This document summarizes the current state of the global design profession. It outlines some of the top design companies internationally and discusses their approaches, philosophies, job opportunities, qualifications required, market sectors served, and services offered. It also examines where else design can be found, looking at government and institutional roles in design in regions like the Americas, Europe, and Africa. The document takes a high-level qualitative look at trends in the profession through interviews and research.

1. The Current State of the
DESIGN PROFESSION
INTERNATIONALLY

2. OUTLINE
01 DESIGN cOmPaNIES
& whaT aRE ThEy DOING?
02 whERE ELSE caN wE FIND
DESIGN? INSTITUTION, GOvERNmENT
03 LaRGE NON-DESIGN cOmPaNIES

3. mEThODOLOGy
QUaLITaTIvE RESEaRch
• PhONE INTERvIEwS
• STaFF INTERvIEwS
• INTERNaTIONaL cOLLEaGUE INTERvIEwS
• wEB RESEaRch
-aRTIcLES
-wEB SITE DEScRIPTIONS
• INTERvIEwS
• PODcaSTS

4. cOmPaNIES
• NBBJ • KOLLE REBBE • EDENSPIEKER-
• FROG • OGyLy UND maNN
• ZIBa PaRTNER • SaGmEISER INc.
• IDEO • IKEa • hUGh DUBBERLy
• GENSLER • aLLESSI • aLExaNDRE
• RTKL • ThONET wOLLNER
• NBBJ • vITRa • aNa cOUTO
• LENOvO • aRchImEDE • E.G. DESIGN
• Bmw • BP • aNDRé STOLaRSKI
• P&G • hSBc • FERNaNDO aND
• KmS TEam • RhED hUmBERTO
• JUNG vON maTT • mOTOROLa camPaNa
• SIEmENS • TáTIL • ÍNDIO Da cOSTa
• NESTLé • 6D ESTúDIO • SéRGIO
• RacORFISh • DavID hILL RODRIGUESL
• mUTaBOR • NaOTO • BERNaRDES
• mETa DESIGN FUKaSawa JacOBSEN
• aRT+cOm • DavISON • OScaR NIEmEyER
• SchOLZ&FRIENDS • hTK aRchITEcTS
• PETER SchmIDT • DySON
GROUP • aTaBEyKI DESIGN
DEvELOPmENT

5. DESIGN cOmPaNIES &
whaT aRE ThEy DOING?

6. aPPROachES/ PhILOSOPhy
IDEO Design Thinking
“Design thinking is an approach that uses the designer’s sensibility and methods for
problem solving to meet people’s needs in a technologically feasible and commercially
viable way. In other words, design thinking is human-centered innovation.”
ZIBa Design Experiences
We exist to design beautiful experiences.
Beautiful experiences are meaningful and relevant to the consumers they are designed
for. They lie in that sweet spot where the soul of your brand overlaps with the soul of
your target consumers. And, it’s our job to help you find it.
BRUcE maU massive change
Whether we realize it or not, we live in a designed world. The question is: will this be
a design for destruction or for a sustainable new world that we can safely hand down
to our children and our children’s children? It’s not about the world of design, but the
design of the world.

7. aPPROachES/ PhILOSOPhy
NBBJ Enhance Life
To shape a future that enhances life and inspires human potential and spirit through
design. Future friendly, Sustainable, Community
FROG Innovation
We are franatical about improving the world. We choreograph cultural change through
design. We are not just a business after 40 years we‘re part of the cultural fabric. Our
work outlasts movements and fads. Quality is our non-compromising obligation. We
strive to change minds, touch hearts, and move markets. We are curious, vigilant,
expert, cost-driven and aware of the need to have our scarce environment. Our talent
is both an art and a science. It is both business and culture. Our clients are key to our
success. However, we don‘t take any b.s. – inside or outside. We live honestly, open and
without fear. Humur and spirited fun are the essence of frog.

