In-house design and self-promotion design are some of the most exciting categories to explore because they show what happens when designers have a real connection to the work they’re making. When you design in-house, you know the brand better than anyone else, which leads to work that feels confident, consistent, and full of personality. Self-promotion design is just as fun, because it gives you the chance to experiment, take risks, and show off what makes your voice unique.
These categories are all about ownership, creativity, and designers doing work they truly care about—and that’s exactly what makes them stand out. If you’ve created something you’re proud of, whether it represents your organization or yourself, this is the perfect place to share it.
Meet the Jury
The In-House and Self-Promotion categories will be judged by a powerhouse panel of design leaders from some of the most recognized creative organizations in the world. With experience spanning editorial innovation, global brand building, product design, and creative technology, they know exactly what it means to make great work from the inside. Every day, they lead in-house teams at companies where the stakes are high and the standards are even higher—understanding the challenges, the freedom, and the responsibility that come with creating work for your own brand or for yourself.
Dalit Shalom // Director of Design, Storytelling and Strategic Initiatives at The New York Times
At The New York Times, Dalit leads design teams and spearheads design strategy for high-impact, company-wide initiatives. She focuses particularly on projects at the intersection of storytelling and emerging technologies, such as generative AI, and journalistic excellence, positioning The Times at the forefront of innovation in news.
Her work is centered around product design, editorial strategy, advanced research, dynamic ideation, and rapid prototyping. She collaborates closely with senior company leadership to define forward-thinking design principles, drive agile ideation, and deliver innovative solutions that shape the future of news creation and distribution.
Beyond her role at The New York Times, Dalit teaches design thinking at NYU’s Tisch School of the Arts and Tandon School of Engineering. She has also taught at Columbia Journalism School and is an alumna of the Sulzberger Executive Leadership Program (Class of 2022).
Carl Gerhards // Senior Design Director, Global Lay’s at PepsiCo
Carl Gerhards leads the 360 design of the Lay’s brand across packaging, retail, campaigns, experiences, digital, licensing and more. Carl previously served as the Senior Director of Design for Pepsi where he led the brand into it’s most recent visual identity system. He has also led Mtn Dew, Rockstar Energy and other brands at PepsiCo Beverages North America, where he delivered elevated experiences for Mtn Dew and the NBA and breakthrough flavor innovations like Mtn Dew Major Melon. Before joining PepsiCo, Carl spent over a decade honing his skills at the design agencies including: Sterling Brands, Landor, and Interbrand, where he delivered long-term global design solutions for brands like Hershey’s, Campbell’s, and Gillette.
Eric Snowden // Senior Vice President of Design at Adobe
Eric Snowden is the Senior Vice President of Design at Adobe overseeing a multidisciplinary team of designers responsible for the Creative Cloud & Document Cloud suite of product and services. His team is responsible for the Digital Video & Audio, Digital Imaging, Design & Web, Documents, Mobile, Portfolio, and Services across web, desktop, and mobile surfaces.
Enter your work in the In-House and Self-Promotion categories in this year’s PRINT Awards and show what happens when great design comes from the inside.
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