ID: Past, present and future

Whether you are designing a range of cars or digital products, the challenge is to achieve brand coherence across the portfolio while also ensuring that each individual product still performs well in its particular context – both functionally and aesthetically. Some call this task an experience strategy; others dub it design DNA, language or identity strategy – whatever your preference the challenge remains the same. Most design leaders of large product or service organisations will recognise the complexity of the problem.