8. JOBS
ZIBa caREERS FROG caREERS IDEO caREERS
Consumer Insights Interaction Design Interaction Design
and Trends Industrial Design Industrial Design
Industrial Design Environments Design Environments Design
Environments Design Human Factors Human Factors Specialist
Communication Design Engineering Mechanical Engineer
Interaction Design Communication Design Communication Design
Client Relations Marketing Marketing
Creative Services Product Design Product Design
Business Development Manufacturing Manufacturing
Business Design Business Design
Business Development Business Development
Content Specialists Quantitative and Qualitative
Additional Support Roles Research Specialist

9. QUaLIFIcaTIONS/ SKILLS
IDEO
INTERacTION/ vISUaL / GRaPhIc DESIGNER
• Strong visual communication skills with a dedication to detail and consistency
• Be able to work collaboratively with other disciplines including communication, industrial,
environmental, engineering, and business designers.
• Understand user-research and testing methodologies.
• Translate high-level objectives and design principles into interaction flows and information
architecture diagrams.
• Contribute to product/service ideation and concept development.
• Candidates must have strong presentation, verbal and written skills.
• Understanding of prototyping methods at different levels of fidelity

10. QUaLIFIcaTIONS/ SKILLS
FROG
INDUSTRIaL DESIGNER
• CREATIVITY
• Super advanced ideation skills, lateral thinking and a solution based
• user experience perspective
• Strong interest in the convergent creative disciplines
• Ability to share the sand-box and build the best castle
• Responsibility Breakdown: 100% Project Participation
•
vISUaL DESIGNER
• Must be wildly creative and obsessively meticulous
• Must understand user behavior as it relates to design
• Exceptional design talents with stylistic breadth that demonstrates sensitivity to diverse subject
matter from product interaction to software tools and applications to the web.
• Superb information design abilities, fastidious and efficient production and optimization habits,
and impeccable problem solving skills

11. QUaLIFIcaTIONS/ SKILLS
GENSLER
INTERIOR DESIGNER
• 5 years minimum of relevant design experience in interiors
• Proficient in AutoCAD and Revit
• Bachelors’ Degree in Interior Design or Architecture
• Certification or state licensed is a plus
• Knowledge of FF&E, color & materials
• Knowledge of furniture systems and specifications
• Proficient in Creative Adobe Suite applications
• Proficient with Sketch up and other modeling software programs
• LEED accreditation

12. maRKET SEcTORS
FROG SERvIcES IDEO SERvIcES • NON-PROFIT
• CONSUMER ELECTRONICS • SECTORES IDEO • PHARMACEUTICAL
• TELECOMMUNICATIONS • AUTOMOTIVE • REAL ESTATE & URBAN
• HEALTHCARE • BIOTECH & LIFE SCIENCES DEVELOPMENT
• MEDIA • BRAND AND COMMUNICATIONS • RETAIL & HOSPITALITY
• EDUCATION • COMPUTERS & PERIPHERALS • SPORTS
• FINANCE • CONSUMER ELECTRONICS • SUPPLY CHAIN & LOGISTICS
• RETAIL • CONSUMER GOODS & SERVICES • TELECOMMUNICATIONS
• FASHION • CONSUMER HEALTH • TOYS & GAMES
• EDUCATION • TRANSPORTATION
RTKL aSSOcIaTES INc. • ENERGY
SERvIcES • FINANCIAL SERVICES NBBJ SERvIcES
• CULTURAL • FOOD & BEVERAGE • CIVIC
• MIXED-USE • FURNITURE & WORKPLACE • COMMERCIAL
• RETAIL & ENTERTAINMENT • GOVERNMENT • CORPORATE
• HOSPITALITY • HEALTHCARE SERVICES • HIGHER EDUCATION
• PLANNING & URBAN DESIGN • HOUSEHOLD GOODS • HEALTHCARE
• HEALTHCARE • INDUSTRIAL EQUIPMENT • HOSPITALITY
• WORKPLACE • MATERIALS & MANUFACTURING • RETAIL
• PUBLIC & DIPLOMATIC • MEDIA & ENTERTAINMENT • SCIENCE
• ACADEMIC • MEDICAL DEVICES • SPORTS
• SCIENCE & TECHNOLOGY
• MISSION CRITICAL
• TRANSIT

