By influencing how people think and act—and by connecting an organization to its constituents’ needs, expectations, and values—design can deliver results in different dimensions: short- and long-term, tangible and intangible, internal and external.
In this Keynote article for the Design Management Journal, Roger Sametz makes the case for thinking of design (and more specifically, the visual design of communications), strategically—and presents a model and process for planning and executing design that will make the most of an organization’s resources and opportunities, and ensure that communications will be both tactically effective and brand-building.
While this article is more than twenty years old, the thinking and principles articulated are relevant to our ever-widening array of communication options—all of which can be “designed.”