brand.design

This survey about design and branding was initiated within the framework of the regional system of innovation in Upper Austria (RIO) by the Upper Austrian Technology- and Marketing Association (TMG).
The DOM (Design, Organisation, Media) laboratory at the university for arts and Industrial Design Linz, which is directed by Prof. DI Michael Shamiyeh MArch, was responsible for the realisation of the project by Dr. Thomas Duschlbauer MA and Irene Roselstorfer. The main task existed in analyzing the disposable potential that could be exhausted for small- and medium-sized enterprises (SME) by means of Industrial Design.

Design in competition.
Although a lot of local small- and medium-sized enterprises (SME) have great innovative potential, they hardly developed any consciousness of the importance of Industrial Design or merely regard Industrial Design as „nice to have“. Focusing on that assumption, several leading companies as well as SME have been selected as examples for best practice in order to demonstrate that Industrial Design may help to gain an unique selling proposition and therefore a distinct advantage for international competition.
Apart from the lacking consciousness for Industrial Design, one aspect may be seen in the fact that SME hardly have additional resources (e.g. for market research, human factor research) beyond their core competences. In many cases a structured process of innovation considering aspects like design and branding right from the beginning isn’t ensured. In this respect the partners of the project serve as case studies to show, which strategies could be derived and which chances as well as risks may emerge.

Outcome.
A manual for design and branding according to the needs of SME was prepared. Despite the course of the design-process also its integration into a company’s communication strategy was on the agenda.

The publication will be ready until the end of the year.

Official Research Partners
DOM Research Laboratory, University for arts and Industrial Design, Linz
Rosenbauer International AG
PEZ International AG, Traun
Alpedesign Alexander Penzinger, Diersbach
Berner Möbel, Baumgartenberg

Associated Partners
KTM Motorcycles
Tischlerei Andexlinger
Neuburger