13. SERvIcES
FROG SERvIcES NBBJ SERvIcES
• TECHNOLOGY • ARCHITECTURE
• INSIGHT • BRANDING + DESIGN
• INSPIRATION • INTERIORS
• IMPACT • LANDSCAPE D ESIGN
• LIGHTING DESIGN
RTKL aSSOcIaTES INc. SERvIcES • PLANNING + URBAND DESIGN
• ARCHITECTURE
• ENVIRONMENTAL GRAPHIC DESIGN ZIBa SERvIcES
• SPECIAL SYSTEMS DESIGN • BRAND DNA & IDENTITY
• SUSTAINABILITY • PRODUCT DESIGN
• HEALTHCARE STRATEGIC FACILITY • RETAIL DESIGN
PLANNING • SERVICE DESIGN
• BUILDING INFORMATION MODELING • INTERACTION DESIGN
• PLANNING & URBAN DESIGN • COMMUNICATION DESIGN
• MEP ENGINEERING • PACKAGING DESIGN
• HISTORIC PRESERVATION • PRODUCT INNOVATION
• ENVIRONMENTS • SERVICE INNOVATION
• HEALTHCARE FACILITY TRANSITIONING
• INTERIOR ARCHITECTURE & DESIGN
• STRUCTURAL ENGINEERING
• PROTECTIVE PLANNING
• HEALTHCARE TECHNOLOGIES
• BRAND BUILDING

14. cONcLUSIONS
DESIGN TRENDS
· PROBLEM SOLVING: Focus on sustainability, user experience / needs, and experience
design.
· Collaboration, creativity, and communication skills are important requirements.
· Standard career descripitions like Product Design, Visual Communication Design, and
Interior Design are still important. However, new job descriptions such as Environments
Design, Business Design and Design Research are becoming trends in job offerings
· The companies we researched are represented in every market sector and offer a variety
of different services. They range from health to technology.
· Design companies look for designers who are experts in their field and who are proficient
in the relevant software programs, as well as design specific skills. Additionally to
these basics, they are seeking thinkers and progressive, curious, creative and
collaborative individuals.

15. whERE ELSE caN wE
FIND DESIGN?
INSTITUTION, GOVERNMENT

16. ThE amERIcaS
DESIGN FOR ThE amERIcaS (USa)
“Design necessity is recognizably present
in projects ranging in scale and complexity
from a postage stamp to a highway system.”
FROm ThE TEN PRINcIPLES OF DESIGN NEcESSITy OF ThE
1ST FEDERaL DESIGN aSSEmBLy, 1973
rePort of the
“The absence of design is a hazardous kind u.s. nationaL
Design PoLicy summit
of design. Not to design is to suffer the
January 19, 2009
costly consequences of design by default.”
FROm ThE TEN PRINcIPLES OF DESIGN NEcESSITy

17. ThE amERIcaS
DESIGN FOR ThE amERIcaS DESIGN cITIES FOR haPPINESS/ (colombia)
“If we in the Third World measure our success or
failure as a society in terms of income, we would have
to classify ourselves as losers until the end of time,”
declares Peñalosa. “So with our limited resources,
we have to invent other ways to measure success.
This might mean that all kids have access to sports
facilities, libraries, parks, schools, nurseries.”
Peñalosa uses phrases like “quality of life” or “social
justice” rather than “commons-based society” to
describe his agenda of offering poor people first-rate
government services and pleasant public places,
yet it is hard to think of anyone who has done more
to reinvigorate the commons in his or her own
community.

18. ThE amERIcaS
DESIGN FOR ThE amERIcaS NOKIa
TRENDS LaB/ (argentina, austria, Brazil,
colombia)
The European Nokia Trends Lab seem to be a
version two of an earlier Nokia Trends project with
strong Latin-American roots. There are Nokia trends
sites for Argentina, Austria, Brazil, Colombia, Europe,
Mexico and Switzerland, and it is introduced as
follows:
“Nokia Trends is an absolute hit with people in tune
with the main trends in human and technological
expression, bringing together both established and
new artists.
Created in Brazil in 2004 and later exported to Latin
American and European countries such as Mexico,
France and Russia, Nokia Trends is an experience
that proposes different ways of consuming and
producing avant-garde art and music via electronic
means – especially mobile ones.”

