purpose-driven design
3.01.2006

All too often the design - look and feel, color palette, layout - are presented as the ultimate solution to a stale marketing component such as an outdated website. But most of the time, it is the strategy, not just the design that is the root of the problem. In our world of branding we always treat the symptom before the cause. Strategy before design.

Strategy narrows focus and purpose. A well-conceived strategic plan helps contain the scope of work while providing direction for the creative. It also allows designers to design with purpose instead of just making pretty pictures.

This isn't just for global companies. A simple brand strategy can be adopted to help all ranges and types of businesses. Large companies use strategy to determine how best to launch a new product line and make it easy for customers to understand and purchase. Likewise, a small firm can use strategy to establish a unique positioning in their marketplace or identify their target market. Apple's rebranded iLife packaging is a good example of a strategic shift in positioning that results in a design realignment with purpose and not just a mere redesign:
http://www.alistapart.com/articles/redesignrealign/