Design...good design_is_good_business

2
FdK
Good
Design
is Good
Business
What is good design and
how can it increase the
profitability of your
business?
Simon de Kretser
FdK Design in Business Series No
1

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GOOD DESIGN is GOOD BUSINESS
‘Design’ is one of those words that is used everywhere in the business
world today. Designer brands, celebrity designers, Classic design,
Modern design, designer-this and designer-that, the word is used
everywhere, often to try to add an air of exclusivity and quality to a
product or service - but what does it really mean?
A bit like ‘innovative’, it is a word that we all know, but would probably
find it hard to apply a definition to. Here at FdK we believe that it is
a word that should be applied to a way of thinking that is coming to
increasing prominence in successful businesses, but that’s just our
interpretation!
With all of this confusion, it’s no wonder that when we come to talk
to businesses about how good design can be good for business, they
often either feel that they know what design is, and think it is either
unnecessary or too expensive for them, or that it is simply about logos,
brochures and websites.
This booklet attempts to demonstrate that design is not just about a
final gloss given to a product or service, but a way of thinking. It will
give you an insight into the deep impact that design can have on your
business, how to start the process of bringing design into the centre
of your thinking and strategy and how much of this can be achieved
without recourse to professional designers!

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FdK
1. Where did it all start? 5
2. What is ‘Good’ Design? 9
3. Why is it important now? 11
4. How is design today different? 13
5. What makes design central to business strategy? 15
6. Commoditisation pushes design to the fore 17
7. It’s not just about new technology businesses 19
8. How do I integrate design into my business? 21
9. But what about the cost? 25
10. It’s not all about business 29
11. What have we learned about good design? 31
Contents

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‘Good design is good business’ is a phrase
attributed to Thomas Watson Junior,
CEO of IBM from 1952 to 1971, and
included in a speech he made to students
at Wharton Business School in 1973.
Now you might well ask “what is the relevance of the
views of a business leader from the last century”?.
Well, Thomas Watson turned IBM from a company
manufacturing cash registers into ‘Big Blue’, a world-
leader and the face of the new computer age, growing
the business ten-fold in the process, so he has earned his
position as a business oracle.
Whilst the advances in computer technology
and engineering were certainly at the core of the
transformation of IBM, it was Watson’s belief in
the importance of design that set it apart from
competitors and produced the dramatic transformation
of the company.
Legend has it that Watson had a form of epiphany in
1956. Walking down Madison Avenue, he saw a display
of typewriters in an Olivetti showroom. The contrast
between the bright, colourful and modern look of Olivetti
and the drab, dimly-lit offices of IBM inspired him to
believe that as CEO he could ‘put my stamp on IBM
through modern design’
His first step was to employ Eliot Noyes, as IBM’s
‘Design Consultant’. The architect and former curator
of industrial design at MoMA set about creating a
design programme that encompassed every aspect of
IBM’s business including products, buildings, branding
and marketing materials. Much more than merely
maintaining a consistent look and feel, this was about
creating a ‘culture of design’ As Noyes put it: “In a sense
a corporation should be like a good painting; everything
visible should contribute to the current total statement;
nothing should detract”
Thomas J Watson - ‘Good Design is Good Business’
Where did it all start?

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FdK
The Olivetti Lettera 22 typewriter
- an epiphany for Thomas Watson?
The IBM Selectric Golf Ball typewriter - can you see the
influence of the Olivetti?
The IBM logo designed by Paul Rand (top) in the 1950s -
still in use today, and strong enough to withstand some
playful variations!

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Where did it all start?
To implement this ideal, Noyes employed some of
the most renowned artists and designers of the day,
including Charles and Ray Eames, Mies van der Rohe,
Eero Saarenin and Paul Rand. Noyes acted as ‘the curator
of corporate character’ employing and directing great
creative talent to develop and widen the ‘corporate
character’ of IBM, often asking them to work outside of
their usual area of expertise. Some of the design work
produced during that early period is still held
up as classic, and in fact some, like the IBM logo
are still in use today.
This belief in the central importance of design in
business advanced by Watson and Noyes, has influenced
many successful businesses and organisations since it
was first seen at IBM. Design is now regarded as vital to
organisations as they increasingly try to establish and
promote their brands and their values. From Apple’s
holistic approach to product design and customer
experience, to Nike’s clothes, shoes and stores, leading
companies are employing the principles of ‘design
thinking’ - including observing how people interact
with products and services, rapid prototyping and
collaboration between multidisciplinary teams to create
everything from consumer services to products, and
business services.
I am sure that I can hear you say ‘Of course, this is all
well and good for major corporations with big budgets,
but ‘design thinking’ is a luxury that small businesses and
start-ups cannot afford’
Well, the purpose of this booklet is to show that
design thinking and good design should be at the
heart of every business regardless of size and sector,
and more importantly that it need not be a massively
expensive thing to integrate. This has never been
more so than now, when businesses are facing the
challenges of slow or negative growth, and could use
design to meet those challenges.
Eliot Noyes - the original Design Consultant?

