Push the envelope
Toolbox — Design Objectives
The misfit between static design systems and market dynamics is obvious. Fast-moving, flexible markets require an adaptive portfolio approach. Companies need to focus on continuous innovation while managing complex brand architectures. To cope with these dynamics, modern design systems need to orchestrate visual design components that ensure a cohesive brand with flexibility and creativity to support sustainable growth.
Our proprietary quadrant model provides a framework of design objectives that facilitates the formulation of an appropriate design strategy with two key dimensions ‘managing complexity’ and ‘utilising new opportunities’. Each quadrant has a particular focus, but overlaps and connections are possible, reflecting the complexities and interactions in a product assortment.
We identify where to play in line with your business goals and based on market insights.
01 Design Evolution
Evolving existing equities
Modernisation is necessary to appear contemporary
A fresh approach to selected equities
E.g. Ebay, Starbucks, Lufthansa
01 Design Evolution
Evolving existing equities
Modernisation is necessary to appear contemporary
A fresh approach to selected equities
E.g. Ebay, Starbucks, Lufthansa
02 Systemisation and Architecture
Rationalizing proliferation & roadmap for expansion
A mono-product is transformed into a comprehensive range
A monotonous masterbrand look needs orientation in assortments, clusters and families
E.g. General Electric becomes GE, Microsoft
03 Design Innovation
Creating new equities
- A new recipe enables new product forms
- A Limited Edition to create attention
E.g. Foodstarter by Edeka
03 Design Innovation
Creating new equities
- A new recipe enables new product forms
- A Limited Edition to create attention
E.g. Foodstarter by Edeka
04 Innovative System
Re-inventing expression & creating a new experience
- New target groups or new proposition require a rethinking of the entire structure
- Legal advices forces a rethinking of the business equities
- Threatening incidents and disasters demand a completely new system
E.g. Facebook, BP, Covid-19
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