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Digital Roundtable


Today, every brand enjoys unprecedented access to consumer data. Social media platforms alone afford businesses more consumer knowledge than months (and millions) in research from years past. With audience information at parity, what differentiates a perfectly reasonable brand from a resonant one is how that data gets applied.

At LPK, a methodology rooted in our 16 primal, hardwired human desires offers a framework for building better brands. Desires help us apply consumer knowledge to the heart of a brand in ways that are intuitive (to consumers and brand-builders), powerful and enduring.

Join our creative and strategic experts for an exploration of Desires: what they are, why they matter and how to use them to bring precision and deeper meaning to your creative choices—improving in-market performance, ROI and, most importantly, connection to your consumers over time.

Recorded Wednesday, May 26, 2021


Hosted By

Chief Creative Officer


Nathan Hendricks is intent on creating things that work beautifully. As Chief Creative Officer, he oversees the quality and effectiveness of LPK’s outputs, shaping a culture of creative excellence that moves LPKers to do the best work of their careers—and brands to become the best versions of themselves.

A graphic designer by trade and lifelong student of the human condition, Nathan believes in the power of creativity to enhance everyday lives. In his nearly 40-year career, he has led the evolutions of some of the world’s most recognized brands and spoken on the changing nature of our industry with diverse publications and panels.

VP, Creative Excellence


David Volker creates brands that are both timely and timeless, developing breakthrough expressions for some of the most iconic names on earth—from Jim Beam to Gillette, Corona to Blue Diamond. Believing design is the ultimate communicator of strategic choices, David drives collaboration across LPK’s interdisciplinary teams, outfitting brands for growth and endurance through creativity.

An expert in heritage brands and CPGs of all kinds, David has published thought leadership and spoken on design and creativity for various panels, including AIGA Design Week.



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