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The IBM Thomas J Watson Research Centre, designed by Eero Saarinen - designed to project modernity and
technological excellence - As Noyes put it: “In a sense a corporation should be like a good painting; everything visible
should contribute to the current total statement; nothing should detract”

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What is ‘Good’ Design?
First of all, let’s dispel a few
misconceptions about design. Design
is not simply the gloss or finish applied
to an item or service at the very end of it’s
development process.
Whilst in the 1950s, design was pretty much marketing
by another name, the symbiosis of design and business
that Watson and Noyse envisaged has become central
to successful business today. Design and design thinking
has become inextricably linked with innovation and is
central to the goal of creating a decisive advantage for
any product or service, across all market sectors. It is also
proving to be the differentiator in the efforts to resist
the effects of creeping commoditisation that is affecting
virtually every business.
It is also important to note that in the rise of this
perception of the importance of design in the success
of a product or service, the word itself has become
a ‘feature’ added to the descriptions of many things.
‘Designer’ anything is seen to have a special quality,
however, simply calling something ‘designed’ does not
necessarily mean that it has been well designed!
Good design is not that gloss or fluff added to something
to hide failings, in fact, good design is largely invisible, it
does not shout, but is just present in every interaction
between a company, its customers, suppliers, staff and
investors, and we see it in successful businesses every
day from Starbucks to Amazon to Virgin.
In conclusion, good design is the result of a process
that involves the study of every point of contact
between a company, its products or services, its
customers and it’s staff, then using that study to
innovate and meet challenges and unmet needs to
create real commercial advantage.
The Amazon website - hardly something that screams
‘design’, but an efficient, simple, confidence-inspiring
shopping experience that is starting to dominate online
retailing

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FdK
Starbucks - love it or hate
it, they have undeniably
elevated the drinking of
coffee to an ‘experience’
through the design of their
premises, service
and branding
Virgin - whether it is crossing the Atlantic, riding a mainline train, home broadband or a high street bank, customers
receive a sense of the ‘Richard Branson-ness’ that is at the core of the design of all Virgin service offerings

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Why is it important now?
Whilst good design has been a central part
of the business strategy of successful,
large corporations for many years, it
is increasingly coming to the fore for
businesses of all sizes and in all sectors.
But this is not design in just the traditional areas of
branding, packaging, websites etc, but design as a
process, used with the aim of creating simpler, more
meaningful and rewarding experiences for all people
interacting with a company, its products and services.
This new ‘era of design’ has been led by companies
such as Nike, First Direct, Ikea and of course, Apple,
the epitome of a design-led business model. Apple’s
capitalisation is larger than many countries and their
revenue is double that of Microsoft - a company in the
same technology field, but one that until recently has not
been perceived as an organisation led by design.
The growth of Apple is mirrored by many other, newer
organisations such as Amazon, Google, Pinterest and
AirBnB - successful companies that all give a high priority
to design in their search for competitive advantage.
Governments are also now recognising the importance
of design in creating a vibrant and growing economy,
and providing support and advice on the subject to all
businesses.
The rapid increase in the number of ways that individuals
can interact with a company and its products or services
has led to a much greater awareness of design. Even if
they may not realise that they are discerning a difference
in design, people will increasingly dismiss a website that
is difficult to navigate and use, get annoyed at signage
that is misleading or unclear, get frustrated with products
that do not perform as expected straight out of the box,
or reject a service with complex and unclear application
forms. As an Apple disciple, I would obviously suggest
that their products, customer experience and service
at all points of contact have led this rise in expectation,
but it could just as easily have been Ikea, or First Direct.
Whatever the cause, consumers are now very much more
aware of what constitutes a well designed experience.
In conclusion, one of the key reasons for the rise in
the importance of design to business today is the fact
that design allows you to increase consumer desire
for, and loyalty to your product or service and demand
higher prices as a consequence. In an interview with
FastCo, Pat Schiavone, VP of design at domestic
appliance manufacturer Whirlpool, said ‘we are
changing from being a manufacturing-based company
to being a product company, it’s not just about cost-
cutting’ adding ‘Why change? - Because good design is
very profitable’.

