Design is important because it reveals the invisible.
Ninty percent of our decisions are determined by our perception and not by logic. Especially in change processes design can be a mighty lever because it brings clarification and orientation where words and verbal concepts encounter their limits. Design pervades the surface and supports the finding and communication of authenticity and identity. Design strives for ideals and does not abandon these, even if they cannot be reached right away.
Without design no brand – and vice versa.