Type Directors Club is sponsoring Paula Scher to give the conference keynote, “Parks, Schools, and Theaters: Why I Love Designing for Public Spaces.”

Fifteen years ago, Paula Scher made a conscious decision to avoid web work and devote herself to identity design and environmental graphics, and she has never regretted that decision. This presentation explores Scher’s initial ignorance as an environmental designer, and her naivety about how civic groups, not-for-profit organizations, and governmental entities make decisions. It’s about her continued discovery as to how identities can and do resonate with audiences and, of course, her never-ending love affair with great big type.