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FdK
Apple - the perfect design
for the combination of
product and customer
experience?
Air BnB - maybe new, but is revolutionising
the design of how we buy our travel
Ikea - democratising design?

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How is design today different?
This central role of design should not
surprise anyone who has bought an Apple
product and consequently paid a premium
for a device with many technically equal or
better competitors, but without the same
attention to design. The Apple example is
also quite instructive in the way in which
design has moved from being about
products, to being about ‘product systems’
where every point of contact between the
company and its products or services with
the wider world is subject to the same
design process scrutiny.
Whether you purchase an Apple product online or at a
store, the experience is designed to be simple, clear and
swift. When the product is opened, the packaging is a
piece of design in itself, with a smooth ‘whistling’ fit and
minimal but effective packing, that creates something
you want to keep as much as the product itself. Turn
the product on, and the way to operate it is intuitive
and again simple, without any complex set-up or special
softwares to load. Then the day to day use of the item is
made as convenient as possible - purchasing music, video
and apps is straightforward and all purchases along with
email and calendars are synchronised between devices.
If there should be a problem, there is knowledgeable and
accessible help available both online and in-store.
I don’t wish to overly promote a particular company, the
point here is that Apple have set out a blueprint for the
‘product system’ that is being followed by businesses in
many different areas. For example, GE, a manufacturer
of major engineering products from jet engines to
MRI scanners is expanding its use of design to link its
products into the ecosystems that surround them,
focusing on ease of use, visual aesthetics and producing
items such as apps to make control simpler. Greg Petroff,
general manager of user experience at GE (the job title
itself gives a clue to the importance of design to this
corporation) told FastCo “If we don’t do it, someone
else will, and GE could be relegated to not having top
relationship with the customer. Our hypothesis is that we
can build a better solution”.
In conclusion, good design is about taking a much
wider view than simply the product or service that
we sell. Building a wider ‘ecosystem’ around our core
offering will expand our opportunities for revenue and
defend ourselves against competition.

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FdK
The Apple ‘Genius’ Bar,
iTunes, iCloud and online
support - all parts of their
customer ecosystem
GE MRI Scanners - design used to project the technical and caring image of the company
and iPad Apps easing operation and extending the ecosystem around their MRI scanners
help to keep GE at the centre of the buying process

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Designers are ideally suited to the
development of these business
‘ecosystems’ as they are trained to
consider the human interface in all of the
work they do and to see how a product
or service can become something more
than an isolated item. If done correctly,
good design leads to a working ecosystem
in a business that creates the platform
necessary for innovation and creative
thinking from not just designers, but all
those involved with an organisation.
Examples of this working ecosystem include not
just Apple, whose product range has expanded from
computers to iPods, iTunes, iPhones, iPhoto, iPads, all
linked via iCloud, but also Nike, who are developing their
‘Fuelband’ concept that links together their sporting
products to mobile apps and computers to create a
‘fitness and healthy lifestyle’ ecosystem that is entirely
within the Nike brand. Perhaps it’s no surprise that
the leading figures in both of these organisations
have design backgrounds - Jonathan Ive at Apple,
and Nike CEO Mark Parker.
In conclusion, through their training and experience
in the understanding of the human interface with
products or services, good designers are the ideal
professionals to envisage and create an improved
customer experience with your brand.
What makes design central to business strategy?

