DESIGN PROFESSIONINTERNATIONALLY

The Current State of the

OUTLINE

01 DESIGN cOmPaNIES & whaT aRE ThEy DOING?

02 whERE ELSE caN wE FIND DESIGN? INSTITUTION, GOvERNmENT

03 LaRGE NON-DESIGN cOmPaNIES

mEThODOLOGy

QUaLITaTIvE RESEaRch

• PhONE INTERvIEwS

• STaFF INTERvIEwS

• INTERNaTIONaL cOLLEaGUE INTERvIEwS

• wEB RESEaRch

-aRTIcLES

-wEB SITE DEScRIPTIONS

• INTERvIEwS

• PODcaSTS

• NBBJ• FROG• ZIBa• IDEO• GENSLER• RTKL• NBBJ• LENOvO• Bmw• P&G• KmS TEam • JUNG vON maTT • SIEmENS • NESTLé • RacORFISh• mUTaBOR• mETa DESIGN• aRT+cOm• SchOLZ&FRIENDS• PETER SchmIDT

GROUP

• KOLLE REBBE• OGyLy UND PaRTNER• IKEa• aLLESSI• ThONET• vITRa• aRchImEDE• BP• hSBc• RhED• mOTOROLa• TáTIL• 6D ESTúDIO• DavID hILL • NaOTO FUKaSawa• DavISON• hTK aRchITEcTS• DySON• aTaBEyKI DESIGN

DEvELOPmENT

• EDENSPIEKER-maNN

• SaGmEISER INc.• hUGh DUBBERLy• aLExaNDRE wOLLNER• aNa cOUTO • E.G. DESIGN• aNDRé STOLaRSKI • FERNaNDO aND

hUmBERTO camPaNa• ÍNDIO Da cOSTa• SéRGIO RODRIGUESL• BERNaRDES JacOBSEN• OScaR NIEmEyER

cOmPaNIES

DESIGN cOmPaNIES & whaT aRE ThEy DOING?

aPPROachES/ PhILOSOPhy

IDEO Design Thinking“Design thinking is an approach that uses the designer’s sensibility and methods for problem solving to meet people’s needs in a technologically feasible and commercially viable way. In other words, design thinking is human-centered innovation.”

ZIBa Design ExperiencesWe exist to design beautiful experiences.Beautiful experiences are meaningful and relevant to the consumers they are designed for. They lie in that sweet spot where the soul of your brand overlaps with the soul of your target consumers. And, it’s our job to help you find it.

BRUcE maU massive changeWhether we realize it or not, we live in a designed world. The question is: will this be a design for destruction or for a sustainable new world that we can safely hand down to our children and our children’s children? It’s not about the world of design, but the design of the world.

aPPROachES/ PhILOSOPhy

NBBJ Enhance LifeTo shape a future that enhances life and inspires human potential and spirit through design. Future friendly, Sustainable, Community

FROG InnovationWe are franatical about improving the world. We choreograph cultural change through design. We are not just a business after 40 years we‘re part of the cultural fabric. Our work outlasts movements and fads. Quality is our non-compromising obligation. We strive to change minds, touch hearts, and move markets. We are curious, vigilant, expert, cost-driven and aware of the need to have our scarce environment. Our talent is both an art and a science. It is both business and culture. Our clients are key to our success. However, we don‘t take any b.s. – inside or outside. We live honestly, open and without fear. Humur and spirited fun are the essence of frog.

JOBSZIBa caREERSConsumer Insights and Trends Industrial Design Environments Design Communication Design Interaction Design Client RelationsCreative ServicesBusiness Development

FROG caREERSInteraction DesignIndustrial DesignEnvironments DesignHuman FactorsEngineeringCommunication DesignMarketingProduct DesignManufacturingBusiness DesignBusiness DevelopmentContent SpecialistsAdditional Support Roles

IDEO caREERSInteraction DesignIndustrial DesignEnvironments DesignHuman Factors Specialist Mechanical EngineerCommunication DesignMarketingProduct DesignManufacturingBusiness DesignBusiness DevelopmentQuantitative and Qualitative Research Specialist

QUaLIFIcaTIONS/ SKILLSIDEOINTERacTION/ vISUaL / GRaPhIc DESIGNER

• Strong visual communication skills with a dedication to detail and consistency

• Be able to work collaboratively with other disciplines including communication, industrial,

environmental, engineering, and business designers.

