
šŗ Chief Designer @Wolffkraft āš¼ On Design, being a Designer, and Entrepreneurship. š ļø Helps businesses Investigate, Innovate, Disrupt & Inspire using Design.
San Francisco, CA
Joined October 2010
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Mohit Yadav retweeted
A startupās biggest bottleneck is the founderās ability to seek out evidence that theyāre wrong about their product and themselves and act on it before the market forces them to.
Mohit Yadav retweeted
Some design conversations are too important to leave to conference stages, keynote decks, or quick opinions. They need a gathering of experienced designers and leaders willing to think together.
Six months ago, Sonam and I started working on what would become one of EPC's most ambitious gatherings yet - EPC Design Dialogues, during the London Design Festival 2026. We thought, if we could bring together some of the most thoughtful design leaders in the UK, what conversations are worth having right now?
A gathering where leaders could challenge perspectives, build on each other's experiences, and think out loud, in front of a wider community of practising designers.
After many conversations and iterations, Sonam brought together three deeply connected themes that we felt deserved much more attention:
1. The Evolving Value of a Designer
2. The Evolving Relationship Between Designers and Non-Designers
3. The Evolving Responsibility of Design
I am delighted to share that we successfully hosted Design Dialogues by the Extended Pack Collective in London on 18th Sep 2026, bringing together an incredible group of design leaders from London, Scotland and Cambridge.
A huge thank you to every leader who brought their experiences, disagreements, learnings and generosity into the room. The spirit of sharing knowledge and giving back to the wider design community is what makes EPC possible.
1. Simon Dixon, Co-Founder, DixonBaxi
2. Ashton Snook - Head of Design and Research Vodafone
3. Angelina Severino, Group Design & UX Lead, Lebara
4. Thom Cowell, UKI Design and Digital Products Head of Creative, Accenture Song
5. Yolanda Martin Olivas, VP of Product Design, Jigsaw
6. Simon Gough - Director at Redfront
7. Alberta Soranzo - VP Design & Research at Elsevier
8. Martin Dowson FRSA, Managing Director, Liminal Design Office
9. Dr Idrees Rasouli - Associate professor of design and urban innovation at Anglia Ruskin University, Cambridge
This event also would not have happened without the deep effort of my Founding Partner, Sonam, and my co-moderator, Scott Parker.
Also, thank you to our collective members for the on-ground support: Arnab Ghose, ashish handa, and Samarita Sarkar.
Thanks Royal Society of Arts for providing a terrific venue for the event. As a Fellow of RSA, it was a privilege to host bright minds at the epicentre.
And thank you, Angela Grabowska, for documenting the day so beautifully. Loved seeing the conversations come alive through your photographs.
Over the coming weeks, we'll share detailed documentation, essays, and reflections from each of the three dialogues.
London was the beginning. The dialogue continues.
#EPCDesignDialogues #ExtendedPackCollective #LDF2026
#Design
What if the tension between designers and non-designers isnāt about who gets to design, but whose judgement gets trusted?
Thatās what our recent Extended Pack Collective community polls are beginning to reveal.
The biggest source of tension?
Different definitions of quality. Designers trust non-designers less when taste is presented as expertise, while non-designers trust designers most when there is evidence behind their recommendations. And designers may be entering important conversations too late because design is still viewed as execution.
So as tools make it possible for almost anyone to participate in design, how should the relationship between designers and non-designers evolve?
Thatās the conversation at The Evolving Relationship Between Designers and Non-Designers at @ExtendedPack Collective Design Dialogues Ć @L_D_F London Design Festival 2026.
Ā· 18 September
Ā· RSA House, London
Ā· 09:45ā10:30 AM
Come bring your perspective.
#LDF26 #ExtendedPackCollective #LondonDesignFestival
What if the biggest threat to designers isnāt AI, but failing to redefine their role?
Thatās what our recent Extended Pack Collective community polls seem to be telling us.
Designers believe their greatest value is created before the problem is defined. That their future is in becoming shapers of systems. And that systems thinking is the capability they most need to develop.
So, what does the value of a designer become when making is no longer the scarce capability?
Thatās the conversation weāre bringing to The Evolving Value of a Designer at @ExtendedPack Collective Design Dialogues Ć @L_D_F London Design Festival 2026.
⢠18 September
⢠RSA House, London
⢠8:45-9:30 AM
Come join the conversation.
#LDF26 #ExtendedpackCollective #EPCDesignDialogues
When technology makes execution faster and creative tools more accessible, what remains uniquely valuable about a designer?
