Lorenz Kilga opens his doors and invites you to the Design Network Idea Hub at Seilergasse 15 in Innsbruck for a talk on creativity, change, and brand identity amid generational transition.
When new generations take the reins, the first things to be questioned are often the visible elements: the logo, the language, and a brand’s visual identity. Yet behind the desire for change lies far more than just a new look. It’s about new perspectives on markets, social developments, and the question of how brands want to be perceived in the future.
Lorenz Kilga discusses why creativity in generational change doesn’t lie in “reinventing” but in consciously building upon existing identities. Areas of tension arise between tradition and transformation, but so do opportunities: How can a brand preserve its heritage while remaining culturally relevant? When is evolution needed instead of revolution? And why does genuine brand development begin not with design, but with attitude, positioning, and strategic clarity?
Afterward, there will be time for discussion, conversation, and new perspectives within the Tyrolean creative scene. Then we could all head over to St. Bartlmä for a drink at the Fö N Festival.
