MELBA CLASS: Strategic Thinking and Strategic Doing in Design

The world of design is changing rapidly, but professional practice does not always keep pace. For decades, designers have struggled to communicate and collaborate effectively with the people and organisations that commission their work. Today, more than ever, it is important for them to demonstrate the true value of their profession.
Creating compelling visual solutions is only part of what designers can do. According to Roel Stavorinus, they often underestimate their greatest strength – the ability to approach challenges from different perspectives and turn abstract ideas into tangible, practical solutions.

He believes the profession has enormous potential that has yet to be fully realised. The key lies in combining creative and strategic thinking – two complementary approaches that form the foundation of successful projects.

This workshop will explore how designers can develop a more strategic approach to their work, move beyond the role of simply executing briefs, and become active partners in the decision-making process.

Through practical examples, discussions, and hands-on exercises, participants will explore the relationship between strategy and the creative process and learn how to turn good ideas into effective solutions.

Programme

10:00 – 11:00 | Setting the Scene: Design in a Changing World

Design is evolving rapidly. What do these changes mean for the profession, for your own practice, and for the direction you want to take?

11:00 – 13:00 | Strategic Thinking and Strategic Doing

What is strategic thinking, and how can designers move from being suppliers to becoming partners? Participants will be introduced to the case of Amsterdam Airport Schiphol, which will serve as the basis for the day’s practical exercises. Their first task will be to identify the real challenge behind the initial brief.

13:00 – 14:00 | Lunch Break

14:00 – 16:00 | Designing Strategically

From strategy to design. Participants will develop their own approach to the Amsterdam Airport Schiphol case and explore how strategic decisions shape the direction and final outcome of a project.

16:00 – 17:00 | Learnings and Discussion

What have we learned, and how can we apply these insights to our everyday work? A final discussion reflecting on the workshop’s key takeaways and how to put them into practice.

About Roel Stavorinus

Roel Stavorinus is a Dutch strategist and consultant specialising in branding, design, and visual identity. With over 20 years of professional experience, he works with creative studios, agencies, and organisations, helping them build stronger brands and effective communication strategies.

His practice focuses on the relationship between strategic thinking and the creative process, as well as collaboration between designers and clients. He previously served as Strategy Director at the Dutch design studio thonik and is a co-founder of the consultancy JohnVenn.

He is the author of Strategic Brand Design: Designing Brand Identity from a Marketing Perspective and the creator of Designers Inc., a podcast exploring professional practice and the business of design. He also gives lectures and leads workshops, encouraging designers to develop their strategic thinking and take a more active role in decision-making.

Working language: English

Number of participants: Up to 16

Participation fee: 90 €

Registration: hello@studiokomplekt.com
Email subject: Melba Class Roel Stavorinus