Design is the fourth of six phases. It is about developing design solutions based on the previ¬ous phases of initiating the project, gathering insight and developing strategy. The challenge lies in linking the verbal to the visual, bridg¬ing the gap between strategy and design. It is at this point of intersection that the designer benefits from the knowledge aquired to develop good ideas and targeted solutions. A design project does not necessarily have to lead to visual design, the solution may as well be a plan or a concept. Design development can follow different principles, methods and models, and many of these work across different design disciplines and fields. Insight, idea develop¬ment, prototyping, testing and evaluation are necessary factors and so are knowledge of tech¬nology, interaction and use of visual elements. Feasibility is important. Is the idea possible to realise, is it viable, does it solve the problem? The interaction between client, designer and user is a key factor. The main ambition should be to solve to the problem, meet client and user needs and help the company achieve its goals. Phase 3 includes chapters on how to link strategy and design, design methodology, concept development, design development, design elements, composition, surface and format and identity development.