Claire Menzies: Governance, Stakeholders, and Vision in Design
Written by Claire Menzies, Group Chairwoman & Founder at Istoria Group
The Future of Design
Looking at the future of the design industry I hope, like many of my fellow readers, to see an industry where design and sustainability go hand-in-hand. I like to envision a world where the process is completely circular, and a world where it’s easier to find a sustainable partner, or supplier, than not. Until that vision comes to fruition, we have some work to do, and I believe that work comes in the form of good governance, engaged stakeholders, a strong long-term vision and ethical practice. I implore you, fellow readers, to drive forward change where you can.
Good Governance in Design Agencies
Governance is essential to transforming the design industry to a circular economy. Without robust governance structures, we’ll continue to see businesses operate without accountability, as standard practice. However, it doesn’t need to be this way.
One example of governance at Istoria Group came in the form of commissioning a fellow B Corp, B People, to carry out a people audit. The audit allowed us to develop a progressive people strategy covering staff engagement, career development, diversity, and leadership. Continuous reflection and improvement enforces effective governance, allowing us to contribute to long-term industry success.
Good governance is not just about a wider industry shift, there are short term gains also. Our people strategy is key to ensuring we’re providing a space where our teams can creatively thrive. Making room for checks and balances ensures we don’t just create beautiful designs, but we drive growth towards a sustainable future for both our clients, ourselves and our stakeholders.
Engaging Stakeholders for Better Outcomes
An engaged team is key to both good governance, and sustainable design practice. However, engaging the right stakeholders from the very beginning can be challenging. With everyone working through competing priorities in any given workday, the design process can fall to the wayside, often being a priority for a small number of team members.
Engaging stakeholders early on in the design process can reap numerous benefits and outcomes. If multiple perspectives come forward in the briefing process, the creative team can then consider the different perspectives throughout the entire design process. The output? A considered and integrated design that works for everyone.
It’s not just client work that benefits from engaging all stakeholders, but it also makes for a more resilient business. At Istoria Group, we’re always looking for new and innovative ways to engage stakeholders on the sustainability journey that we are on. An example of this collaborative work in practice is an agency open day we held in conjunction with PR agency Purplefish, and in partnership with Babbasa, a social enterprise that supports young people irrespective of their background. The open day invited 20 young people to explore the sort of work that takes place in a creative agency.
Both agencies were involved in every level of the planning and delivery of the open day, and it allowed us to work together to give back to our community. The result was an event that celebrated creativity, diversity and inclusivity, while engaging with the wider creative community.
Taking a collaborative approach not only enhances the company’s culture but also builds stronger relationships. We find that those who feel involved, whether client side, employee side or through an open day, are more likely to commit to delivering high-quality work, which in turn benefits all.
Ethical Practice and A Long-Term Vision
When setting the long-term vision of a business, it makes sense to find balance through profitability and social responsibility. Within design agencies, we hold the power to implement this within the design process. This adds value for all stakeholders involved and can elevate your business to new heights. It would therefore be short sighted not to incorporate good governance to achieve your vision, alongside considering the type of stakeholders you want to engage on the journey. The joy is that you can have true creativity with engagement tactics, and I personally encourage you to do so.
Shaping the Future of Design
I believe that, as designers, the role we play in influencing society is significant, and agencies that harness this power to drive positive change will thrive and prosper in the future. As business leaders, we can decide what that future looks like and decide how we get there. Personally, I hope to see a future with a plethora of sustainable agencies, partners and suppliers, paired with a circular economy. Let’s raise the bar for businesses globally.