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Chemistry opens for Design For Enterprise

With an ever increasing awareness of the impact of design on business, it would only be a matter of time before the Singapore government put further backing into encouraging local businesses to create sustainable value and improve competitiveness and strategic advantage by integrating design into their business strategies, processes and development.

This October 2009 saw the opening of the $12 million Design For Enterprises initiative, located at MICA building. In announcing the DFE launch earlier this year, Dr Lee Boon Yang, former Minister for Information, Communication and the Arts said "This is where design can play a major role. Design is an important tool for enterprises to create unique value and sharpen their competitiveness".

The three key thrusts of DFE are Design Touch, Design Engage and Design Excel, which include programmes that are aimed at helping local businesses progress through the different levels of design capabilities, from learning about the value of design to skilful integration of design into business strategies.

For the DFE opening event, Chemistry was invited to develop an interactive presentation on design and branding relevance for businesses. This special presentation was an ideal opportunity for the team to provide some degree of education on how good use of design and branding correlates to improved business and increased business opportunities.

Chemistry presented a live Case Study for each area of its expertise, Product Innovation, Strategic Identity and Visual Impact; providing guests with 3 or 4 potential design directions or solutions for a client's business, based on the original design briefs.

Based on the real challenges the client's business faced at the time, only 1 of the directions would be the correct one, so guest players were asked to guess which one.

Guests then had to 'vote' by placing their namecard into a box – and at the end of the day, a prize draw was held, with the 3 winners each receiving a free 1 hour consultation session with Chemistry.

The case studies which were presented covered the areas of branding (Asian Civilisations Museum rebrand), product design (the Red Dot award winning DELL Crystal monitor), and strategy (the repositioning and update of Seasons Ice Lemon Tea packaging).

For more information, visit www.designforenterprises.sg