In a presentation that relied on examples of modern newspaper and digital media design, the central message from Mr Amaral was to use different design elements to take advantage of the strengths of each medium.

"A fragmented concept of market diversity and strong social changes provides a new strategy where design is a key tool," he says.

Mr Amaral's examples showed how design can be used to revitalize a newspaper, how it can provide diversity between platforms, how it can be used to allow different communities to identify content that appeals to them, and how it can be used to differentiate between brands within one company.