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FdK
The Nike Fuelband - aesthetically appealing and desirable,
key to the object of getting customers to purchase and
use the device
Fuelband users are able to track and share their efforts
adding a social aspect to the Nke+ ecosystem
The Nike+ sensor fits into a space in their shoes, tying
their core product tightly into this new ecosystem
The Nike+Fuelband App adds mobile convenience - fitting
in with the way customers want to access and use their
data

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Commoditisation pushes design to the fore
Another factor influencing the rise in the
importance of design in business is where
we are in the innovation cycle. Following a
period of considerable technical innovation
that has included the development and
rise of the internet, and the rise of mobile
computing, we are now in a period of
increasing commoditisation with a
focus on packaging the technology for
consumption and focusing on the
human interface with it.
As the technology that drives this change becomes
increasingly cheap and available, it has opened the door
to opportunity for companies to exploit it - especially
start-up companies. Even a short time ago a business
start-up that was built on new technology, would
be faced with the considerable time and expense of
developing its own infrastructure from scratch, making
the engineering of their product or service offering the
most important element of getting it off the ground.
Now, through the use of proprietary platforms, software
and development kits, it is possible to quickly and simply
develop and prototype a new idea, sell it through online
marketplaces such as Amazon, Ebay and the App Stores,
and advertise at a minimal cost through Social Media and
Google Adwords. Thus it is possible for a start-up like
Bump, an App that allows users to transfer information
between mobile devices simply by ‘bumping’ them
together, to build a product and acquire a million users
after only spending $1000!
In conclusion, our current position in the innovation
cycle means that the design of the consumer
interface and wider customer experience has
become the determining factor in product or service
differentiation and has created an atmosphere of
opportunity for business start-ups in all fields.

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FdK
Bump - a simple App,
focusing on building
customer experience and
taking advantage of the
commoditisation period of
the innovation cycle that
we are now in to get to
market quickly, successfully
and at modest cost
Selling through the App stores removes all of the costs
and hassles of the conventional routes to market
Promoting through the web and social media allows
Bump to build customer awareness and create a buzz
about their product on a small budget

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It’s not just about new technology businesses
It might seem that this design-driven
change in business is only for new, high
technology industries, but the principles
apply to every business, regardless of size
or sector. Once the development cycle of
any industry moves out of the technical
innovation stage, and the basic platforms
and tools are universally available, the sales
playing field starts to become more level.
For example once your manufacturing excellence is
matched or bettered by factories on the other side of
the world, or your distribution channels are bettered
by cheaper and more efficient internet operations, or
your service is seen as something that can be acquired
through templated, online services, the advantages of
size, time in the marketplace and established products
or services become irrelevant. How are you now going to
maintain and build your customer base without making
some fundamental improvements in design that enables
you to prove the benefits of using you to every one of
your customers at every point of contact with you?
Perhaps more importantly, how can you change your
offering so that it fits with customer needs rather than
expecting customers to change to fit your offering?
First Direct is a great example of how design is being
used to grow a business that recognised years ago that
the days of the bank with a massive High Street presence,
available to customers only during working hours, was
out of step with the way that people wanted to manage
their money. Through close attention to the design of
its customer service at every single touchpoint, it has
become the most recommended financial brand in the
UK, with over 82% of customers happy to recommend it
to friends. One of the most important points here is that
this is not simply about the conventional interpretation
of design as the ‘gloss’ added at the end, in fact the First
Direct style is very much ‘un-designed’ in that sense,
with a simple, no-nonsense black and white style. The
real design difference is in the service itself, whether
customers are interacting with the bank through the
internet or the phone, the service is available at any time,
secure, friendly and efficient. I would argue that these
are the values that customers seek far above flashy
branches or websites, and in that respect of course, the
no-nonsense branding of First Direct is entirely in line
with the experience that it gives its customers.
In conclusion the principles of good design and
the design process that are being readily used
by companies in the hi-tech industries are just as
relevant to the rest of the business world, regardless
of their size, experience, product or service.

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FdK
First Direct - focussing design thinking on their Customer
Experience, not just a glossy branding

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How do I integrate design into my business?
The recognition of the importance
of design in the business process has
brought the designer to the fore in many
companies, and there are many designer-
led start-ups that are proving to be very
successful such as Pinterest or Jawbone
which are focussed on the development
of the front end of a product as well as the
underlying engineering.
So, hopefully we can now see how good design can
mean good business, and how it is at the forefront of
business start-ups, but the big question is, how can this
be integrated into your existing business?
The good news is that it can be very simple - it’s about
building a ‘culture of design’ in your company. Whether
a one man band or a major corporate, the essence is
to allow design and design thinking to flourish. In many,
particularly larger organisations, design thinking is often
stifled by complex processes of corporate approval that
leads to design that is effectively the lowest common
denominator - becoming something that is approved by
all but loved by none.
This barrier to effective use of design has existed for
many years, and is only really now starting to be broken
down. Dieter Rams, the famous product designer at
Bruan between the 1950s and 70s believes that the
classic designs he created were only possible because
he reported directly to the Chairman. This relationship
has very strong echoes in the one that existed between
Jonathan Ive and Steve Jobs at Apple, again resulting in
what many perceive as classic designs.
Dieter Rams - for good design to flourish, it must be
supported by all areas of a business from the top down Continued >

