Design can be transformational, but only when the creative vision and business strategy are seamlessly aligned. Companies should look internally at the culture, DNA and capabilities of the brand while also understanding the broader, external context.
Brand expression is no longer just about what a company says; it’s also about what it does and how it makes the customer feel. In fact, for many of today’s most innovative and up-and-coming brands, it’s the experience that is driving growth and differentiation. These companies are harnessing the power of design to craft experiences that immerse customers in a bigger, emotionally centered idea — an idea reinforced at every stage of the customer journey.
In today’s always-on world, consumers are confronted daily with an overload of information. Most businesses are already using design to help consumers make sense of this chaotic landscape with intuitive interfaces, simplified messages and streamlined experiences. Yet simplification alone is not enough. Design must create space for joy and seduction.
Design is to business what evolution is to nature: it enables brands to change and survive. It is becoming less a visual strategy than a means of facilitating continuous dialogue and building emotional connections in a complex world. And with it, opening up infinite opportunities for businesses. The best design today embraces this new reality. It creates experiences steeped in the business strategy. It celebrates the new and the unexpected. And it adapts to maintain relevance and vitality in a time where change is the only constant.