16 The Creative Design Process

with Sonja Smalheer

Attendees learn how a design process works and how it forms the foundation of every successful brand or product.

We will address the following questions: What is a design process? How do I approach a project and how can I reflect on it using what was collected as the basis? How can I work out a clear product and develop a strong brand identity from the variety of options? What role does design play in it and how much good business sense do I need?

Sonja Smalheer

Sonja Smalheer is a passionate designer, speaker and entrepreneur. She believes that artists and arts play an important role in a happy, healthy society. She feels, it is her responsibility to support aspiring professional artists in their development in becoming successful, thriving and happy. She is the author of compelling and inspiring content helping artists to achieve this. As a speaker and teacher Sonja explores her topics with honest and humorous engagement. She talks on a variety of subjects such as design, the creative process and art entrepreneurship. She uses personal stories and her life lessons to inspire audiences to live a significant, authentic life. Sonja is a working artist and the roles of artist and designer are inseparable in her work. Although art is at the heart of her creative process, Sonja uses her experience as a fashion designer to turn her artwork into innovative and practical products. After her education in Cape Town, South Africa, she moved to the area of Amsterdam/NL where she lives and works today.