Kemp Atwood on Design as a System for Value

This week on the DesignThinkers podcast, I’m joined by Kemp Attwood, partner at AREA 17. With a background in creative writing and new media design, Kemp has spent nearly two decades working at the intersection of design, strategy, and technology.

He has helped shape AREA 17’s global vision—leading interdisciplinary teams across Paris and New York to deliver transformative work for clients like The New York Times, Google, the Art Institute of Chicago, and the National Gallery of Canada.

In this episode, we dive into how design is more than just craft—how it becomes a system for delivering real value. Kemp shares his thoughts on behavioral branding, the rise of hyper-personalized UI, what AI tools get right (and wrong), and why making is still one of the best ways to think.

We also talk about long-term client relationships, running a distributed global team, and how 100+ office plants became part of the AREA 17 ecosystem.

Whether you’re deep in digital design or simply curious about how strategy, brand, and interface collide, this one’s packed with thoughtful ideas, a few laughs, and a whole lot of wisdom.

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