1st Edition

Design and Strategy A Step-by-Step Guide

By Wanda Grimsgaard Copyright 2023
    672 Pages 250 Color Illustrations
    by Routledge

    672 Pages 250 Color Illustrations
    by Routledge

    This major practical handbook bridges the gap between strategy and design, presenting a step-by-step design process with a strategic approach and extensive methods for innovation, strategy development, design methodology and problem solving. It is an effective guide to planning and implementing design projects to ensure strategic anchoring of the process and outcome.

    Built around a six-part phase structure that represents the design process, covering initial preparations and project briefing, research and analysis, targets and strategy, concept development, prototyping and modelling, production and delivery, it is a must-have resource for professionals and students. Readers can easily dip in and out of sections, using the phase structure as a navigation tool. Unlike other books on the market, Design and Strategy addresses the design process from the perspective of both the company and the designer. For businesses, it highlights the value of design as a strategic tool for positioning, competition and innovation. For the designer, it teaches how to create solutions that are strategically anchored and deliver successful outcomes for businesses, resulting in appreciative clients. It includes over 250 illustrations and diagrams, tables, and text boxes showing how to move through each stage with clear visualisation and explanation.

    This book encourages all designers in product design and manufacturing, service design, communication design, branding, and advertising, to think beyond shape and colour to see design through the lens of strategy, process and problem solving, and all business managers, innovators and developers, to see the value in strategic design outcomes.

    Preface by Bård Annweiler

    Preface by Wanda Grimsgaard



    How to use the book?

    What is design? 

    Phase 1 Initiation


    1.1 Initial preparations

    1.2 Project brief

    1.3 Initial meeting

    1.4 Initial workshop

    1.5 Project description

    1.6 Progress schedule

    1.7 Price quotation

    1.8 Contract

    1.9 Team collaboration 

    Phase 2 Insight


    2.1 Understanding the company

    2.2 Situational study

    2.3 Problem statement

    2.4 Method selection

    2.5 Research process

    2.6 Research

    2.7 Analyses

    2.8 Mapping

    2.9 Testing and measuring 

    Phase 3 Strategy


    3.1 Strategy development

    3.2 Overall strategy

    3.3 Goals and subgoals

    3.4 Business strategy

    3.5 Business model

    3.6 Market strategy

    3.7 Brand strategy

    3.8 Communication strategy

    3.9 Design strategy 

    Phase 4 Design


    4.1 Design brief

    4.2 Strategy><Design

    4.3 Design methodology

    4.4 Concept development

    4.5 Design development

    4.6 Design elements

    4.7 Composition

    4.8 Surface and format

    4.9 Identity development 

    Phase 5 Production


    5.1 Implementation

    5.2 Model

    5.3 Material selection

    5.4 Paper and cartonboard

    5.5 Colour management

    5.6 Production for digital media

    5.7 Production for printed media

    5.8 Installations and constructions

    5.9 Quality assurance 

    Phase 6 Management


    6.1 Intangible assets

    6.2 Legal protection

    6.3 Design management

    6.4 Design effect

    6.5 Design manual

    6.6 Design templates

    6.7 Operations manual

    6.8 Further development

    6.9 Sustainable management 



    List of figures

    List of tables

    Planning tool


    Wanda Grimsgaard is Professor of Visual Communication at the University of South-Eastern Norway, USN Business School.

    "I have worked at the intersection of design and strategy for over 25 years, have read a great deal of nonsense written about both, fortunately this book bucks the trend. A ready reckoner for anyone looking to develop cohesive, intelligent new design work rooted in plans, not hopes."

    Simon Manchipp, Founder & Executive Strategic Creative Director of SomeOne.


    "A very accessible and comprehensive overview of a strategic design process – with practical tools and guides for working strategically with design – for both students and practitioners."

    Rachel Cooper OBE, Distinguished Professor of Design Management, Lancaster University, UK.


    "Wanda’s book is encyclopedic and unrivaled. The most comprehensive deconstruction of the rigor it takes to build on a strategy to design a sustainable future, whether you are a designer, a marketer, or a manager."

    Alina Wheeler, Author Designing Brand Identity: an essential resource for the whole branding team.