ABSTRACT
Perspective represents the internal and external stakeholder viewpoint and skill contributions necessary in creating corporate and brand designs, these being apart from the Chief Executive Officer (CEO) and design strategist: staff, design specialists, customers, clients, financial institutions and regulatory bodies. This chapter shows the differing approaches but also explains why it is important to speak with as many people within the client organisation and with the projects specialist designers, so that everyone understands what has to be achieved. A business executive requires detailed knowledge of his/her sector to maintain competitive edge, and increasingly many are becoming design-aware. The key contributor and decision-maker is the CEO, who sets the tone of the organisation and has business responsibility and legal authority invested in him or her with the job title. The corporate design strategist works with the CEO, initiating and developing a design concept from his or her holistic and intuitive expertise that creates the image for the new market position.
