Upcoming showcase at the London Design Festival on 20th September 2025 •
The Moonshot Assembly
The Moonshot Assembly
Think together. Think better.
Powered by Extended Pack Collective
Global design leaders coming together to surface shared insight and deepen design’s evolving intelligence
Contributions from Design Leaders across the industries
The 2025 Edition
Metamorphosis of Designers
Explores the evolving journey from craft to leadership; unpacking how designers navigate influence, ambiguity, and responsibility as their roles expand beyond execution.
The 2025 Edition
Metamorphosis of Designers
Explores the evolving journey from craft to leadership; unpacking how designers navigate influence, ambiguity, and responsibility as their roles expand beyond execution.
A glimpse into the mixers
In mixers held around the world, design leaders come together to share their real experiences of moving from hands-on work to strategic leadership. Through these conversations, common patterns, challenges, and questions emerged. These insights have led to an engaging presentation and a detailed report that reflects the actual, lived realities of design leadership, honest, practical, and rooted in experience.
A glimpse into the mixers
In mixers held around the world, design leaders come together to share their real experiences of moving from hands-on work to strategic leadership. Through these conversations, common patterns, challenges, and questions emerged. These insights have led to an engaging presentation and a detailed report that reflects the actual, lived realities of design leadership, honest, practical, and rooted in experience.
Themes surfacing from the mixers
Cultural Tensions
How do personal, team, and organisational cultures clash/ align with leadership transitions?
Cultural Tensions
How do personal, team, and organisational cultures clash/ align with leadership transitions?
Cultural Tensions
How do personal, team, and organisational cultures clash/ align with leadership transitions?
AI + Leadership
How does AI rewire experimentation, critique, and influence within teams?
AI + Leadership
How does AI rewire experimentation, critique, and influence within teams?
AI + Leadership
How does AI rewire experimentation, critique, and influence within teams?
Taste, Influence, Authority
Should design teams be responsible for shaping organisational taste?
Taste, Influence, Authority
Should design teams be responsible for shaping organisational taste?
Taste, Influence, Authority
Should design teams be responsible for shaping organisational taste?
Leadership Myths
Why do we equate leadership with visibility or hierarchy? Can leadership be distributed?
Leadership Myths
Why do we equate leadership with visibility or hierarchy? Can leadership be distributed?
Leadership Myths
Why do we equate leadership with visibility or hierarchy? Can leadership be distributed?
The Role of Upbringing
How do personal histories shape the way we lead, manage, and decide?
The Role of Upbringing
How do personal histories shape the way we lead, manage, and decide?
The Role of Upbringing
How do personal histories shape the way we lead, manage, and decide?
Measuring Impact
Can we separate the success of a team from the brand it belongs to?
Measuring Impact
Can we separate the success of a team from the brand it belongs to?
Measuring Impact
Can we separate the success of a team from the brand it belongs to?
And more…
Upcoming Assembly at the London Design Festival 2025
The insights built during the mixers are taken forward into global showcases making the collective intelligence visible and impactful.
Why Moonshot Assembly
Conceptualised by the Extended Pack Collective, it was created out of a need for deeper conversations and more inclusive voices, something traditional conferences often miss. In large settings, quiet perspectives and nuanced leadership can get lost, and the ideas shared often feel too broad to apply in real life.
But in today’s fast-changing world, shaped by rapid shifts in technology and society, it’s more important than ever to bring together diverse viewpoints that truly inspire and guide action.
Moonshot offers a fresh take on the usual conference format by creating a more inclusive and thoughtful space to learn and connect. Instead of one big stage or a few loud voices, it brings together design leaders from around the world through small, curated mixers.
Each mixer explores an important topic in design, making space for diverse views, including those that are often missed in typical events.
What holds this space together
The principles that shape how we think, relate, and act.
Depth over Display
There is space for nuance, contradiction, and thoughtful exploration; beyond the obvious.
Depth over Display
There is space for nuance, contradiction, and thoughtful exploration; beyond the obvious.
Depth over Display
There is space for nuance, contradiction, and thoughtful exploration; beyond the obvious.
Collective over Singular
Insight doesn’t come from a single voice. It’s shaped through friction, exchange, and shared perspective.
Collective over Singular
Insight doesn’t come from a single voice. It’s shaped through friction, exchange, and shared perspective.
Collective over Singular
Insight doesn’t come from a single voice. It’s shaped through friction, exchange, and shared perspective.
Grounded in Practice
Everything we explore is eventually taken back into the craft; lived, and reshaped in the real.
Grounded in Practice
Everything we explore is eventually taken back into the craft; lived, and reshaped in the real.
Grounded in Practice
Everything we explore is eventually taken back into the craft; lived, and reshaped in the real.
Design Leaders for 2025 Edition
I found the session refreshing and energizing. It was valuable to engage with people who brought diverse perspectives and strong intent. I especially appreciated the richness of stories shared—some were deeply inspiring and offered new ways to look at familiar challenges.
