Better Normal by Design

In its pursuit of underlining the value of good design and empowering Filipino MSMEs facing great challenges today, the Design Center of the Philippines initiated the Better Normal by Design project in 2020. The project was composed of three phases, the Bespoke Futures Masterclass with WGSN in 2020, the design solutions development phase and the market launch of the results of the design development phase. All together, these initiatives sought to equip today’s growing upstarts with guidance on preparing for the future of consumer markets.

With this effort, the Design Center aimed to achieve three main objectives that aligned with its commitment to cultivating a culture that thrives in creativity, value creation, and innovation.

The foremost objective was to future-proof Philippine designers and MSMEs by nurturing their ability to integrate the principles of consumer behavior analysis and prediction into the design and product development process. This was best cultivated through the design futures reporting and masterclass and workshop phases.

Second was to develop a confident lifestyle collection that will globally resonate in the post-COVID-19 world. This goal was also paired with the target of ushering a strong and sustainable statement on the unique Philippine design sensibility and artisanal influence.

And finally, to create awareness on the use of design as a strategic tool for resiliency. With the MSME sector itself finding even more value in design after facing constant challenges in today’s COVID-19-stricken economy, this target is especially important for sparking even more change in the Philippine design innovation ecosystem.

The Three Consumer Personas

The Settlers

How will you design for them?