Design without strategy is like driving without a destination. In the end, there’s a good chance you’ll get lost. Think about how one of the most common social activities—eating out—has some level of strategy behind it. You’ll choose the restaurant, what you’ll wear, who’ll join you, how you’ll get there, what time you’ll arrive, what you’ll eat, how much you’ll spend, how you’ll pay, what you’ll tip, the time you’ll leave, what you’ll do afterward. Then think about the more complex task of an identity project. It makes sense that your design work is strategic, too.
“Strategy is often seen as a separate specialism to design, especially in larger agencies […] However, designers ...
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