Sunit Sharma, Head of Design @ Conde Nast
From Design Leaders globally across the industries
I found the session refreshing and energizing. It was valuable to engage with people who brought diverse perspectives and strong intent. I especially appreciated the richness of stories shared—some were deeply inspiring and offered new ways to look at familiar challenges.
Sunit Sharma, Head of Design @ Conde Nast
From Design Leaders globally across the industries
I found the session refreshing and energizing. It was valuable to engage with people who brought diverse perspectives and strong intent. I especially appreciated the richness of stories shared—some were deeply inspiring and offered new ways to look at familiar challenges.
Sunit Sharma, Senior Design Director @ Conde Nast
From Design Leaders globally across the industries
Frequently asked questions
We’ve answered your top questions to show how we can transform your brand.
What are mixers?
Mixers are small, high-context conversations hosted both online and offline with 5-6 design leaders. Each mixer dives deep into a specific theme, surfacing lived experiences, tensions, and unfiltered perspectives that often don’t find space in conventional formats.
What is an assembly?
An assembly is a larger, curated gathering where the collective insight from multiple mixers is brought to the surface. It’s a space to reflect together, present provocations, and open up grounded conversations to a wider community. What we’re hosting at LDF 2025 is an example of an assembly.
Who participates in these mixers?
Each mixer brings together experienced design leaders and practitioners across disciplines, domains, and geographies. We prioritise diversity of thought and experience—leaders who are reflective, open, and willing to engage in honest dialogue, even when it’s uncomfortable or unfinished.
What happens during a mixer?
Each mixer is a focused 90–120 minute conversation, guided by a moderator and a set of provocations or questions. Participants reflect, share, and challenge each other around the theme. There are no presentations or decks—just people thinking together in real time. The goal is to surface insights that are grounded in practice and rich with nuance.
Can I attend or participate in a session?
Assemblies that are public—like our showcase at London Design Festival 2025 are open for registration. Mixer participation is by invitation or nomination to ensure balance, depth, and context in the group. If you’d like to be considered or nominate someone, you can express interest by reaching out to us at howl@wolffkraft.com.
Frequently asked questions
We’ve answered your top questions to show how we can transform your brand.
What are mixers?
Mixers are small, high-context conversations hosted both online and offline with 5-6 design leaders. Each mixer dives deep into a specific theme, surfacing lived experiences, tensions, and unfiltered perspectives that often don’t find space in conventional formats.
What is an assembly?
An assembly is a larger, curated gathering where the collective insight from multiple mixers is brought to the surface. It’s a space to reflect together, present provocations, and open up grounded conversations to a wider community. What we’re hosting at LDF 2025 is an example of an assembly.
Who participates in these mixers?
Each mixer brings together experienced design leaders and practitioners across disciplines, domains, and geographies. We prioritise diversity of thought and experience—leaders who are reflective, open, and willing to engage in honest dialogue, even when it’s uncomfortable or unfinished.
What happens during a mixer?
Each mixer is a focused 90–120 minute conversation, guided by a moderator and a set of provocations or questions. Participants reflect, share, and challenge each other around the theme. There are no presentations or decks—just people thinking together in real time. The goal is to surface insights that are grounded in practice and rich with nuance.
Can I attend or participate in a session?
Assemblies that are public—like our showcase at London Design Festival 2025 are open for registration. Mixer participation is by invitation or nomination to ensure balance, depth, and context in the group. If you’d like to be considered or nominate someone, you can express interest by reaching out to us at howl@wolffkraft.com.
Frequently asked questions
We’ve answered your top questions to show how we can transform your brand.
What are mixers?
Mixers are small, high-context conversations hosted both online and offline with 5-6 design leaders. Each mixer dives deep into a specific theme, surfacing lived experiences, tensions, and unfiltered perspectives that often don’t find space in conventional formats.
What is an assembly?
An assembly is a larger, curated gathering where the collective insight from multiple mixers is brought to the surface. It’s a space to reflect together, present provocations, and open up grounded conversations to a wider community. What we’re hosting at LDF 2025 is an example of an assembly.
Who participates in these mixers?
Each mixer brings together experienced design leaders and practitioners across disciplines, domains, and geographies. We prioritise diversity of thought and experience—leaders who are reflective, open, and willing to engage in honest dialogue, even when it’s uncomfortable or unfinished.
What happens during a mixer?
Each mixer is a focused 90–120 minute conversation, guided by a moderator and a set of provocations or questions. Participants reflect, share, and challenge each other around the theme. There are no presentations or decks—just people thinking together in real time. The goal is to surface insights that are grounded in practice and rich with nuance.
Can I attend or participate in a session?
Assemblies that are public—like our showcase at London Design Festival 2025 are open for registration. Mixer participation is by invitation or nomination to ensure balance, depth, and context in the group. If you’d like to be considered or nominate someone, you can express interest by reaching out to us at howl@wolffkraft.com.