Package designers from as far as Brussels Belgium convened in Hauppage NY on August 1 to spend a day discussing a variety topics affecting the relationship between designer and client. Titled "Creating the new Paradigm" the conference was sponsored by Package Design Council Intl. Herndon VA. Six different sessions addressed various issues in the relationship. Some were law-based (Who owns the brand identity? And when?) while others were "inside" topics (Is there room for speculative work?). But most of the programs combined designers and design buyers addressing the two sides of topics including design research and the effects of "rightsizing" on the relationship. The first session on the role of company downsizing on the relationship between designer and the corporation provided the most intriguing look at trends in companies and how they are interpreted by design consultants. The three speakers/panelists were heavy hitters in anyone's design league. Bill Lunderman director of the global design center at Campbell Soup Co. Camden NJ described the changes now being implemented at his company. Hired from cosmetics giant Revlon Lunderman stressed that a new culture was taking root at what had been a hidebound company in the past. His design center which reports to the company president is tangible evidence of it. When he arrived the company evaluated new products by how easy it would be to put them in a can. That's no longer true he says. Because of acquisitions Campbell Soup is now taking a global perspective in products packaging and in design. And risk-taking is now a provocative part of the new culture. As this culture spreads throughout the organization "there may be casualties along the way." That's going to be part of what Lunderman sees as the new paradigm at Campbell. The company he believes now understands that casualties whether products designs or people are going to be simply part of the process in the future.