Initially asked to generate a design identity to structure the current portfolio of products, I managed to utilise the project’s findings and rationale to influence the strategy of not only the Design team, but also the business, from its Marketing team, to its branding, to its organizational structure.
This fact led to the creation of the first design strategy role within the company: a success story of Design having an impact in business management and strategy.
The project evolved into an Innovation & Portfolio Strategy that I created for Philips Consumer Lighting.
- Creation of design guidelines for Product, Graphic and Packaging Design
- Creation of marketing and communication guidelines.
- Creative direction of Brand and Design departments.
- Direction of groups responsible to implement the strategy.