Joe Gray, Chief Strategy Officer at VML Chicago

We interviewed ID alum Joe Gray (MDM 2012), the Chief Strategy Officer at VML Chicago, by email about the current state of design and how his time at the Institute of Design has shaped his career.

Joe has been at VML Chicago, a global creative agency focused on brand experience, customer experience, commerce, and technology, since 2020. For two decades, he has built brands and launched innovative products and services across automotive, pharmaceutical, consumer goods, and insurance categories, leading strategy teams for global brands including Bayer, Mars Wrigley, Mercedes-Benz, and Kraft Heinz.

He’s served in leadership roles at Leo Burnett and BBDO Worldwide, as an Expert in Residence for Design Thinking and Brand Strategy at Tsinghua University, and has taught in Illinois Tech’s IPRO Program.

How did you decide to come to ID?

‘Plan A’ for me was to make a career in academia as an anthropologist. At the time, I had no idea that anthropology had a place in business until I saw an ad for an advertising agency seeking interns with backgrounds in the social sciences. I took the internship, and it was there that I first learned of the Institute of Design. Years later, I applied for what at that time was called the Master of Design Methods program, with the goal of extending the skills I’d honed at the intersection of anthropology and advertising to take on bigger societal challenges. It’s been a rewarding journey, and my experience at ID and ongoing connection to the community continues to open a world of opportunity.

What has surprised you on your path from ID to where you are now?

The thing that surprised me most was just how fluidly my expanded skillset and fluency in design strategy led to a whole new range of client engagements. For example, immediately after I graduated from ID, one of my global healthcare clients at the time engaged me in consulting on the creation of a new approach to product and service innovation — the first of many such projects.

How would you describe design today? Both at your organization and in the larger world?

At my organization, human-centered design sits at the intersection of brand strategy (BX), customer experience (CX), and commerce (CO). We believe that when you’re truly “human first” in your approach, these three interrelated disciplines can solve brand, marketing, and innovation challenges effectively and efficiently.

What is exciting you now in design, and what do you foresee happening next ?

I’d be remiss if I didn’t mention AI as a major focus of our efforts toward enhancing and accelerating our approach. To me, design plays a key role here, balancing real-world human empathy and narrative with the scale afforded by Large Language Model insights and generative creative iteration.

What would you tell emerging designers about how to position themselves for tomorrow?

Wholeheartedly embrace the technological advances sweeping our field, especially artificial intelligence. But always remember, there’s no such thing as artificial empathy. There’s simply no replacement for deep cultural insights and anthropological understanding for those for whom we design products, services, and communications.

What have been some of your biggest lessons and proudest moments?

I’ve learned that vulnerability and so-called “imposter syndrome” aren’t weaknesses at all — they’re strengths. Every sector, client, and project has its unique challenges and contexts, which at the start of any endeavor, can feel like you have a steep learning curve ahead. But that feeling of being an “imposter” is just earnest curiosity masquerading as self-doubt. Stay curious and always question.

As for my proudest moments, I’ve been lucky to have worked on several initiatives throughout my career that redefined stereotypes and pushed back against bias — for example, the launch of Dove’s “Campaign for Real Beauty” early in my career, and most recently, a diabetes advocacy initiative with Abbott called “Above the Bias,” a platform to end diabetes prejudice.

What makes a good designer? If you hire, what do you look for?

Two things are key for me:

1. The ability to reframe a problem or opportunity, rather than simply accepting a challenge at face value; and
2. The courage to humbly self-reflect and learn from failure and shortcomings.

What’s an image or a moment that comes to mind when you think of ID?

I fondly remember the many irreplaceable moments of whiteboarding approaches to “big hairy problems” with teams of students from professional and academic backgrounds ancillary, but complementary, to my own.

What do you most value about your ID experience and why?

Sure, the class material was tremendous. But it was the moments of teamwork and camaraderie I describe above that were profoundly transformative to my career, and which built connections and friendships I’ll cherish for a lifetime.

Where do you see design increasingly providing value or taking a larger role?

Design has long had a branding problem. For those unfamiliar with what we do, the word itself conjures misconceptions of design’s limited role in organizations. But design will always have a seat at the table if we continue to prove that the fundamental approach and methods of our field yield undeniable breakthroughs in creativity. The commercial, societal, political, and environmental challenges of our time can feel insurmountable, but I continue to believe that design can help us creatively uncover solutions in the face of uncertainty.

Learn more about ID’s Master of Science in Strategic Design Leadership (MS-SDL) program and how it prepares leaders to tackle complex challenges at the intersection of design, strategy, and business innovation.