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FdK
Dieter Ram’s product designs for Braun between the 1950s and 70s - still regarded by many
as classics, and influencers of many of today’s designers including Jonathan Ive at Apple

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Where good design is stifled or not held in very great
importance companies themselves become stifled -
take for example Microsoft, once the world-dominating
platform for personal and business computers that
in the 2000s seemed to produce products that were
not designed for the customer’s convenience, but for
Microsoft’s which has led to a considerable decline in its
market position and allowed competitors into the market
that it once controlled almost completely.
Only with the release of Windows 8 and the Surface
tablet does Microsoft seem to have moved to a design-
driven culture, taking lessons from Apple and others in
the importance of integrating software and hardware to
produce a winning customer experience.
Many organisations may recognise the importance of
design, but not have this deep, internal culture, and
simply look to an external design agency to provide this
for them. Now, there are some very large multinational
design agencies out there with massive resources to
meet the design needs of even the biggest corporation,
and they can undoubtedly produce some great design
work. However, in our experience, this externalising of
the development of a design culture can fail once it is
introduced into the wider organisation.
Good staff at every level of a business take a pride in the
work they do and often develop their own personal ways
of providing that vital customer experience, but if there is
no ingrained understanding of the importance of design,
then they can often see a new ‘design initiative’ imposed
from outside as an intrusion in their own way of working,
and at best will resent it, at worst they will ignore it.
So the conclusion to draw here is that design needs to
be within a company’s DNA - if it is parachuted in from
an external source or stifled from within, it will never
lead to the long-term business benefits that it should
provide.
How do I integrate design into my business?
Pinterest - focused on the design of the customer
experience as much as it is on the technology

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FdK
Microsft Windows - a world-dominating operating system, but had it been designed for
the benefit of its programmers rather than its customers?
With the release of Windows 8, a clear change in design thinking at Microsoft is visible

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But what about the cost?
Cost. This is usually the final hurdle at
which the best design intentions fall.
Designers are precious, bow-tie wearing
mavericks aren’t they? Expensive,
egocentric and difficult to control.
Perhaps I over-characterize the generic view of designer-
types, but I believe that there is a kernel of truth in it.
Integrating design and design-thinking into your business,
whatever its size, is a process that may well at some
point require the services of a professional designer.
However, the real work starts in-house with the building
of the ‘design culture’ that we have seen exists at many of
today’s successful companies.
This is nothing about being able to draw, or having an eye
for colour, this is about understanding the basic principles
of design thinking and applying them to every aspect of
your business. This might include things such as how you
answer the phone to your customers, how your reception
or retail premises look, how your forms and paperwork
are laid out and building a company-wide understanding
of the importance of the customer experience and the
role of design in creating constant innovation.
A good recent example of this is HMV, who having called
in the administrators, kept their stores open in the hope
that they could maintain their customer loyalty and
thereby help attract a suitable buyer and save the chain.
However, despite being open, the stores refused to
accept gift cards which had been sold right up to the eve
of administration. This was a huge failure in the design
of their customer experience, no matter how great the
stores looked or how friendly the staff, every single one
of those existing loyal customers who had gift cards,
will be unlikely to ever use HMV again should it have
been saved, and they will also act as (justifiably) negative
ambassadors for the brand when talking to others.
So start in-house, undertake a simple audit of design
within your company, look at areas of strength and
weakness, consider what things you can do yourselves
and which things you will need external help for.
For those items where you need the services of a
professional designer, make sure that you are clear about
the objectives that you have for any design work, write
a full and detailed brief that gives details of you, your
products and services, profiles existing customers and
any new ones that you are wanting to reach, and contains
examples of current materials and design initiatives
that you may have along with any brand standards or
guidelines that need to be followed.
Continued >

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FdK
Good design has an impact at every point of contact between a company, its customers, owners and staff far beyond
simple branding - you can’t see a logo, but do you recognize this brand and it’s values?

