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FBTB 2023: Ellen Lupton – the Queen of Storytelling in Visual design

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From Business to Buttons will take over Cirkus in Stockholm on May 12th 2023. the first speaker to be released for next year's conference line-up is Ellen Lupton – Writer, curator, educator, and designer. And she'll be doing a workshop too!

If you’ve ever struggled with all the different elements of Storytelling, now is the time to get excited. Ellen Lupton has authored and edited numerous spectacular books on design processes, including Thinking with Type, Design Is Storytelling and Graphic Design Thinking: Beyond Brainstorming. In other words, what Ellen Lupton has to say about visual storytelling, is what you need to know about visual storytelling.

And to add even more weight to her knowledge, Lupton has received honorary designations such as Curator Emerita at Cooper Hewitt, Smithsonian Design Museum in New York City. There, she organised numerous appreciated exhibitions. Furthermore, she is an American Institute of Graphic Arts Gold Medalist and a Fellow of the American Academy of Arts & Sciences. That’s what we call a great resume.

Storytelling and Visual Design

Storytelling builds connections through action, point of view, and movement through time and space. It may be evident that stories drive mediums like novels, plays, and Netflix – but what about visual design? 

In her talk at From Business to Buttons, “Storytelling and Visual Design”, Ellen Lupton will show how people actively experience a graphic illustration, a workflow, or a retail environment. And she will teach us how concepts such as the narrative arc, the hero's journey, and the rule of the threes encourage emotional responses.

Workshop – How to Communicate with Typography

Ellen Lupton will also be one of the speakers who will host a workshop tailored made for the conference. Prolong your experience and add her online workshop, on May 4th, to your FBTB23 experience. The workshop will be a valuable lesson on how typography is an essential element of user experience. Read more about Lupton's workshop here.

Join the conference

The tickets are released, and you'd do well to get yours before the next ticket category kicks in with a higher price level. Get tickets to FBTB23 here. If you're a team of five members or more, we recommend contacting our project manager Isabel Bjärnström at '' for a group discount.