Design Strategy . . . . . . . Form Follows Essence™



What is the essence of your business?  What is the essence of your products or service?

Why do you exist, to make money or provide value to the community you serve?

You must make money, at least a good return on your investment, ROI, or you cannot continue to serve your customers. But many companies make money on junk, on proorly designed products. Hopefully, that's not how you want to be known by your family, to your associates or your community.

Communities do not become great through bad architecture, bad products, bad services, bad people.  


When your customers look at your products, your signage, your logo, your website, your office, your vehicles, your brochures or your people, do they see the essence of who you are, what your business provides? Do they see what you believe? Are those beliefs evident when they look at your products?


Great design conveys the essence of the product's function, its technical function and its human function. Great design satisfies the end user's needs of safety, efficiency and emotion as well as instills within the community of customers the reputation of the people who produced the product or service.


The community of a business is not just its geographic location, it is the customers, the users.

The seeds you are planting with your business, will they produce a great harvest?  



Community is built by first planting a seed.

Communities are designed by first seeding the mind.



God gave to Moses the patterns of the tabernacle and instruments.

God gave the pattern of the temple to David long before it was built by Soloman.


The places of society are built object by object, and with design can be formed together to serve the essence of community.

Every organization conveys to users and customers, its essence of integrity by its products and services from its strategy of design. The essence of that strategy becomes evident in the form of its products.


User Focused Design


Design Strategy defines an organization's care for its users.

Design Strategy is the outcome of Design Thinking which guides the interaction of Design Phases to form Design Solutions.


Since the early 70's the brand PhilpoDesign™ has maintained a Design Strategy of User Focus as central to Design Solutions. 




Design: Design Thinking + Design Doing

Design Thinking is a process of structuring opportunities for alternative systematic patterns that are focused on design solutions or outcomes to provide a whole greater than the sum of the parts.

Design Doing is a process which provides real solutions for user experiences to enhance the quality of human endevors.


Built on the theories of Christopher Alexander , L. Bruce Archer, Max Bill, and famed Ulm School of Design graduates Eva Pfeil, PhD and Walter Schaer, PhD at Auburn University, College of Architecture, Design and Construction, School of Industrial and Graphic DesignPhilpoDesign™ strives to focus a shepherding process to bring forth design solutions integrating the arts, sciences and humanities.

All PhilpoDesign™ services are structured within six cyclic iterative phases of our Design Thinking + Design Doing process whereby synthesis is part of analysis and ideation:

          Research > Analysis > Ideation > Conception > Development > Implementation

as shown in the DesignPhaseInteraction diagram above.

Design Thinking + Design Doing is vital to find solutions to complex situations in historic preservation, revitalization organization, promotion, economic restructuring, environmental, graphic or product design.


Design not just art, not just scientific applications, not just human factors,
Design is the application of the integration of the arts, the sciences and the humanities. 

Design is the force that cast the factors of creativity to serve the needs and desires of humanity.





PhilpoDesign™ Services


Environmental Design  

  • Small House Design
  • Historic Preservation
  • Interior Space Planning
  • Transportation Design
  • Exhibition & Display Design
  • Wayfinding & Signage Design

Marketing/Corporate Communications

  • Strategic Analysis & Planning
  • Product Identity / Corporate Identity
  • Branding / Logos / Trademarks / Icons
  • Exhibit Graphics / Fleet Graphic

Product Design

  • Strategic Product Planning
  • Ideation / Conceptualization
  • Aesthetics, Form, Color, Texture
  • Materials / Processes Analysis
  • 3D CAID Sculptural Surface Modeling
  • 3D CAD Solids Mechanical Design
  • 3D Rapid Prototyping
  • Competitive Product Analysis
  • Systems / Component Integration
  • PDM / PLM Integration Management

User Interface Design

  • Ergonomic / Cognitive Analysis
  • Schematic Flow Development
  • Sequence / Frequency of Use
  • Interaction / Criticality Matrix Analysis
  • Universal & Elder Design
  • User Interface/Icon Design


The history of design and anthropology, in objects and communication, conveys that great design is more than the technical function forming the external surface, but that the essence, including the soul, the purpose, the technology, the efficiency, the feeling, the quality, the character, the integrity, as well as the materials and structure must become evident and integral to the form of the design, to serve all users.


Design is the discipline of giving form to the systems and objects that serve the user.
Design is the SIGN or form giving semantic function of bringing substance from essence.
Design is the integrative force to forge unique works into the competitive marketplace.

Design is the method of branding products, services and organizations for unique clarity of identity.

Design is the process of creating products, systems and services to serve producers and customers.
Design is the agent of change by focusing on users, innovation, creation, transformation or preservation.


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