Artwork

One challenge we faced was that this approach often extended beyond the traditional boundaries of each department. The question then became: Who initiates this change? The answer, I argued, was the designers. Expectations of designers have evolved over time. While aesthetic refinement and problem-solving remain essential, modern designers are increasingly expected to anticipate challenges and uncover opportunities. This shift presents a significant opportunity for design departments. Designers are not merely individuals with artistic skill but they are thinkers and problem-solvers who can redefine the role of design within the company. By demonstrating this, we could elevate the value of design within SUBARU.

The entrenched seniority-based structures within the company posed a challenge, and this cultural aspect remained unchanged in the short term. However, the initiative laid the groundwork for progress. It catalyzed opportunities to collaborate with other departments on cross-functional projects, a meaningful step forward.

This project wasn’t just about creating a framework; it was about redefining the role of design within SUBARU. It demonstrated that designers can act as catalysts for innovation, not only by crafting visuals but also by enhancing user experiences and solving broader business challenges. Through this work, I contributed to a shift in how design is perceived, helping to pave the way for a more collaborative and user-focused future.