19. EUROPE
cOUNTRIES & FOcUSES Design Profession
major Design countries
Focuses
• Czech Republic (East)
• Typography (Switzerland,
• Denmark (North)
Germany)
• Finland (North)
• Furniture (Italy,
• France (Central/West))
The Netherlands,
• Germany (Central)
Sweden)
• Greece (South)
• Fashion (Italy, Spain)
• Hungary (East)
• Experimental
• Italy (South)
(UK, South Europe)
• Spain (South)
• EcoDesign (Germany, UK)
• Sweden (North)
• Switzerland (Central)
• The Netherlands (North)
• United Kingdom (West)

20. EUROPE
cURRENT INTERESTS Design Profession
Design Innovation and Economic Development Design and culture
• Design, Innovation and Economic Development • Design as Social Carrier
• Design Management & Leadership Business Tools • The Potential of Design to
• Generating Tools Communicate Social Values
• Design Thinking • Design‘s Role in Securing Regional
Qualities & Identity
Design Responsibilities
• Designethics and Philosophy Design Education and Research
• Lifecycle Assesments & Sustainability Systems • Integrating Design Thinking in Curricula
• Design as a Toll for Wealth Distribution • Design as Research Tool
• Design for All – Quality of Life for all Citizen
• Sustainability and Corporate Responsibilities

21. EUROPE
ThE haGUE Design and Government (Netherlands)
Design Den Haag 2010-2018 researches the relation between Design and Government
in Europe within an international context, from cultural, economic and social viewpoints.
Five public events biennially in the field of design, architecture and visual
communication, with exhibitions, publications, lectures and debates, workshops
and documentary films. Each edition will entail a collaboration between Den Haag
and another European government Capital: Berlin (2010), Stockholm (2012), Paris
(2014), London (2016) and Rome (2018). The final evaluation of the five editions will
be submitted as report to the European Union at the end of 2018. This report will
contain recommendations concerning the betterment of relations between design and
governance, and on governmental funds for the quality of design, architecture and
visual communication.

22. EUROPE
DESIGN FOR aFRIca Something out of Nothing (Germany)
Design is problem solving – it’s a work in progress which requires non-conventional,
abstract and creative thinking. A design arises from the application of an uncomplicated
method that can be learnt by anyone with an open mind. This method applies to all
products and services regardless of shape, size and function.
Design for Africa is a project concerned with the application of this method and the
recycling of materials. It will be implemented during a yearlong trans-african crossing,
culminating in Kibera, Kenya, beginning October 2005.

23. EUROPE
RSa Source of ideas, innovation and civic enterprise (England)
For over 250 years the Royal Society for the encouragement of Arts, Manufactures and
Commerce (RSA) has been a cradle of enlightenment thinking and a force for social
progress. Our approach is multi-disciplinary, politically independent and combines
cutting edge research and policy development with practical action.
We encourage public discourse and critical debate by providing platforms for leading
experts to share new ideas on contemporary issues. Our projects generate new
models for tackling the social challenges of today and our work is supported by
a 27,000 strong Fellowship - achievers and influencers from every field with a real
commitment to progressive social change.

24. aSIa
DESIGN.SINGaPORE
within the ministry of Information, communications and
the arts of (Singapore)
aims to place Singapore on the world map for design creativity.
It looks to developing a thriving, multi-disciplinary design cluster
of industries and activities in Singapore that has relevance and
impact globally. The initiative also aims to bring design to business
boardrooms and to new audiences and markets. In time, bring
about a pervasive and unique design culture. The DesignSingapore
Council, set up since August 2003 by the Ministry of Information,
Communications and the Arts, is the public organization for
promotion and development of Singapore design. The Council
works closely with other government agencies, the design
community, industry and education institutions to promote design
in business and education, and to develop Singapore as one of the
leading international centers for design creativity.

25. aSIa
NaTIONaL INSTITUTE OF DESIGN (NID)
within the ministry of commerce and Industry of (India), one of the autonomous Bodies
Further to the announcement of the National Design Policy by the Government of India in February
2007, the India Design Council is now formulating work groups
a Role of Design Council as a Regulatory body for accreditation of Design Education.
B Study of standards for India Design Mark.
c To study and recommend the tax benefits/incentive for Design Investment in industry, research
organizations & institutions.

