How emotion and design can drive business success

Learn how creative leaders at this year’s By Design tap into emotion and design to make their work stand out. From heartfelt storytelling to unique, fun strategies, see how they’re transforming their industries and inspiring others.

Written by:

Daisy Magaña

Mar 20, 2025

6 minute read

Topics:

Two men on stage engaging talking with one another about the role design plays in business

An enthusiastic dialogue between  Paul Earle (bottom left) and David Rockwell (top center) exploring the world of design, innovation and creativity.

Creativity, design and innovation are keys to success in the business world. When businesses fuse these elements, they can connect with people on a deeper emotional level, create unique and memorable experiences and stand out in a crowded marketplace. Design thinking — the central theme of the 2025 By Design: Unlocking the Creative Advantage — encourages businesses to approach problems from new angles, fostering fresh and unconventional solutions that can lead to breakthroughs.

“Businesses who lead creative businesses, who have the ability to connect with people emotionally, who have the ability to do things that are asymmetric, that don't fit neatly in boxes and constructs that make no sense — all of these have one thing in common,” explained entrepreneur, writer and educator Paul Earle, host of this year’s design event. “They are incredibly tuned in to the world around them.” The one-day event took place at the Global Hub’s White Auditorium peeling back the countless layers of creative culture: emotion, storytelling, empathy, leadership, authenticity, ingenuity and deviation.

Business leaders and creatives spotlighted the power of design and prompting attendees to consider the multifaceted world of design from restaurants and airports to product packaging and advertising. Crate & Barrel founder Gordon Segal kicked the celebration of design with a warm welcome followed by speaking sessions from world-famous architect and designer David Rockwell, founder and chief creative officer Lewis Williams and food-industry entrepreneur Jen Zeszut. The day also featured artistic and cultural performances along with art exhibits from Kellogg students and members of the Chicagoland community.

Check out these key takeaways that showcase how design skills are a superpower — one that thrives on collaboration.

Think — and act — outside the box

While theatre and architecture are vastly different disciplines, Rockwell found a way to merge the two through design. “Spaces are about the experience that happens in them,” explained Rockwell. “What matters in design is the context for the human experience and taking into account all the different elements that affect how you might feel like how you enter a space and how you’re greeted to where the coffee or water are — all of those are designed.” From the big picture to the smallest detail, how people connect and interact drive the design.

A believer in the power of reinvention, Rockwell champions integrating unconventional approaches to help spur innovation. A Tony Award winner and two-time Emmy recipient, Rockwell’s achievements have garnered attention across the industry. Fast Company has recognized his firm as one of the most innovative design practices.

When JetBlue’s CEO expressed concerns about managing 20 million people in one of their new airports, Rockwell saw it as a unique opportunity. Viewing the bustling airport as a public dance, Rockwell collaborated with a choreographer to rethink the concept of movement in the context of design. They orchestrated movement transforming the space into a harmonious flow for travelers.

David Rockell, an architect, speaking during the ByDesign event at Kellogg — During his session, Rockwell spoke on the importance of craftsmanship in design during his session and shared how he brings it to life in his projects, from reimagining iconic restaurants like Nobu to renovating renowned hotels like the W New York.

Driving connection and emotion through storytelling

Effective storytelling does more than just tell a good story, it unearths a shared human experience. Williams, a self-proclaimed storyfinder, has collaborated on projects rooted in an empathetic and honest approach. With more than 30 years of total market and multicultural consumer marketing experience, the seasoned creative has worked at iconic agencies collaborating with chief marketing officers resulting in award-winning campaigns for renowned brands including Toyota, McDonald’s and Coca-Cola. Using real stories, his storytelling has evoked emotion, challenged perspectives and inspired action.

“Before you can harness emotion to influence others, you first must unlock the emotion inside yourself,” Williams shared. “You cannot influence someone else if you don't feel it yourself.” Emphasizing the importance of emotional connection, he notes that making people feel deeply is a key motivator in all his projects such as the partnership with The Ancestry documenting the journey of delivering the lost letters of Hawkins Wilson, a formerly enslaved individual, to his modern-day descendants 150 years after they were written.

Lewis Williams shares insights on how emotion and storytelling are two drivers for designing compelling ads and campaigns — Lewis Williams highlighted the significance of storytelling and music in creating emotional connections with audiences.

Edgy authenticity

Building a brand that evokes strong positive emotions can help create customer loyalty, but how do you cut through the noise? Four-time CEO Zeszut has infused design, creativity, authenticity and emotion to do just that. With a desire to stir and shake things up in the boxed macaroni and cheese vertical, she co-founded Goodles, the first boxed mac and cheese ever to receive Clean Label certification. The three-year-old brand has already carved space among competitor heavyweights like Kraft and Annie’s.

Authenticity shines through its resourceful, relatable brand approach, like filming videos in a parking lot with the help of family members. “Our success proves that embracing edginess and authenticity — doing things our way, prioritizing joy, creativity and the unconventional — can resonate deeply with people,” shared Zeszut. “We're paving the way for others to be bold and true to themselves.”

Their commitment to living the brand's values can be seen in every aspect from design to customer experience, like the “Easter eggs” hidden on their website and the 1-707-GOODLES hotline. The brand's annual April Fool’s Day rebrand, imbued with humorous and edgy product names, showcases their willingness to take risks and have fun.