We spend just as much time practicing design as we do studying it. We may fail at posting all our work, (we promise we're working on getting better at this) but, at Onirico, we drown ourselves in design to get better at it. To understand and gain a handle on the massive subjectivity spectrum that design has when viewed by the world. See as a designer that implements design as strategy at companies, I see design as lenient objective. Meaning it's a lot less subjective than subjective, more like objective with some wiggle room. When you look at design from a strategic point of view it means you take into consideration every aspect of a business before you get work. Similar to narrowing your target market and creating user personas for the customers of your brand the more you know the easier it is to draft a message that just gets it right.
If I've lost you.. think about it this way. If you were to create a logo for yourself, you may create 100 different versions because you are multi-faceted, but there is only one that will stand the test of time and embrace all that you are in a simple identity. But wait is that possible.. and yes it is. It is possible but it takes time. It takes respect, It takes understanding, knowledge and patience to craft beauty that representative of all that one brand is and can be. Can that same logo evolve. Yes it evolves of course it does. Does that mean a complete change sometimes often only because they didn't get it 100% right the first time.
But design as strategy goes beyond visual identities. It's cultural identity, how you do things. Think two cultures in two opposite parts of the world. To outsiders looking in they may think they both have the same morning routines but put those two cultures together and somewhere a small detail will force them to clash. It's that small detail defines the differences in culture. Pin-pointing that game-changing insight is what design is.
Proper design is not rushed. Contrary to marketing that can often feel that the process is packed with work that is slapped together to make a quick sale. Design as strategy takes the old-age marketing principles to heart. The four Ps, Product Market Fit, SWOT Analysis, Porters 5 forces, etc. are all considered when design and business merge. Some see design is just art evolved. And sure maybe it was at some point. My argument here is that design is now more Marketing evolved.
Marketing has a bad rep –it's full of minions who do as little as possible and maximize returns which is great and works great when you have close to no competition and 80+% of the world is still trying to figure out globalization and the internet (just throwing that number out there based on the population who is online and the massive wealth gap around the world). Marketing in this age has more of a reputation of making noise than it does of making a signal to the customers that see value you in what you provide. Design has the ability to do just the opposite from.
Only 5% of companies utilize design as strategy, according to Invision's Latest 'The Design Frontier' Report. This number is staggering why. Because that 5% is the same 5% that is leaping the world in wealth and product. This is why we preach design as strategy. For 95% of the world who need to catch up. The 95% who don't yet see the value of design sitting at the decision table. The numbers don't lie. There's a reason why the companies leading the following graphic are the same companies in the 5% utilizing design as strategy.