift in our industry, we’re here to shape it. Welcome to DesignThinkers 2025. Shift is about to go down.