Design Leadership Programme Jonathan Ball – Design Council Jonathan Quin – World First 17 September 2012
Agenda � About us � Design Council � Design and what can it do for a business � Case study – World First � Top tips � The Designing Demand Programme – How it works for business
About us
Our mission To bring the transformative power of design to things that matter.
Design? Brands Communications Packaging Web Interiors Products Service
Design? � An outcome: i.e. a ‘good design’ � A process: iterative, user centred, collaborative � Making ‘anything’ useful, useable and desirable � Creative skills, specialist knowledge � At the core of every business
Design? � Creativity is the generation of new ideas � Innovation is the successful introduction of new ideas � Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers
Designing Demand 650+ businesses across many sectors Medical equipment, manufacturing, foreign exchange, recruitment, confectionery, engineering, waste management, luxury yacht building, clothing, translation services and IT.
Designing Demand � Increased market share � Better communication � Targeted product development � New customers / markets � Reduced wastage £20 � Cultural change � Innovation pipeline ROI for every � Complete business transformation £1 spent on design* * Evaluation of the Designing Demand programme by EDEN Partners 201 2
Evaluation said design was integral or important to their businesses * Evaluation of the Designing Demand programme by EDEN Partners 201 2
How does it work?
Design Associates
Communities of practice
Process Selection Exploration Definition Implementation Community of practice Promotion, Identify and Define the Support the application prioritise project and design project Ongoing and selection design find the right participation in opportunities designer the DD network
What does success look like?
Case Study: World First
www.worldfirst.com
World First: a brief history � 2004: started in a basement by Jonathan Quin and Nick Robinson – former Citibank � 2005: hit our first £100 million in transactions � Sir David Clementi, former Deputy Head of the Bank of England, joined as our Senior Advisor � 2008: Australian office launched by Nick Robinson � 2009: Won a place on Designing Demand! � (More to follow)
Exploration & opportunity review
Design Opportunity Review (one of many opportunities identified) “The Designing Demand team felt that there were many great things about World First that makes it stand out from the landscape of Financial Services and resonates with the current zeitgeist. These include: great service, value, smartness, trust, honesty and transparency. … .there is a very real opportunity build a strong brand that stands out in the market.”
Before the rebrand
Chosen agency
Inspiration
Inspiration
Team workshop
Output
Brand Definition � Who is World First? � Proposition, values, personality, vision, etc
Brand: Touchpoints � Convey who World First is through all touchpoints
Business Cards
Brochure
Ad concept
Ad concept
Ad concept
Logo
Interactive
Products
What happened? � Better reflected the company's approach, vision and ambitions � Very well-received by staff and customers � Turnover up Web visitors and average 31% dwell time rose by 70% � Press coverage increased � Helped when hiring to attract the year and retain the best people. following the re-brand (2010) � … Many rivals have since re-branded
The story continues � 2011 Hit £3billion in transactions, right around our seventh birthday and Sir David Clementi becomes our Chairman. � Corporate client survey: 100% of our clients said they would use us again and recommend us to friends! � Ended our eighth financial year with revenues of just under £15million.
Results Looking back at what we got out of the Design Council programme, the initial workshop provided the real catalyst encouraging us to see design in its wider context." Jonthan Quin, World First
Results Thanks to the Design Council’s programme, we moved on from thinking that “logo=brand” to understanding that our brand permeates everything we do and includes, for example, the tone of voice of communication, customer experience and the design of our offices. We also expanded our view of design; from just thinking about graphic design to thinking about design in its widest context.” Jonathan Quin, World First
Some tips � Design is key to matching your vision to your customers and users needs � Think big - brand is more than a logo � Connect through compelling communications � Design your services as well as your products � Build a creative culture by encouraging everyone to think like designers � Work with the right people in and out of the business � Evaluate results to support the business case
Designing Demand
Limited places � 132 SME subsidised places this year � Open to manufacturing and service businesses
Criteria � An SME (manufacturing; services) � Financially stable with resources to invest � UK ownership (less than 25% foreign owned to gain subsidy) � Evidence of vision � Ambition for growth (burning platform or business challenge) � Open minds and forward thinking attitude � Export potential
This hasn't been an easy process - nothing is handed out on a gold plate. But the insight that can be gained can allow a company to view its business in a completely different way, is profound. And if you are willing to put in the time and effort and cost it takes to act on this then the results can be business-changing.” Source: David Repper, Managing Director, James Heal
Thank you Contact: Ann Crawley - Services Manager ann.crawley@designcouncil.org.uk Application form & case studies: Designing Demand www.designcouncil.org.uk/ leadership
Recommend
More recommend
