Dan Kraemer of IA Collaborative speaks about packing the CSO Photo

Dan Kraemer of IA Collaborative speaks about packing the CSO

March 10, 2009, 4:00 - 5:30 p.m.

Ford Motor Company Engineering Design Center
2133 Sheridan Rd. Evanston , IL 60208

Packing the House


The world-renowned Chicago Symphony Orchestra has enjoyed tremendous success for more than 100 years. Yet as people increasingly have less time and more options for entertainment, the CSO faces the challenge of gaining new listeners while encouraging greater participation from current patrons. To address this challenge, IA Collaborative and the CSO immersed themselves with loyal and new patrons to understand perceptions and identify unmet needs. The team investigated the symphony's current assets and partnerships, and explored new technology, channel, and brand opportunities. IA and CSO then created a new creative vision and strategic plan for the Chicago Symphony Orchestra to become a premier cultural arts innovator. The integrated design program has delivered powerful business value with annual online sales increasing from $220,000 to $3.5 million.


Dan Kraemer is co-founder and Creative Director of IA Collaborative, a user-centered design firm dedicated to helping companies prosper through brand and marketplace innovation. Under his leadership, IA Collaborative has gained recognition as one of the world's leading design innovators, working with clients including Nike, Hewlett-Packard, Miller Brewing Co. Gatorade and Caterpillar.

As Creative Director, Kraemer has spent 17-years perfecting IA Collaborative's proprietary User Driven Design™ process, which starts with immersive ethnographic research and results in truly innovative design and powerful design thinking. His ability to connect with the core of a brand through communication and interactive design solutions has delivered huge dividends for IA's clients from financial performance to cultural change.

Following the mantra, 'only by living a design problem can you start to solve it,' Kraemer takes an immersive approach to his creative work, and by facilitating a collaborative design process with his clients, he is able to better frame solutions, build alignment and articulate a common vision. This proven design method is more than a competitive advantage for IA, it's a passionate ethos in IA's downtown Chicago office where Kraemer leads of team of strategists, researchers, designers and writers.

Kraemer has proven that, by observing and understanding user behavior, emerging technology, and brand potential, today's most innovative thinkers can not only define business opportunities, but translate key insights into inspiring, future-focused brand, product and service experiences.