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Julia Burke

Design Director, PepsiCo

Julia Burke

Julia Burke is a Design Director on PepsiCo’s NYC Design Innovation Team for Beyond the Bottle, where she works with Sodastream’s Home + Commercial cross-functional leaders to drive a more circular future by changing the way the world drinks. She leads the industrial design, brand + portfolio strategy across equipment + consumables for Sodastream Professional. Prior to PepsiCo, Julia led Whirlpool’s Advanced ID Studio, crafting visions that melded product, brand, technology and service to build experiences that people love. Julia also spent six years consulting at TEAMS Design - where she gained broad experience in product design and brand strategy while working on everything from kitchen tools to the bathroom sink (and toilet…). She holds a BFA in Industrial Design from the University of Notre Dame.

Beyond the Hype: Establishing Authentic Design Strategy


Panel Discussion

August 24, 2023

9:30 AM - 10:45 AM

Breakout - Majestic

Design strategy has quickly become a buzz term inside and out of the design industry. While it is a very impactful approach to design solutions and processes, the term is developing connotations of pretentiousness and corporate b.s. How can we protect design strategy and change people’s experience of it? How do we make sure we don’t get caught up in using this term lightly or lost in going through the motions? Professionals and educators will discuss their experiences with design strategy throughout their careers and share their opinions on what are and are not successful ways to execute it.

The audience will learn:
1. Various approaches and applications for design strategy, including practices to avoid and how to navigate these requests as designers
2. Considerations for design strategy in the future and tools to leverage
3. Collaboration methods between internal and external teams

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