BW: It’s important to remember that design touches and should inform every aspect of an organisation. Every important component should not be there by chance, but because of a conscious choice. The visual articulation of a brand is usually the final step in this process for us. Design should encompass organisational culture and decision-making frameworks, the construction of internal processes, mapping the future to allow an institution to stay relevant and flexible across external and internal service elements. The design process should be used to define cultural responsibilities and footprints. It can help it reach audiences it doesn’t yet, do things it was unable to before, and be ahead of its peers.