Design as Strategy

Back to the university, in this semester we have a new module called “The Experiencing the Creative Industries”. This module provides us to become intimately implicated in the works of a particular creative industry through a live competition brief from D&AD: Global Association for Creative Advertising & Design Awards.

Firstly, I have to choose the brief and understanding what they really need. I need to dig deeper and find a strong concept, which means that I have to do a deep research and really understand the brief. Before I start researching due to a lot of work in this semester I have set out the project timeline by using calendar writing all the deadline work. When I saw all the deadline I cannot imagine how can I will survive in this term. But, I also think that making a schedule will help me keep on the track and work well with time management.

Processed with VSCO with a6 presetProcessed with VSCO with a6 preset

As a MACE student, we also learn that the value is created when it was designed (Jen & Ken Visocky O’Grady, 2017). According to The Danish Design Center built The Design Staircase, provides a framework for analysing the relationship between design and value creation and it has four stages.

  • Stage 1: No Design
    Design plays no role in product, service, or experience development (or company culture)
  • Stage 2: Design as Styling
    Design as decoration
  • Stage 3: Design as Process
    Design as a process to develop new products, service, or experiences
  • Stage 4: Design as Strategy
    The design is integrated into company culture and aligned with business objectives

So, in this competition brief aim us to Design as a strategy that integrating design into its culture of practice, more value is achieved and encouraging innovation.


Visocky O’Grady, J. (2017). A designer’s research manual: Succeed in design by knowing your clients and what they really need (Second ed.).


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