Weāre delighted to welcome Simon Dixon, to EPC Design Dialogues as a panellist for āThe Evolving Value of a Designer.ā
extendedpack.com/ldf-2026
Simon has spent more than three decades running creative agencies, guided by an undimmed conviction that great thinking and beautifully crafted design can make the world better.
In 2001, he co-founded @DixonBaxi with Aporva Baxi. Together, they have built a global reputation in branding and design, helping forward-thinking organisations connect with and inspire their audiences.
DixonBaxi is trusted by brands including Netflix, F1, Audible, AC Milan, Roblox, TikTok, Delta and British Landācompanies intent on challenging what is expected.
Simon brings an essential perspective to our discussion: In a world of rapid and constant change, how can designers combine enduring creative principles with the ability to continually reinvent what they do?
Design Dialogues - Hosted by Extended Pack Collective
In partnership with @L_D_F London Design Festival 2026
Date: 18 September 2026
Panel 1 : 8:45ā9:30 AM
Location: RSA House, London
Event website and registration details in the comments.
#EPCDesignDialogues #LondonDesignFestival #BrandDesign #LDF26 #CreativeLeadership #FutureOfDesign #ExtendedPackCollective
On 18 September 2026, @ExtendedPack Collective is bringing EPC Design Dialogues to the Royal Society of Arts, London, as part of @L_D_F London Design Festival 2026.
A half-day gathering bringing together designers, creative leaders, researchers, educators and people who work alongside design to explore three connected questions:
Panel 01
The Evolving Value of the Designer
When execution becomes faster and more accessible, how is the designerās value being redefined?
Panel 02
The Evolving Relationship Between Designers and Non-Designers
What happens to expertise, trust, authorship and decision-making when more people can directly shape design outcomes?
Panel 03
The Evolving Responsibility of Design
As designās influence expands across behaviours, systems, organisations and culture, what must it become more responsible for?
Date: 18 September 2026
Time: 08:30 AM ā12:00 PM
Location: RSA House, 8 John Adam St, London
Website and registration link in the comments
Design is changing.
Its tools are becoming more accessible. More people are shaping design outcomes. Designers themselves are operating across increasingly complex organisational, strategic, and technological contexts.
On 18 September 2026, @ExtendedPack Collective is bringing EPC Design Dialogues to the Royal Society of Arts, London, as part of @L_D_F London Design Festival 2026.
More Details: lnkd.in/gCUPVDpa
A half-day gathering bringing together designers, creative leaders, researchers, educators and people who work alongside design to explore three connected questions:
01 ā The Evolving Value of the Designer
When execution becomes faster and more accessible, how is the designerās value being redefined?
02 ā The Evolving Relationship Between Designers and Non-Designers
What happens to expertise, trust, authorship and decision-making when more people can directly shape design outcomes?
03 ā The Evolving Responsibility of Design
As designās influence expands across behaviours, systems, organisations and culture, what must it become more responsible for?
18 September 2026
08:30 AM ā12:00 PM
RSA House, 8 John Adam St, London
See you in London!
#LondonDesignFestival
#LDF2026
#DesignLeadership
#Design
#EPCDesignDialogues
#ExtendedPackCollective
Mohit Yadav retweeted
Scaling design teams is often presented as an organisational problem. It is more accurately a problem of distributed judgment.
1. Headcount matters when the business has more meaningful problems than the existing team can responsibly address.
2. Structure matters because capable people need ownership, support, and room to grow.
3. Systems matter because quality cannot depend on personal memory or constant supervision.
4. Leadership matters because design needs access to the right information, conversations, and opportunities.
The strongest design teams do not simply produce more. They help the organisation choose better, learn faster, and build with greater care.
Read the blog from our recent Unscripted session hosted by the Extended Pack Collective with Subroto Bagh and Shreeya Malpani.
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#EPCUnscripted #ScalingDesignTeams #DesignHiring #ExtendedPackCollective
epicjournal.design/scaling-dā¦
Mohit Yadav retweeted
Design for social good isn't just about better products or services. It is about the relationships they create between people, communities, institutions and systems, and the conditions those relationships make possible.
Last evening at the Extended Pack Collective, we hosted @IdreesRasouli from Cambridge, talking about his work, "Design for social good". It was an amazing session with EPC Members having a deep, detailed and insightful conversation with Dr Idrees.
Check out the blog created from the notes of the session.
epicjournal.design/design-foā¦
Mohit Yadav retweeted
Design for social good - talk by Dr. @IdreesRasouli for the members of the Extended Pack Collective.
A human brain can learn to navigate wider-ranging paths through a larger cross-section of reality than any other animal. Thatās our special power.