• Understand user-research and testing methodologies.

• Translate high-level objectives and design principles into interaction flows and information

architecture diagrams.

• Contribute to product/service ideation and concept development.

• Candidates must have strong presentation, verbal and written skills.

• Understanding of prototyping methods at different levels of fidelity

QUaLIFIcaTIONS/ SKILLS

FROGINDUSTRIaL DESIGNER• CREATIVITY• Super advanced ideation skills, lateral thinking and a solution based • user experience perspective• Strong interest in the convergent creative disciplines• Ability to share the sand-box and build the best castle• Responsibility Breakdown: 100% Project Participation• vISUaL DESIGNER• Must be wildly creative and obsessively meticulous• Must understand user behavior as it relates to design• Exceptional design talents with stylistic breadth that demonstrates sensitivity to diverse subject matter from product interaction to software tools and applications to the web.• Superb information design abilities, fastidious and efficient production and optimization habits, and impeccable problem solving skills

QUaLIFIcaTIONS/ SKILLSGENSLER INTERIOR DESIGNER

• 5 years minimum of relevant design experience in interiors

• Proficient in AutoCAD and Revit

• Bachelors’ Degree in Interior Design or Architecture

• Certification or state licensed is a plus

• Knowledge of FF&E, color & materials

• Knowledge of furniture systems and specifications

• Proficient in Creative Adobe Suite applications

• Proficient with Sketch up and other modeling software programs

• LEED accreditation

maRKET SEcTORSFROG SERvIcES• CONSUMER ELECTRONICS• TELECOMMUNICATIONS• HEALTHCARE• MEDIA• EDUCATION• FINANCE• RETAIL• FASHION

RTKL aSSOcIaTES INc. SERvIcES• CULTURAL• MIXED-USE • RETAIL & ENTERTAINMENT• HOSPITALITY• PLANNING & URBAN DESIGN • HEALTHCARE• WORKPLACE• PUBLIC & DIPLOMATIC• ACADEMIC • SCIENCE & TECHNOLOGY• MISSION CRITICAL • TRANSIT

IDEO SERvIcES• SECTORES IDEO• AUTOMOTIVE• BIOTECH & LIFE SCIENCES• BRAND AND COMMUNICATIONS• COMPUTERS & PERIPHERALS• CONSUMER ELECTRONICS• CONSUMER GOODS & SERVICES• CONSUMER HEALTH• EDUCATION• ENERGY• FINANCIAL SERVICES• FOOD & BEVERAGE• FURNITURE & WORKPLACE• GOVERNMENT• HEALTHCARE SERVICES• HOUSEHOLD GOODS• INDUSTRIAL EQUIPMENT• MATERIALS & MANUFACTURING• MEDIA & ENTERTAINMENT• MEDICAL DEVICES

• NON-PROFIT• PHARMACEUTICAL• REAL ESTATE & URBAN DEVELOPMENT• RETAIL & HOSPITALITY• SPORTS• SUPPLY CHAIN & LOGISTICS• TELECOMMUNICATIONS• TOYS & GAMES• TRANSPORTATION

NBBJ SERvIcES• CIVIC• COMMERCIAL• CORPORATE• HIGHER EDUCATION• HEALTHCARE• HOSPITALITY• RETAIL• SCIENCE• SPORTS

SERvIcESFROG SERvIcES• TECHNOLOGY• INSIGHT• INSPIRATION• IMPACT

RTKL aSSOcIaTES INc. SERvIcES• ARCHITECTURE• ENVIRONMENTAL GRAPHIC DESIGN• SPECIAL SYSTEMS DESIGN • SUSTAINABILITY• HEALTHCARE STRATEGIC FACILITY PLANNING• BUILDING INFORMATION MODELING • PLANNING & URBAN DESIGN• MEP ENGINEERING• HISTORIC PRESERVATION• ENVIRONMENTS• HEALTHCARE FACILITY TRANSITIONING• INTERIOR ARCHITECTURE & DESIGN• STRUCTURAL ENGINEERING• PROTECTIVE PLANNING• HEALTHCARE TECHNOLOGIES• BRAND BUILDING

