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Jul 30, 2024 By Cheryl S. Durst
Perspective: Business of Design
We dive into the business of design—from the people behind brands big and small to the things we do behind the scenes
By Cheryl S. Durst Jul 30, 2024
Published in Articles

Design is about so many things: beauty, functionality, accessibility, the deft use of space. It’s also, in no small part, about business. Bottom lines, branding strategies, client acquisition and retention, and the art and science of entrepreneurship—these considerations are essential to the commercial design industry as a whole, and the success of individual designers.

At IIDA, we are proud to work with many solo entrepreneurs and some of the industry’s largest firms, all working in the business ecosystem we share. That interconnectedness is important to recognize: now more than ever, we need each other to succeed. Inspiration, solutions, support and those super-smart tactics for dealing with the nuts-and-bolts of business can all be found within design’s community of experts. It’s an invaluable resource as we all look ahead to design’s next iteration, and IIDA is a key connector between you and necessary expertise.

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Cheryl S. Durst, Hon. FIIDA
IIDA EVP & CEO
Cheryl S. Durst, Hon. FIIDA
IIDA EVP & CEO

You can find one example right here: in the new issue of Perspective, we dive deep into the business of design, giving you an inside view on how a family-owned furniture manufacturer is reinventing itself through the lens of high fashion; reflections from designers on what they wish they knew when launching their firms; and a brief guide to being an effective leader. There’s a lot more to know in this issue, but you’ll have to read to find out—don’t miss out on this design business wisdom.

One final note: Perspective will soon be delivered to you in a new format, as a newsletter! Watch your in-boxes for our snazzy new cover design, and tap into the entire issue in one place. We think you’ll enjoy it; it’s created with your ease-of-use in mind.

Now, let’s get down to business.

Cheers!

Cheryl S. Durst, Hon. FIIDA
IIDA Executive Vice President and CEO

Members Only

In this members-only exclusive Kurt Vander Schuur shares with us about his passion for music, who in the design world he skiis with, and his secret to to an authentic sangria. Read more

Cover Story

Kurt Vander Schuur, Haworth’s global brand director, explains the evolution of the Haworth brand—the family-owned company famed for their beautiful office furniture and now has a vast portfolio of brands and makes everything from elegant outdoor furniture to Ferrari car interiors. Read more

NEXT

What do lobster rolls, Antoni Gaudí, and a Chinese urn have in common? Chicago design studio House of Hunt. Find out the foods, figures, and design items House of Hunt ’s key figures, including founder Holly Hunt, can’t live without.
Read more

IIDA Perspective Team:

Cheryl S. Durst, Hon. FIIDA | Executive VP and CEO, IIDA
Cindy Dampier
| Chief Marketing Officer, IIDA
Nneka McGuire
| Director of Content, IIDA
Laura Botham
| Senior Digital Content Manager, IIDA
Vasia Rigou
| Writer and Copy Editor, IIDA
Jessica Jones
| Content Coordinator, IIDA

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