Over the last fifty years, design has moved from the periphery to the center; from what a thing looks like to what it does. In recent years, this process has only accelerated: design has expanded to encompass not only products, but also services and experiences. In fact, when properly understood, it aligns and focuses virtually every element of an organization around both its purpose and what people truly want and need from it.
Today, there are more Chief Design Officer cars than ever before. Design firms are being acquired at an incredible rate, their expertise brought into the core of the larger organization. Giant firms like IBM have reorganized their business strategy with “Design thinking” at the center. We’ve seen John Maeda move from design professor at MIT, to President of RISD, and now to the VC stalwart Kleiner Perkins. We have seen design take center stage at TED Talks and the World Economic Forum.
There has never been a more exciting and in until time for Design! at’s right, Design with a capital “D”! So why now? Why all the noise? And should you get aboard if you haven’t already drunk the Kool-Aid? (Hint: e answer is a resounding “YES!”)
When I started Story+Structure in 2007, many other design firms were sinking everything they had into digital design—mostly website design. Most of our work in those early days also revolved around website design, but limiting ourselves to this inhibited our own—and more importantly—our client’s potential. Transitioning from a narrow focus on websites to one that encompasses the transformation of entire organizations has unlocked the incredible potential within each of our clients. Every day, I am inspired by the trust our clients give us, and every day, I’m impressed by the outcomes we’re able to create together.
Thank you for taking a moment to read our inaugural magazine, “Findings.” The stories we share here are part of our belief that Design can change the world. Design succeeds when it put people’s needs first. Design succeeds when it is holistic in its perspective. Design succeeds when every design decision is intentional. Design succeeds when it is a self-sustaining transformation.