NBBJ SERvIcES• ARCHITECTURE• BRANDING + DESIGN• INTERIORS• LANDSCAPE D ESIGN• LIGHTING DESIGN• PLANNING + URBAND DESIGN

ZIBa SERvIcES• BRAND DNA & IDENTITY• PRODUCT DESIGN• RETAIL DESIGN• SERVICE DESIGN• INTERACTION DESIGN• COMMUNICATION DESIGN• PACKAGING DESIGN• PRODUCT INNOVATION• SERVICE INNOVATION

cONcLUSIONSDESIGN TRENDS

· PROBLEM SOLVING: Focus on sustainability, user experience / needs, and experience design.· Collaboration, creativity, and communication skills are important requirements.· Standard career descripitions like Product Design, Visual Communication Design, and Interior Design are still important. However, new job descriptions such as Environments Design, Business Design and Design Research are becoming trends in job offerings· The companies we researched are represented in every market sector and offer a variety of different services. They range from health to technology.· Design companies look for designers who are experts in their field and who are proficient in the relevant software programs, as well as design specific skills. Additionally to these basics, they are seeking thinkers and progressive, curious, creative and collaborative individuals.

whERE ELSE caN wE FIND DESIGN?

INSTITUTION, GOVERNMENT

ThE amERIcaS

DESIGN FOR ThE amERIcaS (USa)

“Design necessity is recognizably presentin projects ranging in scale and complexityfrom a postage stamp to a highway system.”FROm ThE TEN PRINcIPLES OF DESIGN NEcESSITy OF ThE

1ST FEDERaL DESIGN aSSEmBLy, 1973

“The absence of design is a hazardous kindof design. Not to design is to suffer the costly consequences of design by default.”FROm ThE TEN PRINcIPLES OF DESIGN NEcESSITy

rePort of the

u.s. nationaL Design PoLicy summit

January 19, 2009

ThE amERIcaS

DESIGN FOR ThE amERIcaS DESIGN cITIES FOR haPPINESS/ (colombia)

“If we in the Third World measure our success or failure as a society in terms of income, we would have to classify ourselves as losers until the end of time,” declares Peñalosa. “So with our limited resources, we have to invent other ways to measure success. This might mean that all kids have access to sports facilities, libraries, parks, schools, nurseries.”

Peñalosa uses phrases like “quality of life” or “social justice” rather than “commons-based society” to describe his agenda of offering poor people first-rate government services and pleasant public places, yet it is hard to think of anyone who has done more to reinvigorate the commons in his or her own community.

ThE amERIcaS

DESIGN FOR ThE amERIcaS NOKIa TRENDS LaB/ (argentina, austria, Brazil, colombia)

The European Nokia Trends Lab seem to be a version two of an earlier Nokia Trends project with strong Latin-American roots. There are Nokia trends sites for Argentina, Austria, Brazil, Colombia, Europe, Mexico and Switzerland, and it is introduced as follows:

“Nokia Trends is an absolute hit with people in tune with the main trends in human and technological expression, bringing together both established and new artists.

Created in Brazil in 2004 and later exported to Latin American and European countries such as Mexico, France and Russia, Nokia Trends is an experience that proposes different ways of consuming and producing avant-garde art and music via electronic means – especially mobile ones.”

