Design and brand management emphasises the differentiation on saturated markets. Effective design and brand management helps to communicate the desired message for the target audience.

Design and brand management operations try to translate organization´s identity and brand message into desired image. In practice image is perceived trough customer interactions with company and it´s brands identity, products and services and marketing campaigns and advertising.

The main objective in design and brand management is to build consistency between organization´s communication, behaviour and interaction, physical elements e.g. product and spaces. Visual communication, as elements like logo, typefaces, colours and shapes, communicates the company identity for the outside world very effectively. Organization’s strategy and business-plan are always the main drivers for design and brand management operations.