As I travelled to Detroit for my third ICA-SBA event, and my first-ever visit to the city, I was eager for the experiences ahead. The event promised rich discussions on brand heritage and the strategic role corporate history plays in shaping modern organizations.
Boarding my Delta flight from Heathrow (seat right at the back!), I was struck by a milestone moment: Delta celebrating its centenary year. Their heritage shone through, from vintage advertisements in the safety video to subtle nods to their past throughout the journey. It set the perfect tone for the trip, reminding me that every brand has its own story, and inspiring me to explore how leading organizations are using their heritage to define who they are today and shape where they’re going next.
To learn more about Delta’s centennial celebration, Legends Are Made Here, explore their story here.
An incredible opening experience exploring General Motors’ Design Archives, where creativity, material innovation, and legacy design all converge.
A huge thank you to Christo Datini, Manager of Corporate Archives, and his brilliant archives team for such an in-depth visit. The tour included their current exhibition on future design, an inside look at their facilities, and a walkthrough of their architecturally rich offices, including the historic design-led spaces of GM’s Vice Presidents, filled with original furniture and detail.
The GM Archives and Special Collections serve as the primary source for historical information and content related to the heritage of General Motors. They exist to document the history of GM as both a corporation and cultural entity, enhancing the company’s ability to tell interesting, accurate, and complete stories that serve its purpose and vision.
The conference opened with Jennifer M. Kolstad, Global Design and Brand Director at Ford Motor Company, reflecting on how heritage shapes design thinking and brand identity.
The morning continued with an outstanding set of talks on the use of archives in modernizing and redesigning buildings, featuring:
These sessions highlighted how architectural and design archives serve as more than repositories of visual history, they act as cultural blueprints that shape how organisations express their identity today.
By reusing archival materials within contemporary spaces, brands can reconnect with their founding values and communicate authenticity to modern audiences. This approach demonstrates how design heritage, when actively integrated into creative processes, can inspire innovation and result in meaningful, story-rich environments that reflect both legacy and forward-thinking design.
Please view a summary of the speakers in the video below.
Following a short break, we resumed with a powerful series of talks exploring how archives capture and shape company culture.
Speakers included:
We heard from Annika on the importance of making company culture tangible for new generations, followed by a walking tour of the Denim Machine (photographed below) with Tracey and Ted. Vrunda from Godrej Enterprises Archives presented an excellent project on using comics as a tool for corporate storytelling and explored the archivist’s role in maintaining authenticity. Unfortunately, I missed Sophie’s insightful presentation from LEO Pharma, which was followed by a discussion on the importance of marketing and museum partnerships in the Formica project.
Technology met tradition in a fascinating exploration of how AI is reshaping the way archivists work and think.
Claire Danna from Procter & Gamble, USA, shared how business archivists are becoming active partners in AI implementation, working alongside P&G’s internal teams to support the development of their expanding large language models.
Carolias Marchesin of Politecnico di Milano, Italy, offered a conceptual perspective, exploring artificial intelligence through the lens of corporate archives and how it redefines the relationship between knowledge, memory, and access.
Henning Morgen from A.P. Moller Group, Denmark, closed the session with a discussion on entering a brave new world with AI in archives, reflecting on both the possibilities and the responsibilities that come with it.
What became clear throughout the discussions was that AI offers archivists unprecedented tools to search, categorize, and connect records faster than ever before. Yet its real power lies in human interpretation. Rather than replacing archivists, AI amplifies their ability to uncover stories and patterns that would otherwise remain hidden, turning data into insight and preservation into discovery.
Where digital storytelling brings the past to life.
A brilliant conversation unfolded around how archives are driving digital engagement through video and social storytelling.
Tracey Panek from Levi Strauss & Co. showcased the incredible “From the Archive” video series, sharing stories that range from the discovery of the first 501® jeans design to conserving an original 1890s Levi’s® sack coat. Each episode celebrates the craftsmanship, care, and continuity that define the Levi’s brand story.
Ted Ryan from Ford Motor Company discussed his popular “Ted Talks About” series, which he often records and edits himself, sometimes just using his phone and a DJI mic. Launched through his LinkedIn channel, Ted’s videos cover everything from Ford’s historic footage and engineering innovations (like the humble fuel tank arrow) to the company’s deep commitment to America’s veterans.
Dave Moore from Carhartt explored how social media can turn archival storytelling into measurable engagement. Through campaigns like “Step into the Carhartt Archives,” viewers are invited to see what makes each limited capsule release so special. Each collection serves as a tribute to makers, builders, and anyone who values authentic craftsmanship, creating emotional connections through stories rooted in heritage.
Anders Sjöman from the Centre for Business History in Stockholm shared insights from the project “When They Were Young,” which reimagines the archives by focusing on the early lives of entrepreneurs, inventors, and business leaders. The series uses historical materials to humanize legacy figures and inspire younger audiences.
I learnt that modern audiences connect most deeply through story-driven media. Short-form videos, archival footage, and social platforms give heritage a voice, transforming archives from static research tools into powerful engines for brand storytelling and emotional engagement.
The conference concluded with immersive archive tours across Detroit, each offering a glimpse into how heritage continues to shape the future of industry and innovation. Delegates explored:
Detroit’s industrial heritage stands as living proof that legacy and innovation can thrive side by side. The city, like the archives within it, continues to evolve, using its past to power its future.
Videos from each tour can be explored through the links above.
ICA-SBA 2025 reminded me that heritage isn’t just a record of what was, it’s a resource for what’s next.
For corporate archivists and brand custodians alike, the challenge now is to keep history active: to digitize it, democratize it, and design experiences that make it matter, today and for generations to come.
At PastView, our developers are continuously exploring new ways to enhance the platform experience for our users and advance our technologies, including the integration of the latest machine learning and AI innovations.
By combining cutting-edge tools with a deep respect for heritage, we aim to ensure that every story, collection, and legacy can be preserved, discovered, and shared in more engaging and intelligent ways than ever before.
If you're ready to learn more about how PastView can bring your collections to life, please get in touch with our team today!