Adobe-full-color Adobe-white Adobe-black logo-white Adobe-full Adobe Behance arrow-down arrow-right LineCreated with Sketch. close-tablet-03 close-tablet-05 comment dropdown-close dropdown-open facebook instagram linkedin rss search share twitter

Creative Process

Natasha Jen: Design Thinking Is Bullshit


About this talk

If Google Image search is your sole barometer, “design thinking uses just one tool: 3M Post-Its,” says Pentagram partner Natasha Jen. “Why did we end up with a single medium? Charles and Ray Eames worked in a complete lack of Post-It stickies. They learned by doing.” In her provocative 99U talk, Jen lobbies for the “Crit” over the “Post-It” when it comes to moving design forward.

About Natasha Jen

Natasha Jen is an award-winning designer and educator. Born in Taipei, Taiwan, she was invited to join Pentagram’s New York office as partner in 2012. In 2014 she was acclaimed by Wired magazine as one of nine ‘Designers Who Matter’.

Jen’s work is recognized for its innovative use of graphic, digital, and spatial interventions that challenge conventional notions of media and cultural contexts. Her work is immediately recognizable, encompassing brand identity systems, printed matters, exhibition design, digital interfaces, signage and way-finding systems, and architecture. Her clients, past and present, include Harvard x Design, Phaidon, Kate Spade, Chanel, Nike, First Round Capital, MIT, and the Metropolitan Museum, to name just a few. Pentagram made headlines in 2016 for their bold brand work on Hillary Clinton’s presidential campaign.

Jen has earned a variety of awards and appeared in a number of publications, including Wired, Fast Company, Kinfolk, Print, Creative Review, Metropolis, Flaunt, and China Art and Design. She was one of the winners of Art Directors Club Young Guns, for which she also served as a judge in 2007 and 2011. She has been a guest critic at Yale University School of Art, Rhode Island School of Design, and Maryland Institute College of Art; and currently serves on the Board of Directors for Storefront for Art & Architecture and AIGA’s New York Chapter.

Links

Pentagram

@njenworks

More articles on Creative Process

Liz Jackson
Ian Spalter
Debbie Millman
Julia Kaganskiy
Scott Belsky
Natasha Jen