This paper builds upon our previous work in the area of strategic design. In an earlier paper on “The Strategic Role of Design in Cultural Products and Services”, we undertook a critical review of the literature and developed a classification and analysis of the principal strategic applications of design in cultural sectors such as performing arts, fashion, museums, galleries, and publishing.
In this work, we a) suggest a distinction between design as a vehicle and set of methods that facilitate strategic decision making AND design as an integral part of strategy and its implementation (“design FOR strategy” as opposed to “design IN strategy”, respectively); and b) create a core-list of “design IN strategy” applications in cultural organisations and address them through a case study of different museums’ practices.
The case study focuses on how cultural projects are managed in relation to strategy and design thinking. It includes interviews with senior managers, a design manager, and the Marketing & Communications Officer of Tyne & Wear Archives & Museums – a UK based organisation of 12 museums, archaeological sites, and galleries.