Skopje Design Week 2024 offered not only a platform for creative exploration but also a space for professional development, as demonstrated by Zoran Jedrejčić’s compelling masterclass, “How to Create a Design-Oriented Brand.“ A globally recognized industrial designer, Jedrejčić shared invaluable insights on navigating the intersection of creativity and commerce.
The session opened with a discussion on the significance of branding in today’s saturated market. Jedrejčić emphasized that a strong brand identity is as much about storytelling as it is about aesthetics. He encouraged designers to build authentic narratives that connect emotionally with their audience, setting the foundation for long-term success.
From there, the focus shifted to the practicalities of working with manufacturers—a topic often overlooked in design education. Jedrejčić outlined the stages of production, from prototyping to market launch, providing attendees with a clear understanding of how to align their creative vision with industrial capabilities.
One of the most valuable segments of the lecture revolved around financial strategies, particularly the often-misunderstood realm of royalties and compensation. Jedrejčić demystified the process, offering tips on negotiation and pricing that are crucial for ensuring fair returns on creative labor.
“This was a game-changer for me as an emerging designer,” one attendee remarked. “I now have a roadmap for how to take my ideas from sketches to products on store shelves.”
Jedrejčić’s session was more than a lecture; it was a call to action for designers to take charge of their careers and embrace their role as both creatives and entrepreneurs. His approach resonated deeply with the Next Gen Design program’s overarching goal of fostering a generation of designers who are not only innovative but also business-savvy and globally competitive.