Actualité 14.08.2010

Launch – Icsid via Design Victoria – "Demystifying Design"

« Melbourne (Australia) – A new resource from Design Victoria shows businesses that there is much more to design than meets the eye.

Design Victoria today launched Demystifying Design, A guide to designing your business growth.

Demystifying Design encourages Victorian small to medium-sized businesses (SMEs) to consider how design can help them build competitive advantage and boost the bottom line, and provides them with the knowledge to do so. It is available to download at

« Demystifying Design demonstrates how design factors into business strategies – to expand domestic and international markets, transform a service, reach new markets or attract capital investment – to assist business to achieve strong, positive outcomes, » said Michele Azzopardi, Director, Design Victoria.

Soon after rolling out their new brand identity Mountain Goat Beer reported the biggest packaged sales month in its history.

« We knew our brand had to be realigned with the quality of our beer so that it could sit comfortably on the shelves of both upmarket and mainstream establishments, » said Cameron Hines, Co-founder/Owner, Mountain Goat Beer.

Demystifying Design features a collection of case studies on Victorian businesses that have recently worked with a designer in their organisation, through Design Victoria’s Business Immersions program. Each provides insight into the design process including why design expertise was sought, the working relationship between the business and designer, key milestones, the final design outcome, and the business results and benefits.

« Demystifying Design gives businesses unacquainted with design an understanding of what typically happens during design and the skills and expertise that designers bring to business projects, » said Ms Azzopardi.
Businesses that have ‘been there and done that’ offer tips and pointers for successfully navigating the design process, from sourcing and engaging a designer to the design brief and sharing information.

« Initially we were concerned that there would be ongoing costs and delays due to the unknowns involved in the design and manufacture of the product. In hindsight, what was most important was the relationship we had with the designer, which enabled tough decisions to be worked through, » said David Harris, Managing Director, Patron Power.

Demystifying Design was developed by Design Victoria in collaboration with members of the business and design communities, including Contract Blinds, BlueBag, Hoyne Design, Choy Lawyers, Ideation Design, the Australian Interactive Media Industry Association, the Australian Graphic Design Association and the Design Institute of Australia. »

For more information…

(Source: Icsid)