26. cONcLUSIONS
ART
In some asian LOCALIZED (TOWARDS TRADIIONS, CULTURE)
countries design
CURRENT STATUS OF DESIGN PROFESSION IN THE WORLD
PROFIT/ TECH-DRIVEN ( iPad)
in its broader
meaning is DESIGN THINKING
intergrated into EU USA LUXURIOUS
the governmental CUSTOMIZED
structure.
whereas in
INNOVATION ASIA
The americas
and European VC? Interior?
countries the INDUSTRIAL DESIGN
Government
collaborates
with the design
community INDUSTRY MIDDLE-EAST
but it is not
MASS
intergrated into PRODUCTION
the governmental
FIRSTLY NEEDS
structure.
UTILITARIAN
NEED-DRIVEN

27. cONcLUSIONS
In most of the Asia and Middle-east the government is still the most powerful existing authority that
can make large scale national decisions. Because of this there are divisions and officies within the
governmental structure of these countries which are managing design-related issues and decisions.
If we look at the big picture for these regions, it is partly due to the current state of the economy
and industry.
While the economy is still not strong enough to support design, design is stimulating the economy
in these regions. Design is need driven and transitioning into a very distictive identity.
In Europe and the United States, the economy is stable but is receiving added stimulation from the
design industry which is consumer influnenced and innovation driven. Design can impact these
economies significantly because they are no longer in the basic stages of development.
This will help design to evolve past function, and form could follow emotion. This will lead to
emerging design thinking and philosophies that could change how design is created and applied
rather than what design is.

28. LaRGE NON-DESIGN
cOmPaNIES

29. LENOvO
china’s biggest computer company
Lenovo strives to be a new world company that makes award-winning PCs for our customers.
We operate as a company uninhibited by walls or organizational structures using worldsourcing to
harness the power of innovation across our global team. We design innovative and exciting products
and services to meet our customers’ needs. Award-winning designs have helped put the Chinese
computer maker on track to becoming a tech powerhouse.
Lenovo faces fierce competition in its Chinese home market from Hewlett-Packard (HPQ ), Dell
(DELL ), and IBM (IBM ), which compete on price and status. Known for its innovative PCs, Lenovo
wants to expand its lead in innovation and turned to ZIBA to help.

30. DavID hILL
Lenovo Brand management and Design
As the Vice President of Lenovo brand management and design, David leads an international team of
brand strategists, human factors engineers, graphic, and industrial designers shaping the brand and
visual impressions of the company. His experiences include the design of brand identity systems and
computer offerings ranging from high performance servers to the iconic ThinkPad notebook computer.
Lenovo has doubled its design team, to 80 people, since 2002.

31. Bmw GROUP (GERmaNy)
Development, production and marketing of motorcycles and cars (Bmw, mINI and Rolls-
Royce), as well as comprehensive financial services for private and business customers.
Identifying potential and encouraging growth. Knowing what we represent. Recognising where our
strengths lie and making the best use of every opportunity. Following a clear strategy. Goals we have
attained are in essence the point of departure for new challenges.
• Automotive Design (Industrial Design with focus Automotive possible)
• Communication Design & Marketing

32. NESTLé (SwITZERLaND)
world‘s leading Nutrition, health and wellness company
We are committed to increasing the nutritional value of our products while improving the taste.
We achieve this through our brands and with initiatives like the Nutritional Compass and 60/40+.
• Merchandise & Retail
• Webmaster
• Press work Product and Brands

33. P&G 23 Billion Dollar Brands
Procter & Gamble (P&G) succeeded in turning the
tide of product commoditisation with ‘design thinking’.
The maturity of innovation during 1970s brought
forceful changes in business models and how P&G’s
application of design in the organisational DNA
led to double its sales growth from $40 billion in 2000
to $83.5 billion by 2008. The timely replacement of
Durk Jager (Jager) with A.G. Lafley (Lafley) turned
the tables for P&G with renewed ‘customer-centric
innovation’ and application of ‘design thinking’ in its
corporate DNA, which served the purpose of bringing
the company back into the game.

34. cONcLUSIONS
Under the difficult economic conditions of today innovation has quickly become the key factor that
determines the winners from the losers in big business. However, the utilization of this resource
appears to have specific applications. Large Non-Design Companies have internal designers who
design coroporate communications and maintain internal branding standards. Yet, the majority
of their innovation is outsourced to external design firms around the world. Some creatives are
retained internally as key decision makers, but the dynamic product innovation, brainstorming, and
testing appears to be externally developed. These administration level internal creative positions ask
for critical agency experience. Possibly to ensure that this individual can succesfully navigate the
angency structure and corporate structure to retain effecient communication of product expectations.
The exceptions to these standards are companies in the automoative industry (BMW) and some
technology companies (APPLE) who have strong internal design teams that engineer their product
innovations

35. ThaNK
yOU