Event Description

Gravity Tank is a Chicago-based, 25-person design strategy firm. Our work blends deep research, sharp strategy, and beautiful design to create powerful new business opportunities. We won't just rethink our clients' product - we'll work up into their supply chain and down into their customer's experience to shape a fully-integrated solution. The result? Meaningfully different innovation that stands out in the marketplace, that makes a difference to consumers and a difference to our clients' business.

At Small Talks, attendees visit local design community members at their place of work. Throughout the year Small Talks take us to a variety of firms, including boutiques, in-house departments, cross-discipline studios, start-ups and large agencies, with at least one suburban location.

Event Summary

Gravity Tank was the host for this year's first Small Talk on Tuesday, January 23. The night included an introduction to the 25-person design strategy firm, a presentation on their philosophy and approach, and a tour of their workspace.

The presentation was led primarily by Robert Zolna, one of the communication designers. He opened by defining Gravity Tank (GT) as "not a design firm, [but] an innovation firm... Innovation is about change, and change is really hard." GT concentrates not only on the aesthetic, or emotional aspects of innovation, but also on the analytical. "We use design to sell our case... and to shape a narrative," inferring the importance of incorporating both design and strategy in developing the best result.

The most striking aspect of the Gravity Tank studio was the unused desk space. Most team leaders, analysts, and designers spend a typical day in one of the modular conference rooms, preferring to work alongside their project teammates. The culture and environment strongly encourage collaboration.