EUROPE

cOUNTRIES & FOcUSES Design Profession

major Design countries• Czech Republic (East)• Denmark (North)• Finland (North)• France (Central/West))• Germany (Central)• Greece (South)• Hungary (East)• Italy (South)• Spain (South)• Sweden (North)• Switzerland (Central)• The Netherlands (North)• United Kingdom (West)

Focuses• Typography (Switzerland, Germany)• Furniture (Italy, The Netherlands, Sweden)• Fashion (Italy, Spain)• Experimental (UK, South Europe)• EcoDesign (Germany, UK)

EUROPE

cURRENT INTERESTS Design Profession

Design Innovation and Economic Development• Design, Innovation and Economic Development• Design Management & Leadership Business Tools• Generating Tools• Design Thinking

Design Responsibilities• Designethics and Philosophy• Lifecycle Assesments & Sustainability Systems• Design as a Toll for Wealth Distribution• Design for All – Quality of Life for all Citizen• Sustainability and Corporate Responsibilities

Design and culture• Design as Social Carrier• The Potential of Design to Communicate Social Values• Design‘s Role in Securing Regional Qualities & Identity

Design Education and Research• Integrating Design Thinking in Curricula• Design as Research Tool

EUROPE

ThE haGUE Design and Government (Netherlands)Design Den Haag 2010-2018 researches the relation between Design and Government in Europe within an international context, from cultural, economic and social viewpoints. Five public events biennially in the field of design, architecture and visual communication, with exhibitions, publications, lectures and debates, workshops and documentary films. Each edition will entail a collaboration between Den Haag and another European government Capital: Berlin (2010), Stockholm (2012), Paris (2014), London (2016) and Rome (2018). The final evaluation of the five editions will be submitted as report to the European Union at the end of 2018. This report will contain recommendations concerning the betterment of relations between design and governance, and on governmental funds for the quality of design, architecture and visual communication.

EUROPE

DESIGN FOR aFRIca Something out of Nothing (Germany)Design is problem solving – it’s a work in progress which requires non-conventional, abstract and creative thinking. A design arises from the application of an uncomplicated method that can be learnt by anyone with an open mind. This method applies to all products and services regardless of shape, size and function.

Design for Africa is a project concerned with the application of this method and the recycling of materials. It will be implemented during a yearlong trans-african crossing, culminating in Kibera, Kenya, beginning October 2005.

EUROPE

RSa Source of ideas, innovation and civic enterprise (England)For over 250 years the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA) has been a cradle of enlightenment thinking and a force for social progress. Our approach is multi-disciplinary, politically independent and combines cutting edge research and policy development with practical action. We encourage public discourse and critical debate by providing platforms for leading experts to share new ideas on contemporary issues. Our projects generate new models for tackling the social challenges of today and our work is supported by a 27,000 strong Fellowship - achievers and influencers from every field with a real commitment to progressive social change.

aSIaDESIGN.SINGaPORE within the ministry of Information, communications and the arts of (Singapore)aims to place Singapore on the world map for design creativity. It looks to developing a thriving, multi-disciplinary design cluster of industries and activities in Singapore that has relevance and impact globally. The initiative also aims to bring design to business boardrooms and to new audiences and markets. In time, bring about a pervasive and unique design culture. The DesignSingapore Council, set up since August 2003 by the Ministry of Information, Communications and the Arts, is the public organization for promotion and development of Singapore design. The Council works closely with other government agencies, the design community, industry and education institutions to promote design in business and education, and to develop Singapore as one of the leading international centers for design creativity.

NaTIONaL INSTITUTE OF DESIGN (NID) within the ministry of commerce and Industry of (India), one of the autonomous Bodies Further to the announcement of the National Design Policy by the Government of India in February 2007, the India Design Council is now formulating work groups 

a Role of Design Council as a Regulatory body for accreditation of Design Education.

B Study of standards for India Design Mark.

c To study and recommend the tax benefits/incentive for Design Investment in industry, research

organizations & institutions.

aSIa

cONcLUSIONSIn some asian countries design in its broader meaning is intergrated into the governmental structure. whereas in The americas and European countries the Government collaborates with the design community but it is not intergrated into the governmental structure.

INNOVATION

INDUSTRY MASS PRODUCTION

FIRSTLY NEEDS

CUSTOMIZED LUXURIOUS

INDUSTRIAL DESIGN

MIDDLE-EAST

ASIA

EU USA DESIGN THINKING

UTILITARIAN

NEED-DRIVEN

PROFIT/ TECH-DRIVEN ( iPad)

LOCALIZED (TOWARDS TRADIIONS, CULTURE)

ART

VC? Interior?

