What we do

Whatever your industry, your orga­ni­zation must be creative to catch up, keep up, or lead in a changing world. We help design leaders shape a creative organization that designs structurally better. Read here what we do.

way of working



Identify strategic or competitive advantages to be gained, preserved, or expanded

Define an ambition to realize these advantages, together with metrics

Identify issues that hinder the creative organization from realizing this ambition

What we do: example of preparation.
Example: Onboarding a designer takes at least 9 months instead of at most 4.



Carry out service activities

Study execution data

Process obtained insights



Draw conclusions

Prepare recommen­da­tions on next steps

Present end results




What we do:

Find causes of issues

Analyse the impact of found causes

Set objectives for shaping the creative organization



What we do:

Propose a transformation: a (re)design of the creative organization, together with a realization plan

Estimate required investments for this transformation

Analyse expected effects of this transformation

What we do: example of advisement.
Example: The time to onboard a designer will go down from 9 months to 4.



What we do:

Help execute a transformation and track its progress

Track investments for this transformation

Track effects of this transformation

What we do: example of realization.
Example: The time to onboard a designer has gone down from 9 months to 4.

Second opinion


What we do:

Assess the creative organization

Advise on transforming the creative organization

Compare own advice with third-party advice



What we do:

Diagnose blocking issues in a transformation

Propose a fix for these issues

Implement this fix



What we do:

Steer transforming the creative organization

Organize transforming

Facilitate transforming

Service models

Full service

We do the work for you


Together with you, we do the work


We guide you to do the work

Examples of advice concepts

Develop a value proposition architecture

Define a portfolio strategy, identify gaps and unmet or latent needs, and define segments for customers and users — McKinsey Design

Explore user experiences, discover user motives, and define user requirements — Interaction Design Foundation

Establish a design metrics system

Define quantified design metrics, build a holistic metrics system, and, in line with this, define operational metrics supporting the top-priority strategies, customer/user experiences, and products — McKinsey Design

Drive, measure, and evaluate design

Demonstrate desired behaviours, provide motivators, and recognize and acknowledge displayed behaviours — PositivePsychology

Increase design impact across the organization

Describe design work in terms of business goals, collect evidence of design results, and communicate the business value of design — BoagWorld

Represent design at the top level of the organization, improve employee experience with design, and spread design practices — McKinsey Design

Ensure an excellent design performance

Set goals, determine ground rules, and provide facilities to produce design knowledgeUNStudio

Turbocharge design processes, speed up internal feedback loops, and improve handoffs — Invision Inside Design

Recognise and remove overly complex content, organise knowledge, and filter content — UX Collective

Build a thriving design community

Form cross-disciplinary design teams, further knowledge integration, and implement decision-making through consensus — Purdue University

Build up your reputation, spot talent through your network, and establish a flexible talent pipeline — Workable

Latest blog posts


Tunnel design

Tunnel design

To design a tunnel, designers of several disciplines need to coordinate their work. This post describes a scientific case study of how to produce an integrated design more efficiently.
Aircraft design

Aircraft design

The design of a series aircraft is often based on that of a predecessor in the same series. This article describes a scientific case study of how to design a series aircraft more efficiently.


How to determine objectives

How to determine objectives

Designers who develop more knowledge generally perform better as well. This post describes how to determine objectives for the development of design knowledge based on the meaning of this knowledge.
Determinants of design performance

Sorts of design knowledge

Design is indispensable in a rapidly changing world where an organisation needs to innovate, create value, and adapt. This post describes seven sorts of design knowledge that determine design performance.

Case book

Plant redesign

Plant redesign

For plant redesign, a leading service provider depended heavily on its principal designer. This post describes a practical case of how this dependency has been reduced.