This theme addresses the nuanced and dynamic journey designers face as they transition into leadership roles. Many new design leaders often struggle to define their responsibilities, as expectations are rarely clear or fixed.

This topic explores the challenges of moving beyond craft and design execution to shaping and guiding a larger vision. It emphasises the fluid, context-dependent nature of leadership in design, where the role often shifts based on team size, organisational culture, and evolving business needs.

The focus is on understanding how to balance individuality with collective goals, adapt to ever-changing environments, and navigate the ambiguity of leadership while driving design innovation and strategy.