News
Issue date - 29 September 2006
Source - www.digitmag.co.uk/
Title - Design Council launches business initiative
The UK's Design Council today unveiled the name and brand of its new national design support programme for business to members of the design community. The launch took place at a breakfast reception hosted by Sir George Cox, chairman of the Design Council, and attended by representatives from some of the UK’s top design agencies.
Called Designing Demand, the programme aims to help UK businesses realise the potential of design to drive competitiveness and improve performance -- and provides solutions for design in product, brand, and business processes.
Sir George said: 'The creative industry in the UK is a key to success in the economy -- and the creative industries are world leaders. But, UK SMEs often don't take advantage of the design industry through a lack of aspiration, not being able to see the relevance of design, are adverse to risk, lack the skills, and don't know where to turn to engage with the design industry.'
Designing Demand aims to change that, reckons the Design Council.
'One of the recommendations in my review for the Government last year was to accelerate the roll-out of the Designing Demand programme. It’s already been tried and tested by more than 600 companies – many of them first-time users of design - with some powerful results,' added Sir George.
'Now up to 6,500 firms will be able to take full advantage of what design can do. But the intention is not to give them a one-off boost; it is to convert them to being continuous users of design.'
The Design Council says it has built up a solid body of evidence proving that design is a key driver of business growth and competitiveness which has the power to transform business strategy, decision-making and practice at every level.
David Kester, chief executive of the Design Council, said: 'Companies that have design at the heart of their business are more innovative, more productive and have a sharper competitive edge. We’re delighted to be launching a programme that we know really works and that will make design more accessible for businesses around the country.'
Designing Demand has been developed over the past three years by the Design Council for delivery across the UK in partnership with Regional Development Agencies (RDAs) and nations, says the organization. Up to £20m has been earmarked by the RDAs to invest in the programme over the next four years.
Its main purpose is to help UK businesses make design a deep-rooted part of their decision-making. At its heart, the programme provides mentoring and support to firms, helping them to seize design opportunities and boost their performance.
The programme is tailored to meet the demands of all small and medium-sized firms, whether they are new high-tech ventures or established businesses.
There are four main components, according to the Design Council:
Designing Demand Immerse is the most intensive of the services. It helps mature businesses embed design in their strategy through up to 18 months of direct support of dedicated design advisors. These specialist roles -- which the Design Council hopes to number 70 over the next few years -- will see every aspect of a business being evaluated from a design point of view. The advisors will also work with SMEs to advise on how to work with designers, how to conduct pitches, and what are acceptable fees.
Designing Demand Innovate is a specialist design innovation service for high-tech ventures. It is also based around business mentoring and peer group support.
Designing Demand Accelerate is an intensive service to help both established businesses and start-ups identify the right design project for their needs and take it forward.
Designing Demand Workshops are fast-paced and practical one day workshops showing businesses what design can do for them.
A special website has been set up for the programme: www.designingdemand.org.uk
Digit will carry more coverage of Designing Demand in the next issue (on sale October 19), including an interview with Sir George Cox and David Kester.