CU

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STAT

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DES

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PR

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In most of the Asia and Middle-east the government is still the most powerful existing authority that can make large scale national decisions. Because of this there are divisions and officies within the governmental structure of these countries which are managing design-related issues and decisions. If we look at the big picture for these regions, it is partly due to the current state of the economy and industry.

While the economy is still not strong enough to support design, design is stimulating the economy in these regions. Design is need driven and transitioning into a very distictive identity.

In Europe and the United States, the economy is stable but is receiving added stimulation from the design industry which is consumer influnenced and innovation driven. Design can impact these economies significantly because they are no longer in the basic stages of development.

This will help design to evolve past function, and form could follow emotion. This will lead to emerging design thinking and philosophies that could change how design is created and applied rather than what design is.

cONcLUSIONS

LaRGE NON-DESIGN cOmPaNIES

LENOvO china’s biggest computer company Lenovo strives to be a new world company that makes award-winning PCs for our customers. We operate as a company uninhibited by walls or organizational structures using worldsourcing to harness the power of innovation across our global team. We design innovative and exciting products and services to meet our customers’ needs. Award-winning designs have helped put the Chinese computer maker on track to becoming a tech powerhouse.

Lenovo faces fierce competition in its Chinese home market from Hewlett-Packard (HPQ ), Dell (DELL ), and IBM (IBM ), which compete on price and status. Known for its innovative PCs, Lenovo wants to expand its lead in innovation and turned to ZIBA to help.

DavID hILL Lenovo Brand management and DesignAs the Vice President of Lenovo brand management and design, David leads an international team of brand strategists, human factors engineers, graphic, and industrial designers shaping the brand and visual impressions of the company. His experiences include the design of brand identity systems and computer offerings ranging from high performance servers to the iconic ThinkPad notebook computer.

Lenovo has doubled its design team, to 80 people, since 2002.

Bmw GROUP (GERmaNy)Development, production and marketing of motorcycles and cars (Bmw, mINI and Rolls-Royce), as well as comprehensive financial services for private and business customers.

Identifying potential and encouraging growth. Knowing what we represent. Recognising where our strengths lie and making the best use of every opportunity. Following a clear strategy. Goals we have attained are in essence the point of departure for new challenges.

• Automotive Design (Industrial Design with focus Automotive possible)

• Communication Design & Marketing

NESTLé (SwITZERLaND)world‘s leading Nutrition, health and wellness companyWe are committed to increasing the nutritional value of our products while improving the taste. We achieve this through our brands and with initiatives like the Nutritional Compass and 60/40+.

• Merchandise & Retail

• Webmaster

• Press work Product and Brands

P&G 23 Billion Dollar BrandsProcter & Gamble (P&G) succeeded in turning the tide of product commoditisation with ‘design thinking’. The maturity of innovation during 1970s brought forceful changes in business models and how P&G’s application of design in the organisational DNA led to double its sales growth from $40 billion in 2000 to $83.5 billion by 2008. The timely replacement of Durk Jager (Jager) with A.G. Lafley (Lafley) turned the tables for P&G with renewed ‘customer-centric innovation’ and application of ‘design thinking’ in its corporate DNA, which served the purpose of bringing the company back into the game.

Under the difficult economic conditions of today innovation has quickly become the key factor that determines the winners from the losers in big business. However, the utilization of this resource appears to have specific applications. Large Non-Design Companies have internal designers who design coroporate communications and maintain internal branding standards. Yet, the majority of their innovation is outsourced to external design firms around the world. Some creatives are retained internally as key decision makers, but the dynamic product innovation, brainstorming, and testing appears to be externally developed. These administration level internal creative positions ask for critical agency experience. Possibly to ensure that this individual can succesfully navigate the angency structure and corporate structure to retain effecient communication of product expectations.

The exceptions to these standards are companies in the automoative industry (BMW) and some technology companies (APPLE) who have strong internal design teams that engineer their product innovations

cONcLUSIONS

yOUThaNK