“What is Design Now? Practice, Education, and Impact” industry panel held at RIT Croatia

Design today goes far beyond aesthetics. It sits at the intersection of technology, strategy, education, and real-world impact. To explore how the role of design is evolving and how education is responding to industry needs, RIT Croatia hosted an industry panel titled “What is Design Now? Practice, Education and Impact” on May 21 at the Zagreb campus.

The panel featured Alex Lobos, Professor and Director of the School of Design at Rochester Institute of Technology (USA), Davor Bruketa, Creative Director & Co-owner of Bruketa&Žinić&Grey, and Damjan Geber, CEO and Creative Director of Brigada, and was moderated by Dr. Petar Branislav Jelušić from the New Media Design Department at RIT Croatia. Together, they discussed how design education can better align with industry realities, the importance of teaching students how to think rather than only what to do, and the growing value of strong conceptual foundations, curiosity, and purpose-driven work in design practice.

A key part of the discussion focused on how design education can prepare students for an industry shaped by constant technological and market changes. Panelists emphasized that while specific tools and trends evolve rapidly, the ability to think critically, understand business context, and approach projects strategically remains essential for future designers. The conversation also explored how the role of design today increasingly extends beyond aesthetics, influencing user experience, branding, communication, and business decision-making. Throughout the panel, speakers shared practical insights from both industry and education, offering students and professionals a closer look at the expectations, challenges, and opportunities shaping contemporary design practice.