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Nov 04, 2022

NO YOURSELF: When breaking free from the familiar and defying your own process leads to extraordinary work

Kaila Jacques, Rodrigo Calderon

About this video


Hurdles are inevitable in the design process, be it working through difficult feedback, encountering moving targets or responding to changes in the world that are beyond our control. When these challenges present themselves, pivoting to something different—like defying yourself—may be the best decision that you and your team can make. When breaking free from the familiar, how do you find the balance between shifting your perspective and staying true to your principles? How can you use times of stress and struggle to create thoughtful work that leads to greater impact for your client partners? Join Kaila and Rodrigo as they take you behind the scenes on real projects for world-changing causes. They'll share the challenges that emerged and explain how they used strategy and collaboration to defy the status quo.

- How to know when your familiar creative process could benefit from a fresh take
- How to rally a team through the unknown and communicate the opportunities offered by change and uncertainty
- How to thoughtfully adapt your process to the unique contexts of different projects ensuring positive outcome


Kaila Jacques

With 10+ years of experience, Kaila specializes in branding and communication projects, leading teams through a research-driven approach to create meaningful, scalable and compelling visuals. Kaila has worked with global organizations such as UNICEF and United Way, and national foundations such as Robert Wood Johnson Foundation and Daymark Foundation. Prior to joining Briteweb, Kaila worked at RallyRally, Bruce Mau Design and the non-profit Evergreen. She has also taught design at York University and Toronto Metropolitan University. Kaila holds a Master of Design from York. Her thesis explored the relationship between accessibility and design, stemming from a close relationship with her brother who is on the autism spectrum. Kaila work has been recognized internationally with awards from several leading graphic design organizations.


Rodrigo Calderon

Rodrigo is an accomplished and award-winning brand builder and design lead who uses his skills as a strategist and empathic communicator to create meaningful design systems, narratives and digital experiences. At Briteweb, Rodrigo works closely with the agency strategists, copywriters, designers and developers, to ensure there alignment, excitement and intent on what Briteweb proposes, presents and deploys for client partners. Prior to Briteweb, Rodrigo was an associate creative director at RallyRally, a brand director at Good Measure and lead designer at Grizzly. As a newcomer to Canada—by way of Southern California and Santiago de Chile—Rodrigo is thrilled to to bring his expertise in developing and launching brands for clients such as Marriott and Microsoft to Briteweb. He an engaged community member, leader and enthusiastic advocate for sharing knowledge, resources and opportunities to make a direct and positive impact, and promote diversity and inclusion in the creative industry—and beyond.