Attendees to the professional design association AIGA's Gain Business and Design Conference, which runs October 26-28 in New York, will have the opportunity to hear Michael Hendrix, chief brand officer of Tricycle. The four-year-old company has led a sustainable revolution in the design and manufacturing industry by offering "dematerialized" design tools such as digitally simulated carpet samples that have saved tons of waste from landfills.

Hendrix will speak about designers' power to shape business process and strategy by framing sustainable design in terms of a company's objectives rather than its output. "Designers need to be rethinking and re-designing the lifecycle of products, the processes of businesses that make them, and the channels to market," he says. Hendrix will also include one of Tricycle's manufacturer clients, Bo Barber from Nood Floorcovering, to participate in his presentation.

The Gain conference brings together international business leaders and design experts to discuss how design can help generate return on investment, foster emotional connections, and enhance branding. Additional speakers this year will include design directors, brand directors, and executives from Architecture for Humanity, Autodesk, Coca-Cola North America, Marc Ecko, Method, Sun Microsystems, IDEO, and Jazz at Lincoln Center.


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