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Good designers work best when they have a clear
understanding of what their design needs to achieve and
what constraints or parameters they need to work within.
More importantly, design produced from comprehensive
briefing and co-operation is far more effective, quicker to
produce and consequently better value.
With any design initiative, whether internally or externally
run, one of the most important aspects of it is to
properly measure the cost benefit that its introduction
will bring. This will sometimes be easy to measure
by making a baseline assessment of turnover and
profitability before starting and re-measuring them at
intervals after the implementation. Some of the effects
of the introduction of good design will be less easy to
measure in direct cash terms; including brand equity,
customer awareness and satisfaction levels, and some
may bring benefits in the long rather than the short term,
such as customer confidence and loyalty. The important
thing is to put into place as many systems as possible
to gather data and assess the affects of design changes
being introduced.
All of these benefits, whether evident in the short,
medium or long term and whether directly measurable
in cash terms or not, are all significant to the success of
your business.
In summary, the integration of good design and
design-thinking into your business need not be an
expensive process, it is about understanding where
and how design can make a difference and in many
cases any changes or development can be simply
achieved in-house. There are always going to be
occasions when external design skill are necessary,
but proper control of the commissioning and control
of those services can keep costs down and improve
the return on investment.
But what about the cost?

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FdK
Good Design…
Adds
FOSTERdeKRETSER –Better Business. By Design.
to Your Business
VALUE
M
Friday, 15 February 13
Good Design…
Gets
Through
ugh
to your
customers
Good Design…
Gives you an
EDGE
over your Competitors
Good Design…
Helps to build a strong
T E Spirit

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It’s not all about business
Right at the beginning of this booklet,
I suggested that originally ‘Design’ was
really just another word for ‘Marketing’, or
just the gloss that was applied at the end
of a product or service development cycle.
I hope that the brief insights I have given
here demonstrate that in truth design is,
or has become much more than that - it is
a way of thinking that comes naturally to
trained designers, but which can be used
by anyone involved in business to keep
themselves successful.
However this kind of thinking process is not all about
creating so-called ‘Designer Brands’, it can make a
difference to people in all areas of the world. In his recent
book ‘Popular Lies about Graphic Design’ Craig Ward
says “There’s a real dignity in being the designer that
makes a utility bill easier to understand for an elderly
person. Or helping someone find their way through a
crowded city centre or airport. This is the kind of design
people interact with - and truly need - but don’t really pay
attention to or perhaps acknowledge as design.”
This is where design can make a REAL difference to
lives, and it is increasingly being applied to work being
done in the developing world. Whether it is using stored
solar energy to provide light, creating fuel-efficient
cooking devices, or improving sanitation and the build
environment, design and designers are making a real
difference, not simply for commercial return, but because
it is genuinely helping others less fortunate
than ourselves.

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FdK
Design making a difference - solar cookers for use in
Africa - simple, fuel-efficient and low-cost
Clear and concise signage that is clear to all, regardless of
their language - good design that just works
Creating forms that are simple to read, understand and
complete - design that is not about trends or fashion, but
making life easier
Solar energy also being used in the design of lights that
allow children in developing countries to study after
sunset - design improving the life opportunities for those
who need it most!

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So, what have we learned about good design?
• Good design and design-thinking should be
at the core of every business
• Good design is about a deep understanding,
not simply the application of a surface gloss
• Good design increases customer desire,
loyalty and willingness to pay more
• Good design builds ‘ecosystems’ around
our core products or services
• Good designers have the skills and experience
to develop and improve customer experience

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• Good design has become increasingly important
as we move out of the technical stage of the innovation cycle
• Good design is not simply something for
hi-tech businesses, but vital to all
• Good design and design thinking need not be expensive,
and return on investment can and should be measured
• Good design can and should be a force for change
in areas outside of pure commercial advantage
Good design is good business!

1
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FOSTERdeKRETSER
FosterdeKretser Design Consultants
3000 Cathedral Hill, Guildford, Surrey GU2 7YB
Telephone: 01483 243565 www.fdk.co.uk Email: info@fdk.co.uk
Text: copyright FdK
This booklet is intended to be a neutral comment on design in business in general.
and no design work illustrated has been produced by FdK
Where possible, copyright approval has been sought for the images used within this publication
if you own the copyright to any of the included images and have not been contacted by us,
please email info@fdk.co.uk, and we will be glad to remove or it or discuss licensing.

Design...good design_is_good_business

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