Interview with designer Tekio Strategy Through Collaborative Design (TS), regarding views on design, and for the award-winning design A Transformation Formula Cultural Engagement.

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Interview with Tekio Strategy Through Collaborative Design at Thursday 5th of May 2016: DI: What is the main principle, idea and inspiration behind your design?
TS : Our main interest focused on the stakeholder ecosystem, we believe that a successful communications model has to impact the culture of an organization where people have a direct engagement along with a communications campaign.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
TS : Having an organic identity that could outlive communication was our main focus. We seek to engage a strategic group of collaborators as well as a strong communications campaign to make it live throughout the organization. Reaching a large audience with a meaningful message was our goal.

DI: What are your future plans for this award winning design?
TS : We see an impactful model that can be replicated for future projects bringing together identity, culture and communications. As a consultancy firm, we want to generate a business case and share the knowledge on implementing a strategic project.

DI: How long did it take you to design this particular concept?
TS : The whole conceptualization took around 3 months yet, the project lasted 9 months in all. It was an ongoing design where different stakeholders engaged in each stage.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
TS : Our client had a specific need, transmitting the strategic map to the organization but we had complete freedom to design the solution. In this case, our partnership with the client was fundamental.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
TS : Currently we are working on making this a model to replicate for future projects bringing together identity, culture and communications.

DI: What made you design this particular type of work?
TS : We’re always looking to design projects that have a meaningful relevance beyond technical aspects. We’re very sensitive to the stakeholder eco-system, we look to generate meaningful and empathic experiences that relate them in a more positive way to the business strategy.

DI: Who is the target customer for his design?
TS : We needed to communicate with more than 3000 collaborators of the TI division throughout the organization.

DI: What sets this design apart from other similar or resembling concepts?
TS : Our strategy integrates identity, culture and communication. Conceptualization was also implemented, that guaranteed an impeccable process.

DI: How did you come up with the name for this design? What does it mean?
TS : Our goal was to transform their culture, and the concept was linked to the Formula 1 metaphor, so that’s how we came up with A Transformation Formula.

DI: Which design tools did you use when you were working on this project?
TS : We always look for collaborative design and design thinking tools, some already known, and some we invent ourselves such as the

DI: What is the most unique aspect of your design?
TS : To be able to communicate the business strategy we combined three elements: identity + culture + communication. The intersection where graphic communication meets everyday actions conforms a strong identity. As we like to say about our work, we’re all about the realm where strategy meets people.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
TS : We always involve specialist in our projects. In this case, after a thorough research and a solid diagnose, we invited an OD partner and a graphic design studio specialized on translating complex concepts to collaborate for the big picture.

DI: What is the role of technology in this particular design?
TS : We understand technology in a broader sense, not only the digital aspect. In this particular project we opted for offline communications and focused on other aspects of social science technology such as metrics and quantitative surveys.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
TS : Our main motto is “Strategy through collaborative design”, so we seek interaction with different groups by either one to one interviews, collaborative sessions with a design thinking approach, quantitative surveys and other tools that leads us to a craft a meaningful project.

DI: What are some of the challenges you faced during the design/realization of your concept?
TS : A first challenge was to create a strong identity among a recently conformed group of near 3000 peoples considering a very closed branding within the organization. A second challenge was conveying the strategy beyond graphic communication. Aside from that, the counterpart leading team was always open to exponentiate every action.

DI: How did you decide to submit your design to an international design competition?
TS : There are very few competitions regarding design strategy and for us, these results are a thermometer on how we are doing on an international platform such as A’Design Awards.

DI: What did you learn or how did you improve yourself during the designing of this work?
TS : We always seek to go further, we are non-conformist, yet this project was our biggest challenge. We crafted a strategy for the biggest audience we’ve worked for. We have a more lean methodology and a new model to implement and iterate.