First Round

New York, May 8, 2026
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Robert Milam @robertmilam from @modestworks provided the audience with a slew of key points as he dove into his work for Atlético Dallas. Here are a few:
- We are all trying to come up with a good idea to represent the task we have been given and we need to convince the client.
- In that process we need to get clients on board and willing to get uncomfortable.
- Each idea is first shared through a simple written-out concept; no mood boards or anything that can steer the outcome visually without having nailed the main idea first.
- All the work included comes from a single strategic point-of-view aiming to find that which resonates with the client; it is less about concept A vs concept B.
- They find client feedback makes the work better. Period. Often they know better; sometimes they don’t, and sometimes they are quite simply, right.
- They work until the last possible minute before the presentation.
- Everyone loves a flag!
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#firstroundNYC #2026 #branding #identity #conference
Photos by @sofianegron